Country
中国(China)
Official website
http://www.tsingtao.com.cn
Images
Brand Name
TSINGTAO
Designer Name
无
Position of Designer
无
Target Group
Young consumers over 18 who like new things and enjoy the charm of the night.
Major sales
电商 E-commerce; 大型商场 Shopping Mall; 其他销售渠道 酒吧 bar
Positioning
限量款/联名款 Limited Edition/IP Collaboration
Design Story
As young people gradually grow into the main consumer in all walks of life, more and more brands are also beginning to pay attention to the improvement of the consumption experience of young people.From 2018 to the opening of the colorful world in 2019, his imagination has always attracted a lot of young people.In 2021, Night Cat has a new packaging and upgrade and marketing play.
Highlights
"Cat cat" crossover, Galeries Lafayette cat Choupette, itself is the fashion darling, and because of inheritance become "the world's richest cat", caused extensive discussion among netizens around the world, and Qingdao beer night cat combination, especially launched the night cat MUSE plate and night cat MUSE small beer bag, and the young people the most popular blind box form, and product binding sale.
Market Performance
During the double ⼗⼀ period, Tsingtao beer sales increased by 30%, fans 1000%, and store visitors by 1307%.The latest night cat beer sold out in 10,000 cases on Tmall.
Material
其他
Craft
The most advanced pure technology, make the wine color more transparent, more white and delicate foam; using top Czech Sachs wine, make wine more rich, leisurely; select Canada and Australia gold double barley, wine taste more pure, endless aftertaste.
Does the design solve the problems that are common across the product category?
Night cat beer has always used a variety of cat images as the visual, packaging design continues the night cat "late night series" black, "Muse" as the concept, supplemented by KARL LAGERFELD brand stripes, star elements, the bottle printed with Karl Lagerfeld and cat Choupette Lagerfeld classic pattern.Special frosted feel with advanced black and white color system, to attract the attention of many consumers.
What functional designs of the work have enhanced the user experience?
[Night Cat MUSE small beer bag] consists of mouth red envelope, card bag, earphone bag and bottle opener; [Night Cat MUSE plate] is composed of a group of multi-functional porcelain plate, which can be used as snack plate, jewelry plate, indoor display and other purposes.There is also a mysterious hidden style, which is specially prepared by Tsingtao Beer spokesperson Hua Chenyu and his beloved cat perper.
Did the design help increase the sales performance of the product?
During the double ⼗⼀ period, Tsingtao beer sales increased by 30%, fans 1000%, and store visitors by 1307%.The latest night cat beer sold out in 10,000 cases on Tmall.
Does the work consider sustainability (environmentally or commercially, or both)?
Tsingtao Night Cat series jointly signed Karl Lagerfeld, Karl Lagerfel is a hot figure in the fashion circle, Tsingtao Beer Night cat series will also have continuous exposure.The addition of fashion elements can improve the style of products, open the market of young consumers, and help products to break the circle, so as to effectively spread.At the same time, the blind box products designed by Tsingtao Beer follow the sale mode of fashionable play products. All the [Night Cat MUSE small beer bag] and [Night Cat MUSE plate] can be used as tableware, display items and jewelry for many times.