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Wiseman Beer: Redefining Beer Packaging for the Chinese Youth Market

Chinese young people's love for beer inspired Wen Liu to create the Wiseman Beer packaging, reflecting a quirky, mysterious, and free effect. The bold icon image embedded in the bottle, along with the vibrant red color, captures the passion of the youth market. The red and white label enhances the promotional effect, making it stand out in the market.

The packaging, made of glass, plastic, and metal, measures 230mm in width, 60mm in depth, and 60mm in height, offering a fashionable and modern look that resonates with the spirit of young people.

Wen Liu and the design team, HengHong Yang and Weijie Kang, envisioned a design that breaks the traditional restrictions of Chinese beer packaging, delivering a strong visual impact and a modern, minimalist visual language.

The project, which started in October 2018 and concluded in May 2019, was meticulously researched to align with the preferences of young people in China, ensuring that the design would attract and resonate with the target audience.

Despite creative and technical challenges, the team successfully realized the vision for Wiseman Beer, earning the prestigious Silver A' Design Award in 2020 for its outstanding expertise, innovation, and remarkable level of excellence.

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