Tsingtao 9 Degrees 맥주 포장은 by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award 동상 in 패키징 디자인 Competition Category.

동패키징· 2023

Tsingtao 9 Degrees 맥주 포장은

by Jin Zhang

Client: Tsingtao Beer

A' Design Award 동상 Winner in 패키징 Category

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Verified Award Winner
Verify Award Status for #144952

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Colors

The Design

About Tsingtao 9 Degrees 맥주 포장은

칭다오 맥주는 중국에서 가장 유명한 맥주 브랜드 중 하나입니다. 브랜드 부각을 바탕으로 브랜드 측면은 각 지방의 지역적 특성을 보여줘야 한다. 디자이너는 Hubei의 가장 대표적인 "Yellow Crane Tower"를 사용합니다. 지역적 특성을 보여주기 위해 또한 Xiangyun, Crane 및 병목 현상 "Phoenix Feather"는 다음과 같습니다. (Hubei는 Phoenix를 매우 좋아합니다) 전체 그림을 더 유연하게 만듭니다. 동시에 제품의 가장 큰 장점인 '9도'를 부각시켜 효과적으로 판매를 촉진한다.

The Recognition

About the A' Design Award 동상

Tsingtao 9 Degrees 맥주 포장은, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Tsingtao 9 Degrees 맥주 포장은, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Tsingtao 9 Degrees 맥주 포장은, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

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