Eidon Avec: A Mythical Journey in Craft Beer Packaging

Lin Zhang and Chengbin Jiang's Award-Winning Design

The Eidon Avec beer packaging, conceived by the creative minds of Lin Zhang and Chengbin Jiang, is a testament to the power of storytelling in design. This series stands out in the burgeoning craft beer market in China, not only for its taste but also for its captivating packaging, which weaves a tapestry of mythical narratives. The designers have ingeniously crafted a unique story system that, while inspired by European mythologies, does not confine itself to any existing tradition, offering consumers an exclusive and magical brand experience.

Distinctive in its approach, the Eidon Avec gift box set comprises four individual boxes, each housing a different type of beer. This selection caters to the diverse palates of the Chinese market, where there is a growing interest in exploring various beer flavors. The high-quality packaging resonates with the cultural practice of gifting, making it an ideal choice for festivals and special occasions. The design team's dedication to creating a specialized visual language for the brand has resulted in a product that not only encourages exploratory purchasing but also fosters a deep sense of trust with the consumer.

The realization of the Eidon Avec packaging is as impressive as its design. The team recommends using 1-liter tin cans, a choice influenced by the target audience's preference for larger beer volumes and the opportunity for more impactful illustrations. The artists involved in this project have meticulously hand-drawn and digitally rendered four original artworks that are as meaningful as they are visually striking, capturing the essence of the product's allure.

Technical precision is evident in the design specifications, with each aluminum bottle standing at 250 millimeters tall and the external gift box measuring 420 by 270 by 130 millimeters. The box comfortably accommodates the four aluminum bottles, ensuring the product's presentation is as premium as its contents.

The design process, which spanned from October 2022 to March 2023 in Guangzhou, China, was underpinned by extensive market research. The team's commitment to understanding the nuances of the craft beer market and global design trends has resulted in a product that is not only visually appealing but also culturally and commercially relevant. The challenges faced, particularly in conceptualizing the design and narrative direction, were overcome through diligent research and creative perseverance.

Lin Zhang and Chengbin Jiang's Eidon Avec is a celebration of high-quality beer and the art of packaging design. The series' narrative, which unfolds from origin to heritage, exemplifies the designers' belief that a compelling story can elevate a product to new heights. The meticulous attention to detail and the revisions made to the characters and visuals have culminated in a design that is truly unparalleled. The Bronze A' Design Award is a fitting recognition for this exceptional work, highlighting the designers' expertise in marrying art, science, design, and technology to enhance the quality of life and contribute positively to the world.