Smriti Beer by Decelent

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DESIGN DETAILS
DESIGN NAME:
Smriti

PRIMARY FUNCTION:
Beer

INSPIRATION:
Pingyao ancient city of China, old and new interweave, history and future integration. We use the “Smriti” as name of beer to express Chinese people's understanding and inheritance of their own culture. We designed the packaging of cold and warm tones in color, which means to express Yin and Yang and respect the heaven and earth. In addition, red packaging also fills the gap of beer in Chinese banquet culture.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This design is based on the elements of Pingyao Ancient City of China, It extracts and integrates all kinds of traditional cultural elements precipitated in the past 2700 years. We combine the elements of wall, mansions , wheat, hops and so on, Tries to express the inextricable link between the drinking culture and the historical heritage of Orientals. The main part of the glass bottle is the shape of the wall of Pingyao. which means protection and safety. In ergonomics, it is also easier to be hold in hand.

OPERATION / FLOW / INTERACTION:
We try to use leisure drinks to spread traditional culture, which is the original intention of packaging this alcoholic beverage. Through the design of two color versions of packaging to revere the world Yin and Yang, respect the concept of tradition and innovation, which conveys a message: the unity of heaven and man, following nature is the essence of the Eastern drinking culture.

PROJECT DURATION AND LOCATION:
The project started in April 2018 and will be completed in March 2019. The design was completed in Shenzhen, proofing in Shandong and production in Shanxi.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Aluminum bottles are printed in various spot colours plus four colours. Making of aluminium can and glass bottle.

SPECIFICATIONS / TECHNICAL PROPERTIES:
The capacity of the can is 500 ml, the height is 165 mm and the diameter is 65 mm. Glass bottle capacity 500 ml, height 270 mm, diameter 65 ml

TAGS:
Jie Yang, Alcohol, Beer, Package Design, Graphic Design

RESEARCH ABSTRACT:
This design is a brand new creative, from scratch to the process. Comparing several similar beers with better sales on the market, we find that it is not easy for new brands to enter the market. How to jump out of the products in the market and make people catch sight of our products at a glance. We have made in-depth research and found that Chinese beer drinkers are concentrated in the age of 20-40, so we cater to young people in bottle shape and color. Aesthetic preferences: lively and colorful.

CHALLENGE:
The bottle body design of glass bottle, the bulge part of city wall element, the height of bulge is limited, the production cost will be higher than the price of ordinary beer bottle.

ADDED DATE:
2019-02-26 10:31:15

TEAM MEMBERS (1) :
Designer: Jie Yang, Assistant:Ningning He

IMAGE CREDITS:
Decelent, 2018.

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CLIENT/STUDIO/BRAND DETAILS
NAME:
Shenzhen Decelent Brand Planning Co., Ltd.

PROFILE:
Decelent (Shenzhen) Brand Planning and Design Institution has a complete industrial chain from brand value orientation, brand planning, brand image shaping (upgrading), commercial space design, to brand communication strategy and implementation, and is determined to help enterprises build an excellent brand system and shape an international brand image. Decelent believes in professional strength, all work is based on the needs of customers and the market, around the overall thinking of strategy, creativity and implementation, through professional brand planning and design services, to help customers understand development opportunities, enhance brand equity and achieve brand value. Decelent is in line with international standards and have always led China's top brand planning camp for more Chinese-funded and joint ventures. Made in China has been transformed into enterprises created in China and established world-leading brand value. Over the past 13 years, Decelent has served many excellent enterprises, including guosen securities, Konka Group, Tencent, Wal-Mart (China), Oppo, Kelvin (China), Hengdian Group, China Guangdong Nuclear Group, Mintaian Group, Today's International, Haijixing, Pingyao, DuoDuo Xiong Artist Park, Baiweiguo Restaurant, Huahan Full-feast Restaurant Management, Pujisunv and Wien Hotel, Yalan,... Hundreds of other enterprises are highly recognized and become high-quality brand design service providers for many enterprises!

NOMINATION DETAILS

Smriti Beer by Decelent is a Nominee in Packaging Design Category.

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AWARD DETAILS

Smriti Beer by Decelent is Winner in Packaging Design Category, 2018 - 2019.

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