Design: Xiaotong Mabel Chen
Location: United Kingdom
Project Type: Student Project
School: Central Saint Martins
Tutor: Marc Wood, Paul Rennie
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium
Printing Process: Digital Printing
This is a beer packaging design project for Central Saint Martins (CSM) and Hammerton Brewery. CSM collaborates with Hammerton Brewery every year and launches a special beer edition for people to enjoy in the university bar.
This year, I pitched the idea of Beyond as the main concept of the design, “Our creativity goes beyond the norm, the expectations and impossibles. And our community connects beyond the building, the boundaries and the borders. We gonna move beyond to our new futures from here and now.” The visuals are designed based on those stories and beliefs, and they communicate the message of moving beyond in way which is open to interpret.
The design approach challenges the conventional packaging design by using 3D abstract illustrations and reimagine the new future for digitalized packaging design.
Communicate brand story and value through abstract images, rather than static logos only, to encourage the customer to discover and interpret the brand message in their own perspective. People remember the product by stories rather than logos without meanings.