Tsingtao Beer Involucrum Doni Cervisiae by Tsingtao Brewery Culture Media Co., Ltd.

Tsingtao Beer Involucrum Doni Cervisiae by Tsingtao Brewery Culture Media Co., Ltd. is a highly esteemed winner of the very prestigious 2022 Praemium A' Design Award Argenteum in Designatio Involucri Competition Category.

ArgentumInvolucrum· 2022

Tsingtao Beer Involucrum Doni Cervisiae

by Tsingtao Brewery Culture Media Co., Ltd.

Client: Tsingtao Brewery Culture Media Co.,Ltd.

Praemium A' Design Award Argenteum Winner in Involucrum Category

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Verified Award Winner

Verify Award Status for #132955

View at A' Design Award Press Release Award Badge

Colors

The Design

About Tsingtao Beer Involucrum Doni Cervisiae

Cervisia Tsingtao est involucrum doni ad centesimum vicesimum anniversarium huius nominis conditum. Consilium tres cervisias Pilsnerianas vetustas continet et in singulari architectura urbis Qingdao fundatur. Pictura loci celeberrima cum cultura nominis coniungit, nexum inter nomen et culturam regionalem ostendens. Theca externa in utramque partem explicatur, motu ab humuli flore inspirato, quod est unum ex cervisiae elementis. Cervisiae patefiunt cum donum aperitur. Charta specialis adhibetur, et productio impressionem UV, laminationem calidam et caelaturam includit.

The Recognition

About the Praemium A' Design Award Argenteum

Tsingtao Beer Involucrum Doni Cervisiae victor est Praemii A' Design Award Argenteum, honoris eximie amplissimi formis summi generis, pulchris et conspicuis dati. Victores Argenti opera valde splendida et creandi ingenio praedita sunt, quae praestantem peritiam, talentum et acumen auctorum suorum ostendunt. Exspectatur Tsingtao Beer Involucrum Doni Cervisiae opus mirabile, exemplare, valde professionale et penitus novum fore. Haec forma Argento victa inventum notabile et admiratum est, quod ad fines artis, scientiae, formandi rationis et technologiae promovendos confert. Tsingtao Beer Involucrum Doni Cervisiae creatio est, quam multi invident, quae cupiditates excitat, sensus bonos affert et admirationem miraculumque movet.

Behind the Design

Press Kit

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

Unique Properties: 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.
Dimensions & Packaging: Width 276mm x Depth 90mm x Height 286mm
Tags: Tsingtao Beer, Gift Box, 120th anniversary, Pilsner Beer, Regional Cultures
Production Technology: Paper used to meet the requirements of environmental protection of specialty paper, production process: UV printing, hot stamping, embossing.
Design 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.
Research: 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.
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.
Project Duration: This project was started in January 2021 in Qingdao, and was finished in April 2022.
Operation Flow: 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.
Team Members: Art Direction: Junhai Zhu
Art direction: Chuyue Wu
Graphic Design: Xiaolong Yang
Graphic Design: Chengcheng Liu