Gold Packaging Design · 2023
Snow Draft Beer Packaging
by China Resources Snow Breweries Ltd.
- A' Design Award 2023 Gold Winner in Packaging Design
- Awarded April 15, 2023
- CLIENT: China Resources Snow Breweries
- Estimated Number of Design Views: 53,527
- Verification code 6520703EB8 · Verify this award
About Snow Draft Beer Packaging
Snow Draft Beer is a packaging series for a pure malt draft beer, produced as an aluminum can and a glass bottle. The design follows a minimalist approach and uses aurora green and pure white as the main colors. Line drawings of malt, hops and water ripples refer to the three brewing ingredients. The glass bottle is slightly narrowed at the waist for a comfortable grip and is embossed with Chinese calligraphy characters meaning pure and draft. The bottle holds 460 ml and the can holds 500 ml. The unified design is intended to convey purity and a fresh taste.
China Resources Snow Breweries's Snow Draft Beer Packaging exemplifies the contemporary convergence of heritage visual language with modernist design principles that has come to define premium beverage presentation in the twenty-first century. The dual-format system, comprising both glass bottle and aluminum can iterations, demonstrates sophisticated brand coherence through the strategic deployment of a unified visual identity centered upon the distinctive circular medallion featuring radiating sunburst motifs that evoke associations with freshness, natural origin, and optimistic vitality. The designer's decision to employ deep viridian green for the glass vessel connects to longstanding chromatic traditions within beverage packaging where green has signified naturalness, purity, and the verdant landscapes from which ingredients derive, while the silvered aluminum alternative presents an interpretation that emphasizes crispness and contemporary appeal through its delicate white-on-silver botanical engravings. These intricate linear illustrations, depicting stylized wheat stalks and traditional decorative patterns, serve multiple communicative functions: they reference agricultural heritage and ingredient provenance while simultaneously creating visual interest that rewards close examination and suggests artisanal attention to detail. The compositional arrangement of the presented pair invites contemplation of material dialogue between glass transparency and metallic opacity, between the weight and ceremony of bottled beverage service and the portable convenience of canned formats. Technical execution throughout reveals accomplished understanding of surface treatment, typography hierarchy, and color relationship management that positions this work within the upper echelons of contemporary packaging achievement. What subtle harmonies between tradition and innovation does the viewer perceive within this carefully orchestrated visual system?
Press Kit
- Unique Properties
- Dedicated to the first pure malt draft beer in China launched by Snow Breweries, the series of package design is expected to highlight the pure materials and advanced brewing technology of this beer. The minimalist package design takes unique aurora green and pure white as the main color scheme, and harmoniously combines the patterns of malt, hops and water ripples to convey the pure and original taste of the beer.
- Dimensions & Packaging
- Bottle: 460 ml Height-257 mm,
Can 500 ml Height- 168 mm - Tags
- Beer Packaging, Pure Malt, Minimalism, Calligraphy Font, Draft Beer
- Production Technology
- aluminum can and glass bottle
- Design Challenge
- To address the challenge of conveying the original fine taste of the pure malt draft beer, the package design follows minimalism, just decorated with the patterns of brewing materials to avoid redundancy. The central white label is complemented by the relief characters of Chunsheng (meaning pure and draft) in the calligraphy font, to visualize the smooth taste and purity of the beer. The bottle is elaborately treated to take on aurora green, giving consumers a higher level of aesthetic pleasure.
- Project Duration
- The design and development of the pure malt draft beer started in Beijing, in September 2020. It was introduced to the market in China, in August 2022.
- Operation Flow
- The bottle is slightly narrowed at the waist for a comfortable grip and a soft vibe. It is also embossed with the Chinese characters of Chunsheng (meaning pure and draft) in the font of calligraphy, whose sleek lines visually imply the smooth taste and purity of the beer. The can package in a white tone is elaborately decorated with the line drawings of malt, hops and water ripples, giving consumers a panoramic understanding of the premium brewing materials of the pure malt draft beer.
- Research
- Thanks to the technology of micron level sterile membrane filtration and the advanced process for brewing draft beer, the pure malt draft beer launched by Snow Breweries retains the nutrition and fresh taste to the utmost. Brewed only with water, malt and the select hops of Hersbruker and Czech Saaz, it therefore boasts a fresh and mellow taste, plus a pleasing wheat flavor, which redefines how pure and fresh the high end beer can be for every consumer valuing a quality life.
- Inspiration
- To straightforwardly express that the beer is brewed only with water, malt and hops, the series of package design uses aurora green and pure white as the main tone, and further combines the patterns of malt, hops and water ripples, as well as the font of calligraphy. It therefore creates a unified and coherent visual identity, highlights the brewing concept of purity and high quality, and also vividly channels the fresh and original taste of the pure malt draft beer.
Colors of Snow Draft Beer Packaging
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