China   |  2022

MUSE Design Awards Gold Winner

Tsingtao Centennial Brew Beer Limited Edition

Entrant Company

Ivie

Category

Packaging Design

Client's Name

Tsingtao Beer Co., Ltd.

Sub-Category

Limited Edition

Tsingtao Centennial Brew Beer Limited Edition INSPIRATION: Ivie was tasked by Tsingtao to develop the packaging design for a limited-edition centennial brew beer, which was launched to celebrate the brand’s centennial milestone in business. Tsingtao wanted to leverage this limited-edition product to showcase its DNA as a brand with strong heritage and tradition, that comes with high-quality craftsmanship. Through our deep understanding of the brand, we took the approach of communicating Tsingtao as one of the pioneers in the country, with a storytelling message of how it started delivering high quality and smooth tasting beer to consumers. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Ivie’s design inspiration was drawn on telling a story of how beer was transported back in the olden days. With horse-carriages being the main mode of transportation back then, we created a unique illustration of a traditional-looking horse-carriage that featured prominently in the design. Integrating expertly into the illustration are quality-sourced beer-making ingredients that forms a circular trail to communicate the journey taken by Tsingtao in delivering a top-quality beer to your doorsteps.

Credits

Managing Director
Malcolm Zhu
Group Creative Director
Ryan Kam
Creative Director
Cao Jun
Creative Group Head
Tom Guo
3D Designer
Tony Xia
Business Director
Darren Wong
Account DIrector
Hugh Shen
Studio Director
Lily Wu
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