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, Yan Yang, Jialiang Mao
Position of Designer
None
Target Consumer
craft beer lovers
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 craft beer culture is sweeping the globe. IPA, namely India Pale Ale, is the most popular category of craft beer globally. Based on that, the design team conceived the concept of China Pale Ale and designed this product, to provide craft beer lovers with a new option. As a pioneer in China Pale Ale, this craft beer is named after Qinshihuang (the first emperor who reunified China), which aims to highlight its innovation in craft beer. The beer is brewed with basic materials full of Chinese characteristics, namely those Chinese crops widely planted in Qin Dynasty, and its packaging also integrates multiple typical elements of Qin Dynasty. Such a product interprets the distinctive regional and cultural features, and gives an intense sense of cultural identity and confidence, whereby to promote the spread of Chinese traditional culture.
Highlights
The bottle of Qinshihuang CPA shapes like the jade goblet with cloud design in Qin Dynasty to stand out from the packaging of other craft beers currently on the market. Red and black, as two colors admired in Qin Dynasty, are mainly adopted in the packaging design to form a sharp contrast and thus impress consumers. The flag round the bottle neck not only embodies the terrific momentum of the vast army led by Qinshihuang in battles, but also suggests that Qinshihuang CPA pioneers the China Pale Ale category in the industry and will lead Chinese craft beer to a broader market. The central embossed seal character (the main style of calligraphy in Qin Dynasty) for “Qin” acts as the core icon of the product, and fully showcases the charm of traditional culture. The specially designed Chinese characters (for “Qinshihuang”) styled in a flamboyant manner effectively enhance visual impact to make the product more recognizable.
Market Performance
None
Material（For concept works, please choose the material you plan to use）
其他 有两种瓶型：铝/玻璃
Craft
aluminium can/glass bottle; relief sculpture applied to the glass bottle; neck label inspired by the flag of Qin army
Does the design solve the problems that are common across the product category? If so, please explain.
The packaging design adopts multiple typical elements of Qin Dynasty to distinguish the product from other counterparts on the market. Red and black, as two colors admired in Qin Dynasty, form a sharp contrast, to enhance visual impact and make the product highly recognizable.
What functional designs of the work have enhanced the user experience?
The bottle of Qinshihuang CPA shapes like the jade goblet with cloud design in Qin Dynasty, which shows the upscale position of the product.
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