Wiseman Beer: A Revolution in Packaging Design

Wen Liu and Henghong Yang's Award-Winning Design Captures the Spirit of Youth

Designed to appeal to the young Chinese market, Wiseman Beer stands out with its quirky, mysterious, and free-spirited design. The designers' inspiration came from observing the drinking habits of young people in China, where beer is a popular choice. The design aims to make beer packaging more fashionable, aligning with the temperament of the youth and conveying their spirit.

The packaging design is simple yet impactful, breaking away from traditional Chinese beer packaging. The bold red icon on the bottle, coupled with the large area of red on the design, reflects the passion of the youth. The contrast between the red and white label and icon creates a promotional effect, drawing attention to the product.

The bottle is made of glass and plastic, with a metal lid and a paper label. The packaging size is 230mm in width, 60mm in depth, and 60mm in height. The design team, which also includes Weijie Kang, used online research and site investigations to gain an in-depth understanding of the lifestyle and preferences of young people in China, ensuring the design resonates with its target audience.

The project, which started in October 2018 and finished in May 2019 in Shenzhen, faced several challenges. Initially, the design of the bottle label was inconsistent with the entire design and did not achieve the predicted result. However, after several iterations, the designers achieved a design that was both visually striking and consistent. The technique of bottle making also posed a challenge that the team successfully overcame.

The Silver A' Packaging Design Award is given to designs that demonstrate outstanding expertise and innovation. The award recognizes the technical characteristics, artistic skill, and level of excellence of the design. Wiseman Beer's award-winning design, with its modern and minimalist visual language, is indeed a testament to the designers' creativity and innovation.