Utobeera: A Fruitbeer Design Inspired by Cyber Punk Culture

Unique and Controversial Illustrations Reflecting Utopian Values

The name "Utobeera" was inspired by the word "Utopia," which perfectly encapsulates the values of the brand: equality, human rights, diversity, uniqueness, and love. To bring this concept to life, Jansword Zhu applied the unique style of "Psychedelic Art" to four famous figures in art history. These figures include the hat man by Rene Magritte, a girl in Chinese dress, the god of alcohol Bacchus, and the god of Longevity in China. Each fruit figure in the original artwork has been replaced by a digital-style fruit figure, adding a controversial twist to the design.

The realization of the Utobeera design involved the use of Pantone colors and foiled press techniques. The resulting product measures 50mm x 50mm x 210mm, making it compact and convenient for consumers.

The design team behind Utobeera includes Jansword Zhu as the Art Director, Sola Wang and Ma Deqiang as designers, Jansword Zhu as the illustrator, Li Qing as the consultant, Jinn Liu as the account manager, and Chenglong Zhang as the photographer. Their collaborative efforts brought this unique design to life.

The key interaction of the Utobeera design lies in the illustrations on the packaging. Each frame tells a story, engaging consumers and creating a memorable experience.

The Utobeera design project commenced in August 2019 and was completed in February 2020, with the work taking place in Beijing, Shanghai, and Handan. The design team conducted extensive research on the trends among young consumers to ensure that Utobeera would resonate with its target audience.

One of the main challenges faced during the design process was conceptualizing the illustrations. The team aimed to create a unique and controversial style that would capture attention and spark conversation.

Utobeera and Jansword Zhu hold the copyrights for this design, ensuring its protection and recognition as an original creation.

This exceptional design was honored with the Iron A' Design Award in the Packaging Design category in 2020. This award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. The Utobeera design stands out for its integration of industry best practices, competent technical characteristics, and its contribution to a better world through fulfillment and positive feelings.