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, Yu Zhai, Hu Pan, jess

Position of Designer

None

Target Consumer

Consumers in the 18-35 age bracket discerning about beer quality

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

It is SNOW BREWERIES' first-ever pure malt draft beer in China. Brewed exclusively from the natural and fresh ingredients — water, malt, and the select Hersbrucker and Czech Saaz hops—this beer has undergone cutting-edge micron-level sterile membrane filtration and advanced brewing techniques to ensure the utmost retention of nutrition and freshness. It sets a new standard, redefining the pinnacle of purity and freshness in high-end beer for consumers who value quality in every facet of life.
Inspired by ecological brewing techniques, the packaging design for this pure malt draft beer embraces a minimalist aesthetic, and is dominated by a palette of unique aurora green and pure white. This design further incorporates the patterns derived from the brewing ingredients — water, malt, and hops, offering a visual reinterpretation of what the pure malt draft beer can be like and embodying the ideal of being natural and healthy.

Highlights

Guided by the principle of visually conveying the authentic taste of this pure malt draft beer, the packaging design features a palette of unique aurora green and pure white, giving consumers a higher level of aesthetic pleasure. The bottle is embossed with the Chinese characters "Chunsheng" (representing "pure malt" and "draft" in the product name) in the calligraphy font, whose fluid lines visually allude to the smooth taste and purity of the beer. The aluminium can in a white tone is adorned with the elaborate line drawings of malt, hops and water ripples, offering consumers an illustrative glimpse into the premium brewing ingredients used.
A defining element across the entire series is the logo, "SNOW DRAFT BEER · PURE MALT". It provides a unified and consistent style, imbuing both the brand and design theme with vitality. This cohesive branding effectively communicates the essence of this beer — an invigorating wheat aroma and a refreshing, velvety taste — to consumers.

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

The glass bottle tinted in aurora green is embossed with the Chinese characters "Chunsheng" (representing "pure malt" and "draft" in the product name) in the calligraphy font, and is neatly complemented with a self-adhesive label.
The aluminium can is graced with the elaborate line drawings of malt, hops and water ripples, inviting consumers to appreciate the premium brewing ingredients used.

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?

The bottle waist is slightly tapered to offer a comfortable grip, simultaneously exuding a visual sense of soft elegance. Such attention to detail highlights user-centered considerations.

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