China   |  2022

MUSE Design Awards Silver Winner

Tsingtao Beer Gift Box

Entrant Company

Tsingtao Brewery Culture Media Co., Ltd.

Category

Packaging Design

Client's Name

Tsingtao Brewery Culture Media Co., Ltd.

Sub-Category

Wine, Beer & Liquor

This gift box packaging is designed for the 120th anniversary of Tsingtao Brewery. By displaying the scenery of Qingdao that is highly influential in Tsingtao Beer's essence, it conveys the cultural connection between the region and the brand to the users. The packaging selects the landmark buildings of the coastal city Qingdao and the elements with the characteristics of Tsingtao Beer and expresses them in the form of illustrations. The color scheme of the illustration is selected from the materials and wine-making equipment in the beer brewing process, such as yellow from malt, green from hops, and red from the red walls of Qingdao, an iconic symbol of the city. The minimalist and flat design highlights the elements and architectural style with Tsingtao Beer's cultural characteristics and subtly demonstrates this integrated culture. When the user unfolds the gift box to the sides, the Tsingtao Brewery logo will be slowly displayed in front of the user. The inside of the gift box includes three bottles of limited-edition beer, and the design of the bottle itself is a replica of one of the first representative works of Tsingtao Brewery-Replica Pilsner. The retro texture of the design enhances the rich history of the product and sets off the atmosphere of the anniversary. This combination of regional art and branding not only endows the product with cultural value, but also rings an echo to consumers, inviting users from all over the world to learn about this excellent travel destination.

Credits

Art Direction/Tsingtao Brewery Culture Media Co., Ltd.
Junhai Zhu
Art Direction/Tsingtao Brewery Culture Media Co., Ltd.
Chuyue Wu
Graphic Design/Tsingtao Brewery Culture Media Co., Ltd.
Xiaolong Yang
Graphic Design/Tsingtao Brewery Culture Media Co., Ltd.
Chengcheng Liu
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