Tsingtao 9 Degrees Phacaid A Th’ Ann Am Pacadh Lionn by Jin Zhang

Tsingtao 9 Degrees Phacaid A Th’ Ann Am Pacadh Lionn by Jin Zhang is a highly esteemed winner of the very prestigious 2023 Duais Umha A' Design Award in Dealbhadh Pacaidh Competition Category.

UmhaPacadh· 2023

Tsingtao 9 Degrees Phacaid A Th’ Ann Am Pacadh Lionn

by Jin Zhang

Client: Tsingtao Beer

Duais Umha A' Design Award Winner in Pacadh Category

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Verified Award Winner

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Colors

The Design

About Tsingtao 9 Degrees Phacaid A Th’ Ann Am Pacadh Lionn

Is e Tsingtao Beer aon de na suaicheantasan lionn as ainmeil ann an Sìona. A rèir a bhith a’ soilleireachadh a’ bhrannd, feumaidh taobh na branda feartan ionadail gach mòr-roinn a nochdadh. Bidh an dealbhaiche a’ cleachdadh an “Yellow Crane Tower” as riochdaiche aig Hubei; gus feartan ionadail a nochdadh. A bharrachd air an sin, tha Xiangyun, Crane, agus am botal "Feather Phoenix" (Tha Hubei gu math dèidheil air Phoenix) dèan an dealbh gu lèir nas sùbailte; Aig an aon àm, comharraich an “9 ceum”, am puing reic as motha den toradh, gus reic a bhrosnachadh gu h-èifeachdach.

The Recognition

About the Duais Umha A' Design Award

Tha Tsingtao 9 Degrees Phacaid A Th’ Ann Am Pacadh Lionn air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Tsingtao 9 Degrees Phacaid A Th’ Ann Am Pacadh Lionn na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Tsingtao 9 Degrees Phacaid A Th’ Ann Am Pacadh Lionn a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This is a beer design that gives consideration to both the brand and local culture, with the brand name highlighted on the left side of the label; On the right side, the most representative "Yellow Crane Tower" in Hubei is used to show the local characteristics. In addition, auspicious clouds, cranes, and the bottleneck mark "Phoenix Feather" (Hubei highly advocates phoenix) make the whole picture more flexible; At the same time, the biggest selling point of the product is " 9 degrees".
Dimensions & Packaging: Width 65mm x Depth 65mm x Height 265mm
Tags: Tsingtao, BEER, Jin Zhang, Wuhan SANBU, packing design, China
Production Technology: This beer has a very large sales volume. Considering the cost and production efficiency, the designer did not use any special materials, and the most commonly used silver sticker was used for labels.
Design Challenge: The biggest adjustment of this project is to balance the brand and local culture, which requires designers to understand the logic of consumers' purchase of goods, and finally decide to highlight the brand in a limited way, because the brand itself has a very high reputation. When people get the product, they will find their familiar city landmarks and other elements, which will produce a sense of surprise and bring consumers a better sense of experience.
Research: The difficulty of this project is to highlight both the brand and the local culture. Qingdao Beer is one of the most famous beer brands in China, so the designers put the brand first in the vision to highlight, and the local characteristic culture is expressed in silver. From a distance, it will not steal the brand's spotlight, and from a close look, it has a sense of quality; The elements are the most familiar to the local people to obtain the most efficient transmission speed.
Inspiration: The inspiration of the whole label design comes from the famous Chinese painting White Clouds and Yellow Cranes, which depicts the Yellow Crane Tower in Hubei Province. The elements of the Yellow Crane Tower, auspicious clouds and cranes are extracted from the painting and expressed in a more concise way; The "phoenix feather" on the bottle neck label is inspired by the place of Hubei, where people have always admired phoenix.
Project Duration: The project will be started in Wuhan, China in December 2021, completed in Wuhan, China in May 2022, and sold in Hubei, China in August 2022.
Operation Flow: This beer is exclusively for sale in Hubei, China. The designer uses the most representative elements of architecture, cranes, phoenix, etc. in Hubei to make consumers feel familiar and friendly instantly, which can quickly shorten the distance between consumers and brands. At the same time, the left side of the label highlights the brand with a very large font, so that consumers can see it at first sight.
Patents: Intellectual property/patents/copyrights owned by Tsingtao Brewery