China   |  2022

MUSE Design Awards Gold Winner

Löwen

Entrant Company

CHINA RESOURCES SNOW BREWERIES

Category

Packaging Design

Client's Name

CHINA RESOURCES SNOW BREWERIES

Sub-Category

Wine, Beer & Liquor

The Lowen series has three categories, namely Löwen White Beer, Löwen #485 Rosé and Löwen #703 Cheery. The package design of this series is based on the Belgian style witbier, and uses bright polka dots to represent fresh fruits, consequently creating a simple and stylish beer package with strong personality. The style of the package design aims to add social attribute to the product, and stimulates consumers’ imagination. The graphics on the package are symmetrical, including the redesigned font of the product name, as well as the illustration of the beauties and the lions. The core illustration draws on the street tattoo art, and adopts the distinct facial expressions to convey consumers' different emotions before and after drinking. Also, it produces a strong visual impact through the classic contrast between ebullience and restraint, wildness and gentleness. The symmetrical lion motifs are face to face on the illustration, visually in close proximity to each other. They are designed to deliver the purpose of the package. That is to break down barriers between strangers, and invite them to enjoy the beer and socializing as well. As for the font of the product name, it has been upgraded in a modern style, whose overall shape resembles an axe, showing a sense of power. Also, the two slightly raised corners symbolize the lion's ears, thus helping to outline the lion's face. The font adopts hard lines but retains a sense of softness at the same time. By shedding the traditional and old-fashion style, the package brings a more recognizable visual image with richer sense of layers to the the brand identity.

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