Tsingtao 9 Degrees 啤酒包裝 by Jin Zhang is a highly esteemed winner of the very prestigious 2023 A' Design Award 銅獎 in 包裝設計 Competition Category.

銅包裝· 2023

Tsingtao 9 Degrees 啤酒包裝

by Jin Zhang

Client: Tsingtao Beer

A' Design Award 銅獎 Winner in 包裝 Category

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Verified Award Winner

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Colors

The Design

About Tsingtao 9 Degrees 啤酒包裝

青島啤酒是中國最著名的啤酒品牌之一。在凸顯品牌的基礎上，品牌方需要展現各省的本土特色。設計師採用了湖北最具代表性的“黃鶴樓”作為設計元素。以展現地方特色。此外，還有湘雲、仙鶴、瓶頸“鳳羽”。（湖北很喜歡鳳凰）讓整個畫面更加靈活；同時，突出產品的最大賣點“9度”，有效促進銷售。

The Recognition

About the A' Design Award 銅獎

Tsingtao 9 Degrees 啤酒包裝是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Tsingtao 9 Degrees 啤酒包裝將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Tsingtao 9 Degrees 啤酒包裝出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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