Smriti Beer by Jie Yang

---

DI: What is the main principle, idea and inspiration behind your design?

JY : This is a beer from Pingyao, Shanxi Province, China. I hope that when people see it, it has cultural connotations and is liked by young people.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

JY : I am concerned about how people react when they see this package. I want young people to embrace this ancient civilization as soon as they see it.

DI: What are your future plans for this award winning design?

JY : Let this product become the representative brand of Shanxi, China.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

JY : The concept of design is derived from my understanding of the product. I think wine is a pleasant medium, which is totally inspired by self. The client did not ask for it.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?

JY : It is a product produced and used by another company.

DI: What made you design this particular type of work?

JY : I like this wine, I want to challenge how to make the ancient civilization and modern beer blend perfectly, this is a challenge.

DI: Where there any other designs and/or designers that helped the influence the design of your work?

JY : I have seen that the ancient city has a history, but there is no beer that matches its emotions.

DI: Who is the target customer for his design?

JY : Young people

DI: What sets this design apart from other similar or resembling concepts?

JY : With historical details and elements, it can also highlight the sense of fashion and modernity, international sense.

DI: How did you come up with the name for this design? What does it mean?

JY : This is a sitcom directed by Wang Chaoge, a well-known Chinese director. It is a reappearance of people's life before the ancient city of Pingyao. This beer, with the same name as the play, bears the responsibility of better displaying the new scene of the ancient city of Pingyao.

DI: Which design tools did you use when you were working on this project?

JY : Hand-drawn, Software, Various Paper-cut

DI: What is the most unique aspect of your design?

JY : Bright and simple color, not unitary, will be the perfect combination of ancient Chinese culture and international fashion.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

JY : I know painting by myself and I am a professional designer.

DI: What is the role of technology in this particular design?

JY : Better implementation of this design.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?

JY : Yes, when I did this design, I analyzed the preferences of consumers, because for young people, so I made this special design.

DI: What are some of the challenges you faced during the design/realization of your concept?

JY : The concave and convex process of glass bottle body is limited.

DI: How did you decide to submit your design to an international design competition?

JY : Because I think he is a very successful design, I have a strong preference for A'Design, I hope to be recognized by experts.

DI: What did you learn or how did you improve yourself during the designing of this work?

JY : Learned how to better integrate Chinese classical culture and internationalization.

DI: Any other things you would like to cover that have not been covered in these questions?

JY : Welcome to China, to this ancient city of 2700 years, to taste this beer...