Tsingtao Beer Primary Function: ᱵᱤᱭᱟᱨ ᱫᱟᱱ ᱵᱟᱠᱥᱟ ᱯᱮᱠᱮᱡᱤᱝ by Tsingtao Brewery Culture Media Co., Ltd. is a highly esteemed winner of the very prestigious 2022 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2022
Tsingtao Beer Primary Function: ᱵᱤᱭᱟᱨ ᱫᱟᱱ ᱵᱟᱠᱥᱟ ᱯᱮᱠᱮᱡᱤᱝ
by Tsingtao Brewery Culture Media Co., Ltd.
Client: Tsingtao Brewery Culture Media Co.,Ltd.
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱯᱮᱠᱮᱡᱤᱝ Category
Verified Award Winner
Verify Award Status for #132955The Design
About Tsingtao Beer Primary Function: ᱵᱤᱭᱟᱨ ᱫᱟᱱ ᱵᱟᱠᱥᱟ ᱯᱮᱠᱮᱡᱤᱝ
Book Text: ᱴᱤᱥᱤᱝᱛᱟᱣ ᱵᱤᱭᱟᱨ ᱫᱚ ᱵᱽᱨᱟᱸᱰ ᱨᱮᱭᱟᱜ ᱑᱒᱐-ᱟᱜ ᱵᱚᱪᱷᱚᱨ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ ᱢᱤᱫ ᱫᱟᱱ ᱵᱟᱠᱥᱟ ᱯᱮᱠᱮᱡᱤᱝ ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱩᱱ ᱫᱚ ᱯᱮ ᱛᱷᱚᱠ ᱯᱩᱨᱟᱹᱱᱟ ᱯᱤᱞᱥᱱᱟᱨ ᱵᱤᱭᱟᱨ ᱫᱚᱦᱚᱭᱟ ᱟᱨ ᱠᱤᱝᱰᱟᱣ ᱨᱮᱭᱟᱜ ᱟᱞᱚᱜᱟ ᱰᱷᱟᱹᱪᱟᱹ ᱛᱮ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ ᱾ ᱚᱱᱟ ᱪᱤᱛᱟᱹᱨ ᱫᱚ ᱡᱟᱭᱜᱟ ᱨᱮᱭᱟᱜ ᱡᱟᱭᱜᱟ ᱨᱮᱭᱟᱜ ᱪᱤᱱᱦᱟᱹ ᱡᱟᱭᱜᱟ ᱟᱨ ᱵᱽᱨᱟᱸᱰ ᱞᱟᱠᱪᱟᱨ ᱫᱚ ᱢᱮᱥᱟᱣ ᱟᱠᱟᱱᱟ, ᱵᱽᱨᱟᱸᱰ ᱟᱨ ᱚᱱᱟ ᱡᱟᱭᱜᱟᱶᱟᱠ ᱞᱟᱠᱪᱟᱨ ᱛᱟᱞᱟ ᱨᱮᱭᱟᱜ ᱡᱚᱲᱟᱣ ᱫᱮᱠᱷᱟᱣᱮᱫᱟ ᱾ ᱵᱟᱦᱨᱮ ᱨᱮᱭᱟᱜ ᱵᱟᱠᱥᱟ ᱫᱚ ᱵᱟᱨ ᱯᱟᱦᱴᱟ ᱛᱮ ᱵᱟᱲᱟ ᱚᱪᱚᱜ ᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱪᱟᱞᱟᱣ ᱫᱚ ᱦᱚᱯᱥ ᱨᱮᱭᱟᱜ ᱵᱟᱦᱟ ᱛᱮ ᱩᱫᱩᱜ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱵᱤᱭᱟᱨ ᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱡᱤᱱᱤᱥ ᱠᱟᱱᱟ ᱾ ᱫᱟᱱ ᱵᱟᱠᱥᱟ ᱡᱚᱠᱷᱚᱱ ᱦᱟᱸᱰᱮ ᱚᱪᱚᱜ ᱟᱠᱟᱱᱟ ᱚᱱᱟ ᱚᱠᱛᱚ ᱵᱤᱭᱟᱨ ᱠᱚ ᱧᱮᱞᱚᱜ ᱟ ᱾ ᱟᱞᱜᱟ ᱠᱟᱜᱚᱡᱽ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱱᱟ, ᱟᱨ ᱛᱮᱭᱟᱨ ᱨᱮ UV ᱪᱷᱟᱯᱟ, ᱦᱚᱴ ᱥᱴᱟᱢᱯᱤᱝ ᱟᱨ ᱮᱢᱵᱚᱥᱤᱝ ᱢᱮᱥᱟ ᱠᱟᱱᱟ ᱾
The Recognition
About the A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Tsingtao Beer Primary Function: ᱵᱤᱭᱟᱨ ᱫᱟᱱ ᱵᱟᱠᱥᱟ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Tsingtao Beer Primary Function: ᱵᱤᱭᱟᱨ ᱫᱟᱱ ᱵᱟᱠᱥᱟ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
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
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