Tsingtao Beer, established in 1903, has the longest history of brewing in China. Since its setup, it has been awarded internationally and multiply. The white beer of Tsingtao is one of its key products with a fruity flavor and cloudy body. It is launched to meet the consumers’ needs of recreation.
The original logo of Tsingtao is upgraded with an adjustment of typeface, yet the feeling is kept unchanged. Meanwhile other elements like cast-shape, matched with gold and wood texture, are applied to enhance a feeling of high-end. A totem is made in a family-crest-like way, which offering a historical and authentic sense. The inspiration of the illustration is from a certificated won by Tsingtao from 1906 Beer Championship in Munich. In the scene, hops, lilacs, wheat, butterflies and beer barrels and a goddess holding a brewing house are depicted on the left side. On the right, Tsingtao factory, museum, brewing masters in carriage and another goddess grasping a garland are illustrated. The sense of freshness, fragrance, authentic taste and mysterious antiquity is exhibited in a most beautiful way. The right side of the logo is interacting with the goddess, which allows an imagination that the goddess brings the customized beer to populace. The neck label is designed as a bow tie, making the drinking a ceremonial enjoyment. The top of the can is decorated in blue pattern, bringing to consumers a comfortable and well-organized color scheme.
Brown glass and can are adopted to fill the beer.The color tone of white and blue is matched with little red and gold, contrasting the label from the glass bottle. The illustration is deconstructioned and eye-catchy branding message is fused into the scene. The detailed packaging scheme and strict control of printing make the product a mature and professional one.