Tsingtao Beer Packaging by Tsingtao Brewery Culture Media Co., Ltd.

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DESIGN DETAILS
DESIGN NAME:
Tsingtao Beer

PRIMARY FUNCTION:
Packaging

INSPIRATION:
The illustration, inspired by the cultural icons of Tsingtao Beer and distinctive regional elements of Qingdao, is designed based on historical documents and local traditional architectures, which is now a postcard for inviting users to Qingdao as an ideal destination.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The Tsingtao Beer packaging is designed for the 120th anniversary of its inception. It contains a gift box based on the distinctive architectures of Qingdao and three vintage Pilsner beers. The basic elements of the illustration include landmark and brand culture, which demonstrate the integration of brand and regional cultures.

OPERATION / FLOW / INTERACTION:
The outer case is a gift box that can be unfolded to both sides. This is inspired by the blossom of hops, one of the ingredients, thus building a close relationship with the product. When opened, three vintage Pilsner beers is in sight.

PROJECT DURATION AND LOCATION:
This project was started in January 2021 in Qingdao, and was finished in April 2022.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Paper used to meet the requirements of environmental protection of specialty paper, production process: UV printing, hot stamping, embossing.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 276mm x Depth 90mm x Height 286mm

TAGS:
Tsingtao Beer, Gift Box, 120th anniversary, Pilsner Beer, Regional Cultures

RESEARCH ABSTRACT:
It is true that every city has its own exclusive pace and culture. There are no counterparts in China like Qingdao who, apart from regarding beer as both a food and a cultural icon, has merged beer into the lifestyle. The inclusive humanism of Qingdao is poured in every can of beer, which, along with the fragrance of beer, is spread to China and beyond.

CHALLENGE:
The challenge of designing this product lies in finding a universally accepted cultural icon in Qingdao, which is also closely related to Tsingtao Beer. Target audience and consumption mode are the second challenge the packaging design has encountered. For that matter, the product has selected iconic symbols and colors of illustration during the process of brewing, thus showcasing the theme of anniversary.

ADDED DATE:
2021-11-15 02:39:08

TEAM MEMBERS (4) :
Art Direction: Junhai Zhu, Art direction: Chuyue Wu, Graphic Design: Xiaolong Yang and Graphic Design: Chengcheng Liu

IMAGE CREDITS:
Tsingtao Brewery Culture Media Co., Ltd., 2021.

CLIENT/STUDIO/BRAND DETAILS
NAME:
Tsingtao Brewery Culture Media Co.,Ltd.

PROFILE:
Tsingtao Brewery Culture Media Co., Ltd. is dedicated to developing tourism and cultural products centered on the Tsingtao Brewery brand. The company takes century-old brand of Tsingtao Beer as its core, develops Tsingtao Beer cultural industry based on the foundation of industrial tourism.

NOMINATION DETAILS

Tsingtao Beer Packaging by Tsingtao Brewery Culture Media Co., Ltd is a Nominee in Packaging Design Category.

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AWARD DETAILS

Tsingtao Beer Packaging by Tsingtao Brewery Culture Media Co., Ltd is Winner in Packaging Design Category, 2021 - 2022.



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