Yellow Crane Tower Craft Beer

  • Company/Studio
    Wuhan Sanbu Brand Design Co., Ltd.
  • Lead Designer(s)
    jin zhang
  • Prize
    Honorable Mention

The present packaging design for a brand of beer, that is originated from Hubei province where Chu culture was conceived, developed and thrived, is to distinguish the local culture and express great joy of being with friends. This goal was fully accomplished by creatively reorganizing and integrating several well-known Chinese traditional cultures. First, Bianzhong of Marquis Yi of Zeng or Zenghouyi Bells were utilized to represent the Chu culture; Second, the joy of friends gathering was conveyed by a rotated hexagram of dui, meaning joyous and lighthearted according to I Ching.

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