Qinshihuang Cpa บรรจุภัณฑ์เบียร์

Press Kit

Unique Properties

The packaging design aims to interpret the pale ale full of Chinese characteristics. To highlight its cultural characteristics, the bottle shape and bottle neck are designed with typical elements in Qin dynasty. The flag round the bottle neck indicates that it pioneers the China Pale Ale category in the industry. The central seal character as the unified font in Qin dynasty leads to a traditional, classical style. Qinshihuang Cpa guides the industry towards the new trend of China pale ale.

Dimensions & Packaging

315 ml bottle: 200 x 62 mm
550 ml can: 159.5 x 66 mm

Tags

CPA, Chinese traditional culture, packaging of beer, craft beer, elements of Qin Dynasty

Production Technology

aluminium can, glass bottle

Design Challenge

The challenge faced by us is that how to highlight the distinctiveness and superiority of the product through the packaging design. To achieve that, we integrate multiple elements of Qin Dynasty into a bottle of the modern style under the reinterpretation of Qinshihuang, thereby enabling users to experience the flavor and culture of China.

Research

IPA features top fermentation, highalcoholconcentration and strongsmellofhops, most of which adopts malt, hops and yeast from Britain as materials. Considering that, this CPA is brewed with basic materials full of Chinese characteristics, namely those Chinese crops widely planted in Qin Dynasty, so as to create a brand-new China Pale Ale style.

Inspiration

Ipa, namely India Pale Ale, is the most popular category of craft beer globally. Based on that, the design team conceived the concept of Cpa and designed this product, to provide craft beer lovers with a new option. As a pioneer in China Pale Ale, this craft beer is named after Qinshihuang, which aims to highlight its innovation in craft beer and to give a strong sense of cultural identity and confidence.

Project Duration

This product was designed and developed in February, 2020, in Beijing, and will be launched in January, 2023, in China.

Operation Flow

The bottle of Qinshihuang CPA shapes like jade goblet with cloud design in Qin and Han Dynasty, suggesting the product positioning and realizing a striking visual effect. Open the bottle cap to drink.