Type of applicant company
品牌方
Country
中国
Company Website
https://www.snowbeer.com.cn/
Images
Brand of the Product
CHINA RESOURCES SNOW BREWERIES
Designer Name
Dong Yan, Weixi Zhou
Position of Designer
None
Target Consumer
High-earning male delicacy enthusiasts aged from 27 to 40 years
Distribution Channels
电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel
Positioning
大货消费品 Mass Production
Design Story
The package design is a throwback to the original "Snow Beer" series launched in 1964, marking SNOW BREWERIES' development course over more than half a century. It inherits the characteristics of the original one, and is further revamped by using vintage elements and a modern flat design. This approach infuses the packaging with a nostalgia-inducing touch and a China-chic vibe, deepening the emotional connection consumers have with the brand and this beer. This design also celebrates the achievements and cultural heritage SNOW BREWERIES has amassed over the years.
Such an emotional design language shows consumers a cordial image like their old friends, which effortlessly resonates with the older generation's memories of the original "Snow Beer" and their bygone days, while also attracting young consumers with its distinctive China-chic elements.
Highlights
This packaging retains the bottle shape and trademark of the original "Snow Beer" series, offering a sense of familiarity. Its font, illustration, and colorway effectively evoke the fashion trends from the 1970s and 1980s in China, and is further complemented by the thick borders, incisively reinterpreting China-chic in a retro manner.
Notably, its label features simple line drawings of malt, hops and water ripples, not only highlighting the premium beer brewed with pure materials but also visually communicating its authentic flavor evolved from the original one. By linking consumers' visual perception of pure brewing materials to the flavor of this beer, these patterns immerse consumers in a trip down memory lane, be it the bygone days accompanied with the original "Snow Beer" or the recollections to their younger days.
Market Performance
None
Material（For concept works, please choose the material you plan to use）
其他 有两种瓶型：金属/玻璃
Craft
The glass bottle
The self-adhesive synthetic paper label with a special water-based tactile coating for a smoother and more premium touch
Does the design solve the problems that are common across the product category? If so, please explain.
None
What functional designs of the work have enhanced the user experience?
None
Did the design help increase the sales performance of the product? If so, please give related evidence.
None
Does the work consider sustainability (environmentally or commercially, or both)? If so, please explain.
None