Country

中国(China)

Official website

http://www.tsingtao.com.cn

Images

Brand Name

TSINGTAO

Designer Name

Humberto Leon、Carol Lim

Position of Designer

Former KENZO Fourth Creative Director；the owner of the Boutique buyer shop opening Ceremony

Target Group

Young people who have self-confidence in domestic products, like domestic products every day, have national pride and cultural self-confidence, love trend culture (especially national trend culture) and the cultural spirit, innovative empowerment and significance of the times behind it, as well as those who love sports and pay attention to sports.

Major sales

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery; 餐饮&酒店 Restaurants & Hotel

Positioning

限量款/联名款 Limited Edition/IP Collaboration

Design Story

Over the past century, Tsingtao beer has always been a part of popular culture. The popularity of the times has shaped this brand into a century old classic. At the same time, as a "Chinese classic", Tsingtao beer also takes the "Centennial national tide" as the focus of cultural output to continuously show Chinese culture to the world. Tsingtao beer is not only a beer brand, but also a cultural symbol. As a representative of the national trend, Tsingtao beer has integrated with western modern fashion in this project and interpreted Chinese culture and elements with the concept of fashion. In this cross-border marketing, Tsingtao beer, together with the "creator of the tiger head" - Humberto Leon and Carol Lim, two internationally renowned designers, launched a new national trend tank in the year of the tiger at the coming year of the tiger. Drawing inspiration from the long-standing hieroglyphics and Chinese seal script, the two designers re shaped the brand "Qingdao" and created a lifelike "national tide double tigers".

Highlights

The national tide pot in the year of the tiger is a new attempt in the field of cross-border cooperation. It has carried out cross-border joint cooperation with the "creator of the tiger head" - international well-known designers Humberto Leon and Carol Lim. The integration of the year of the tiger elements and brand elements gave birth to a new visual style of brand logo and pattern; Deduce Chinese traditional culture with western modern fashion and collide Chinese and Western elements; The logo of Tsingtao beer is combined with Chinese calligraphy and hieroglyphics to form a new pattern; The overall color matching of the product follows the retro color background and uses the classic brand font color matching to reflect the depreciation scratches of the traces of years, and retains the brand style.

Market Performance

The product has sold 60000 kiloliters since its launch

Material

其他

Craft

Originally from the low-temperature fermentation process in 1903, the 1903 old recipe is combined with the century-old yeast, using the global selected high-quality barley and hops, rich and unique, mellow overflowing.

What functional designs of the work have enhanced the user experience?

The China-fashion tank of the Year of the Tiger adopts the design treatment of frosted texture, which is more smooth than the smooth design and has more texture, while increasing consumers' tactile memory of its products.