Tsingtao beer, Blessed lucky year

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.