Tsingtao 9 Degrees Momo Tarapi by Jin Zhang

Tsingtao 9 Degrees Momo Tarapi by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2023

Tsingtao 9 Degrees Momo Tarapi

by Jin Zhang

Client: Tsingtao Beer

A' Design Award Parahi Winner in Takai 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 Momo Tarapi

Ko Tsingtao Beer tetahi o nga momo pia rongonui i Haina. I runga i te tohu o te tohu, me whakaatu te taha tohu i nga ahuatanga o te rohe o ia kawanatanga. Ka whakamahia e te kaihoahoa a Hubei "Ko te Whare Wae Kowhai" hei whakaatu i nga ahuatanga o te rohe. I tua atu, ko Xiangyun, Crane, me te pounamu "Phoenix Feather" (He tino pai a Hubei ki a Phoenix) kia ngawari ake te pikitia katoa; I taua wa ano, tohuhia te "9 tohu", te waahi hoko nui rawa atu o te hua, kia pai ai te whakatairanga i nga hoko.

The Recognition

About the A' Design Award Parahi

Ko Tsingtao 9 Degrees Momo Tarapi te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Tsingtao 9 Degrees Momo Tarapi he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Tsingtao 9 Degrees Momo Tarapi i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

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