THE ERA OF DESIGN HAS ARRIVED

Even with over 20 years of experience in the design industry, there are several questions that have remained unsolved in the era of AI. Why design? Design what? How to design?

The spiritual needs of the era of material saturation, products as carriers of self-expression, and the evolution of the role of designers in the AI era

Based on the above three doubts and nearly ten years of beer design experience, I would like to talk about B&B's packaging design direction for craft beer in 2026:

From "material satisfaction" to "spiritual sustenance": packaging becomes an outlet for emotions and values.

Do you feel that the spiritual emptiness and pursuit of self-identity caused by material surplus are subtly influencing beer packaging to become less like a "container" and more like a "medium", meaning that when beer itself is no longer scarce, consumers are drinking whether the brand can represent "me".

Consumers pay more attention to emotional value and retro sentiment, especially young people who are beginning to pursue products that can bring psychological comfort or express personality. The return of the retro trend is not only a cycle of aesthetics, but also a yearning for the brave and free spirit represented by that "golden age". For example, the packaging design of Tsingtao Beer 1903, Snow Fragrant Beer, Beidahuang Big Green Stick Beer, etc., is inspired by the classic old beer of the nation. Through retro fonts and visual elements with a sense of historical weight, it conveys to consumers not only the wine itself, but also a spiritual identity of "pioneers". This packaging allows consumers to suggest and confirm their own "adventurous spirit" when toasting.

Ritual sense and spiritual resonance: In the era of material surplus, people buy "experience". For example, the packaging design cleverly turns a part of the packaging box into a detachable coaster. This is not only an environmental measure, but also elevates the act of "opening beer" into an interactive experience with a sense of ceremony, integrating packaging into the "sacred moment" of consumption.

2. The "rethinking" of design: from practical functions to interfaces for expressing oneself.

The statement you mentioned that 'product design begins to pursue not only practicality but also self-expression' implies that designers must re-examine every design touchpoint. In this era, every detail of packaging - copy, color, material, opening method - is speaking.

Ultimate consistency expression: In order to meet consumers' demands for "delicacy" and "overall sense", design must achieve no blind spots. In order to solve the pain point of traditional beer bottle caps being unable to achieve visual consistency with labels due to process limitations, many high-end craft beer brands have achieved a high degree of unity between the high-end temperament of the cap and label by using wooden stoppers for sealing. This extreme pursuit of details responds to consumers' perception of high-end quality - they not only want a delicious beer, but also an "object" that is visually flawless and showcases their taste in terms of image and temperament. These designs indicate that packaging is no longer a flat "sticker", but a three-dimensional, touchable "skin" that conveys a sense of craftsmanship, scarcity, and artistry through texture.

3. Changes and Invariance in the AI Era: Designers as' Translators of Desire '

In the face of rapid changes and the wave of AI, the essence of designers remains unchanged, but there is a higher demand for the ability to grasp consumer desires and implant humanistic values. AI as an efficiency tool, not a creative core: the job of designers is no longer to work in isolation, but to use AI to accelerate exploration, but the ultimate 'human insight' must be controlled by humans. AI was used in the creative process to accelerate the generation of visual references and explore aesthetic variations, but the core concept of "temperament", which symbolizes ritual and mysticism, as well as high impact visual and illustration styles, are still dominated by designers. AI has helped broaden horizons, but it cannot replace designers' profound understanding of the human emotion of "temperament", completing deep communication between brands and consumers on a spiritual level.