Jinlongquan Yanzhi: A Beer Design Celebrating Hubei Culture

Expressing Hubei Culture Through Beer Packaging

The Jinlongquan Yanzhi beer packaging breaks away from the typical European style designs commonly seen in the beer industry. Instead, it embraces the most authentic dialect culture through handwritten calligraphy. The labels feature the most iconic buildings and water systems in Hubei, known as the "province of a thousand lakes." The illustrations also depict characters and scenes of consumption, adding a touch of fireworks and fashion to create a vibrant and dynamic representation of "river lake Hubei." This design allows consumers to engage with the dialect on the bottle, finding familiarity and connection with their hometowns in the illustrations.

The realization of this design involves the use of glass bottles with aluminized paper labels. The choice of glass bottles ensures the original flavor of the beer is preserved, while the transparent glass and light-colored labels create a clear and refreshing visual appeal.

The Jinlongquan Yanzhi beer packaging measures 253mm x 65mm x 65mm and is part of a series of glass bottles. The use of glass bottles enhances the beer-drinking experience by maintaining the beer's quality. The clear color of the beer is accentuated by the transparent glass and light-colored labels, creating an inviting and cool aesthetic.

While enjoying a bottle of Jinlongquan Yanzhi beer, consumers can engage in conversations using the dialect on the bottle and explore the illustrations to find their hometowns. This interactive element fosters a sense of friendliness and bridges the gap between the brand and its consumers.

The Jinlongquan Yanzhi beer packaging project commenced in April 2021, with production completed in May. It is expected to be available for sale in Hubei in June. Throughout the design process, the team faced the challenge of accurately representing the various dialects of Hubei. To overcome this, the designer consulted local experts and residents to ensure the dialects were faithfully expressed. Additionally, extensive research was conducted on the representative buildings in different areas of Hubei, resulting in a beautiful portrayal of the province.

Jinlongquan Yanzhi beer packaging is a testament to the rich cultural heritage of Hubei. By incorporating dialect and illustrations, it creates an engaging and interactive experience for consumers. This design not only celebrates Hubei culture but also strengthens the connection between the brand and its audience.

Copyright by InBEv Jinlongquan Beer (Hubei) Co., LTD., 2021

This Design was awarded Iron in A' Packaging Design Award in 2022. The Iron A' Design Award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. It is respected for integrating industry best practices and competent technical characteristics, providing fulfillment and positive experiences, and contributing to a better world.