Tsingtao Beer Primary Function: Sephuthelo sa Lebokose la Mpho ya Biri by Tsingtao Brewery Culture Media Co., Ltd. is a highly esteemed winner of the very prestigious 2022 Moputso oa Silevera oa A' Design Award in Moralo wa Phuthelo Competition Category.
SileveraPhuthelo· 2022
Tsingtao Beer Primary Function: Sephuthelo sa Lebokose la Mpho ya Biri
by Tsingtao Brewery Culture Media Co., Ltd.
Client: Tsingtao Brewery Culture Media Co.,Ltd.
Moputso oa Silevera oa A' Design Award Winner in Phuthelo Category
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Verify Award Status for #132955The Design
About Tsingtao Beer Primary Function: Sephuthelo sa Lebokose la Mpho ya Biri
Book Text: Tsingtao Beer ke sephuthelo sa lebokose la mpho se entsoeng bakeng sa sehopotso sa lilemo tse 120 sa lebitso lena. Moralo ona o tšoere libiri tse tharo tsa mofuta oa khale oa Pilsner mme o ipapisitse le meaho e ikhethang ea Qingdao. Setšoantšo se kopanya libaka tse tummeng tsa lehae le setso sa lebitso, se bontša kamano pakeng tsa lebitso le setso sa sebaka seo. Lekhetlo la ka ntle le pheta ka mahlakoreng ka bobeli, motsamao o susumelitsoeng ke ho thunya ha hops, e leng e 'ngoe ea likarolo tsa biri. Libiri li senoloa ha lebokose la mpho le buloa. Ho sebelisoa pampiri e ikhethang, 'me tlhahiso e kenyelletsa khatiso ea UV, ho hatisa ka mocheso le ho hatisa litšoantšo tse phahameng.
The Recognition
About the Moputso oa Silevera oa A' Design Award
Tsingtao Beer Primary Function: Sephuthelo sa Lebokose la Mpho ya Biri ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Tsingtao Beer Primary Function: Sephuthelo sa Lebokose la Mpho ya Biri e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Tsingtao Beer Primary Function: Sephuthelo sa Lebokose la Mpho ya Biri ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.
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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