Tsingtao 9 Degrees ʻo Ka Paʻi Pia by Jin Zhang

Tsingtao 9 Degrees ʻo Ka Paʻi Pia by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award Keleawe in Hoʻolālā ʻUhi Competition Category.

KeleaweʻUhi· 2023

Tsingtao 9 Degrees ʻo Ka Paʻi Pia

by Jin Zhang

Client: Tsingtao Beer

A' Design Award Keleawe Winner in ʻUhi Category

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Verified Award Winner

Verify Award Status for #144952

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Tsingtao 9 Degrees ʻo Ka Paʻi Pia

ʻO ka pia ʻo Tsingtao kekahi o nā lama pia kaulana loa ma Kina. Ma ke kumu o ka hōʻike ʻana i ka brand, pono ka ʻaoʻao brand e hōʻike i nā ʻano kūloko o kēlā me kēia panalāʻau. Hoʻohana ka mea hoʻolālā i ko Hubei "Yellow Crane Tower" e hōʻike i nā ʻano kūloko. Eia kekahi, ʻo Xiangyun, Crane, a me ka bottleneck "Phoenix Feather" (Aloha nui ʻo Hubei iā Phoenix) e hoʻololi i ke kiʻi holoʻokoʻa; Ma ka manawa like, e hōʻike i ka "9 degere", ka wahi kūʻai nui loa o ka huahana, e hoʻoikaika pono i nā kūʻai.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Tsingtao 9 Degrees ʻo Ka Paʻi Pia i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Tsingtao 9 Degrees ʻo Ka Paʻi Pia he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Tsingtao 9 Degrees ʻo Ka Paʻi Pia i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

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