We had the distinct pleasure to interview award winning designer Jin Zhang about their original and creative Beer Packaging design work. Jin Zhang is an award-winning communication designer, that makes our world a better place with their original beer packaging works.
Jin Zhang ("JZ") answered Design Interview ("DI") questions about their award-winning work Jinlongquan Beer Packaging. Interview questions prepared by Frank Scott.
JZ : According to the pricing of the product, this product is a relatively high-end product. It is necessary to convey the value of the product through design, and at the same time show the unique tonality and culture of the brand. The whole is presented in the form of prints, reflecting the strictness of product technology and product quality. The illustrations are inspired by the Chinese dragon sculpture at the former site of the Jinlongquan Distillery in 1978. The Chinese dragon is an auspicious thing and a spiritual symbol of the brand. The illustrations also contain elements such as hops, wheat, wooden wine barrels, beer, and the source of the water source, the Li River Reservoir, so that the packaging has strong attributes of the beer industry.
JZ : The most prominent aspects of this work are two aspects: the sense of quality and the export of brand culture. Through the design to enhance the implantation of brand culture, the formation of brand symbols and the enhancement of brand value.
JZ : This product has been listed for sale, and it is hoped that it will have good sales performance.
JZ : The design took about 2 months from idea to design to production.
JZ : This design task was assigned by our client, and the overall creative inspiration was found and completed by ourselves, and ultimately Party A was very satisfied.
JZ : This design work is the survival and sales of Yingbo Jinlongquan Beer (Hubei) Co., Ltd. We are the second party to help them do packaging design.
JZ : This design idea is derived from the product price, market positioning and brand culture.
JZ : In the past two years, some works in the form of prints have gradually appeared in China. We think that this style is very delicate and rich in details, which is very suitable for the positioning of this product, so we used this style.
JZ : The target customers of this product are customers who like fresh beer and have a certain sense of quality. Therefore, prints were used in the design to depict rich details and highlight the sense of quality. The elements include the dragon of brand culture, as well as the raw materials of beer: wheat ears, hops, water source, wooden barrels and other elements to convey the purity of beer. At the same time, the characteristics of "fresh" beer were specially marked with words.
JZ : The biggest difference between this design and other products of the same type is the use of "dragon," which is the super symbol of the brand. It is closely related to the brand name and is the DNA of the brand. At the same time, it is combined with "water source," which is also a very big advantage of the brand. These are all unique to the brand. More resources, of course, this large can of beer, many brands can not achieve such a delicate performance, which is completely different from other products.
JZ : This is the product name given by Party A, which is the brand name of Party A.
JZ : Drawing board, Adobe Illustrator, Cinema 4D
JZ : I think the most unique is the overall concept combination, which shows the product quality, brand cultural symbols, beer product characteristics and freshness.
JZ : The design was done by me alone.
JZ : This design uses very few colors, and the requirement for printing technology is to be accurate, because there are so many lines.
JZ : We did a visual breakdown of the brand's old products before doing this design, and studied the same type of products of other brands. It can be determined that they do not have this style, so this market research can make this design stand out on the shelf.
JZ : The biggest challenge in the production of this design work is the accuracy of printing. It is not allowed to have misalignment and produce ghosting. Fortunately, the quality of printing is very good.
JZ : First of all, we ourselves and our clients are very satisfied with this design, so we are confident that we can win the award. We need to get professional recognition. At the same time, thanks to the A' Design Award's scoring mechanism, when we get the initial score, we are more convinced that we should submit this work.
JZ : The print style used in this design work is a print style that we have rarely tried before. This bold attempt has allowed us to get recognition, which has also increased our confidence. Although the process takes more time, we think it is worth it.
