Tsingtao Brewery Culture Media Co., Ltd. · CLIENT: Tsingtao Brewery Culture Media Co.,Ltd.
Tsingtao Beer is a gift box packaging created for the 120th anniversary of the brand. The design holds three vintage Pilsner beers and is based on the distinctive architecture of Qingdao. The illustration combines local landmarks with brand culture, showing the link between the brand and the regional culture. The outer case unfolds to both sides, a movement inspired by the blossom of hops, one of the beer ingredients. The beers are revealed when the gift box is opened. Specialty paper is used, and production includes UV printing, hot stamping and embossing.
Press Kit
- 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.
- 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.
- 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.
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