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Jinlongquan Yanzhi: A Fusion of Hubei Culture and Beer

Jinlongquan Yanzhi beer packaging is a testament to the rich cultural heritage of Hubei, China. The brand, with over 40 years of history in the province, is introducing a series of beer products that authentically represent Hubei culture. The packaging design breaks away from the European style typically associated with beer, instead opting for handwritten calligraphy to express the most authentic dialect culture of Hubei. The labels feature illustrations of the province's iconic buildings and water systems, creating an immersive "river lake Hubei" picture that invites consumers to engage with their roots while enjoying their favorite brew.

The glass bottles, measuring 253mm x 65mm x 65mm, are adorned with aluminized paper labels, allowing the beer to retain its original flavor while showcasing its clear color. This unique approach not only pays homage to Hubei's culture but also enhances the overall drinking experience.

The project commenced in April 2021, with production completed in May, and the product is set to be available for purchase in Hubei in June. The design process involved extensive research and consultation with language experts to accurately represent the diverse dialects of Hubei. The designer's dedication to capturing the essence of the province's culture has resulted in a packaging design that fosters a sense of familiarity and interaction among consumers.

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