Passion Fruit
Beer for Wuhan Sanbu Brand Design
2024 is the the Year of the Loong in China. The brand of this beer is called "Golden Dragon Spring", so the designer depicts the "dragon" representing the brand spirit and Chinese spirit, which becomes an important visual element of this package. At the same time, this is a craft beer with a passion fruit flavor. The designer uses the branches and leaves of passion fruit, as well as the most important wheat ears and hops in brewing beer, to create a vibrant scene, highlighting the refreshing taste of passion fruit.
Download Press Kit № 161420
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Passion Fruit by Jin Zhang
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Beer by Jin Zhang
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Jin Zhang Passion Fruit
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Jin Zhang Beer
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Jin Zhang Designer Portrait Photo
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Wuhan Sanbu Brand DesignBrand Logo
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Unique Properties
The packaging design uses the branches and leaves of passion fruit, as well as the most important wheat ears and hops for brewing beer, to create a vibrant scene and highlight the refreshing taste of passion fruit. At the same time, 2024 is the the Year of the Loong in China. The brand of this beer is called "Golden Dragon Spring", so the designer depicts the "dragon" representing the brand spirit and Chinese spirit, becoming an important visual element of this package.
Tags
Beer, Jinlongquan, SANBU Design, Wuhan packaging design
Production Technology
The bottle is made of iron
Design Challenge
As the largest beer manufacturer in Hubei, China, jinlongquan hopes to launch a medium and high-end product that can improve the brand image, which can not only convey the long history of jinlongquan brand, but also make consumers feel the good quality of the product. We should have the unique spiritual symbol of the brand and show the pure product attribute of beer.
Project Duration
The project started in Wuhan, China in February 2024 and was completed in March 2024. It is expected to be sold in China in May 2024.
Operation Flow
The 1L large iron can has a better display area. Copper engraving style illustrations depict rich details, and convey the spiritual symbols of the brand (Chinese Loong) and the product attributes of beer (passion fruit, hops, wheat ears); The combination of purple, gold, and green highlights the passion fruit flavor and vibrant green, forming a rich and layered packaging design scheme.
Research
Jinlongquan Beer began producing beer in 1978 with an annual beer production capacity of 600000 tons, making it one of the largest beer brewing bases in central China. Jinlongquan Baixiangguo Craft Beer is a mid to high end beer product that is brewed with higher end ingredients, making it fresher and more mellow. Combining 2024 is the the Year of the Loong in China and the "dragon" contained in the brand name, the designer depicts the "dragon" as the main element.
Inspiration
The creative inspiration mainly comes from two aspects: first, this beer created in spring, the overall packaging design conforms to the lush scene of spring, and through the combination of elements such as passion fruit branches, fruits, wheat ears, hops, etc., it highlights the refreshing taste; Second, 2024 coincided with the the Year of the Loong in China, and there was also a "dragon" in the brand name, so designers naturally portrayed the "dragon" as the main visual element.
Project Overview
Passion Fruit Beer has been a Bronze winner in the Packaging Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Image Credits
For design images and photos please credit Jin Zhang.
Bronze Recognition
Jin Zhang was recognized with the coveted Bronze A' Design Award in 2024, a testament to excellence of their work Passion Fruit Beer.
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