Tsingtao 9 Degrees Шар Айрагны Савлагаа by Jin Zhang

Tsingtao 9 Degrees Шар Айрагны Савлагаа by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award Хүрэл шагнал in Савлагааны дизайн Competition Category.

ХүрэлСавлагаа· 2023

Tsingtao 9 Degrees Шар Айрагны Савлагаа

by Jin Zhang

Client: Tsingtao Beer

A' Design Award Хүрэл шагнал Winner in Савлагаа Category

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Verified Award Winner

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Colors

The Design

About Tsingtao 9 Degrees Шар Айрагны Савлагаа

Цинтао шар айраг бол Хятадын хамгийн алдартай шар айрагны брэндүүдийн нэг юм. Брэндийг тодотгох үндсэн дээр брэнд тал нь аймаг бүрийн орон нутгийн онцлогийг харуулах хэрэгтэй. Загвар зохион бүтээгч нь Хубэй хотын хамгийн төлөөлөл болсон "Шар тогорууны цамхаг" орон нутгийн онцлогийг харуулах. Үүнээс гадна Шиан Юн, Крейн, гацаа "Галт шувууны өд" (Hubei Phoenix-д маш их дуртай) зургийг бүхэлд нь илүү уян хатан болгох; Үүний зэрэгцээ борлуулалтыг үр дүнтэй дэмжихийн тулд бүтээгдэхүүний хамгийн их борлуулалтын цэг болох "9 градус"

The Recognition

About the A' Design Award Хүрэл шагнал

Tsingtao 9 Degrees Шар Айрагны Савлагаа нь A' Design Award Хүрэл шагналын ялагч бөгөөд бүтээлч чанар, овсгоо, цэцэн ухаанаараа ялгарсан шилдэг загварт олгодог маш нэр хүндтэй хүлээн зөвшөөрөлт юм. Хүрэл ялагчид бол хангалттай ур чадвартай, гайхалтай бүтээлч ажил бөгөөд зохион бүтээгчдийн өргөн туршлага, төсөөлөл, самбаатай байдлыг баталдаг. Tsingtao 9 Degrees Шар Айрагны Савлагаа нь өндөр үнэлэгдсэн, биширсэн, хайрласан зүйл, мэдэгдэхүйц мэргэжлийн, шинэлэг байх болно гэж хүлээгддэг. Хүрэл шагнал хүртсэн энэ загвар нь урлаг, шинжлэх ухаан, загвар, технологийн шилдэг туршлагыг шингээж, нарийн ширийнд анхаарал хандуулснаараа тод юм. Tsingtao 9 Degrees Шар Айрагны Савлагаа хэрэгцээг гайхалтай хангаж, хүслийг хөндөж, сэтгэл хөдлөлийг байлдан дагуулж, сониуч занг татдаг.

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