2022 | Professional
Entrant Company
Category
Client's Name
Country / Region
Tsingtao Beer - Blessed lucky year
Sharing a drink is a means of communication, and a profound form of emotional exchange. We set ourselves to identify and create a fresh image of beer that embodies the spirit of traditional festivities such as Chinese New Year, a catalyst for joyful family reunions across the generations. Our solution is rooted in Chinese national culture. “Fu” “ Lu” “Shou” are three deities in traditional Chinese belief, which respectively symbolise Fortune, Prosperity, and Longevity. We recreated the image of the three traditional figures through comic-style visual language, subverting the audience's stereotyped cognition of “Fu” “Lu” “Shou”. The unconventional approach reimagines the archaic deities and rejuvenates them as modern, fashionable, and fun characters. The modernised “Fu” “Lu” “Shou” bridges the cultural gap between generations and anchors the product’s appeal across the consumer age spectrum.
Credits
Entrant Company
Guangzhou Focus Architecture Design Consultants Co., Ltd
Category
Interior Design - Retails, Shops Department Stores & Mall
Entrant Company
Guangdong Voion Eco Packaging Industrial Co., Ltd.
Category
Packaging Design - Fashion, Apparel & Accessories
Entrant Company
ChangeUp
Category
Packaging Design - Beauty & Personal Care
Entrant Company
Lead8
Category
Architectural Design - Retails, Shops, Department Stores & Mall