Designed for China's first pure-malt draft beer launched by SNOW BREWERIES, this packaging series aims to highlight the concept of brewing with pure raw materials, and to vividly convey its authentic taste. As the product name — pure-malt draft beer — implies, the simplified selection of materials, together with the streamlined and advanced brewing process, ensures its fresh and original taste, as well as purity and high quality. These features are all boiled down into this packaging design.
To externalize the pure quality and fresh taste of the beer on the packaging, the whole series is styled in a minimalist way, with aurora green and pure white as its colorway. In terms of the bottle packaging dominated by aurora green, the slightly narrowed bottle waist is comfortable to hold while visually conveying the charm of softness. The bottle is further embossed with the Chinese characters of "Chunsheng" (meaning "pure" and "draft") in the calligraphy font, whose sleek lines visually imply the smooth taste of the beer, as well as its purity. As for the can packaging, it is dominated by pure white, and rounded off with an exquisite illustration including the patterns of malt, hops and water ripples in the form of line drawing. With the appropriate blank space left around all these patterns, the whole illustration can aesthetically attract consumers to take a closer look at, and further link their perception of these material patterns to the malty aroma and fresh taste of the beer.
Another highlight of the series is the logo of "SNOW DRAFT BEER · PURE MALT", which connects the whole series with a consistent style, and helps bring the brand to life.