120 Years of Tsingtao Beer: A Packaging Design Tribute

Unveiling Tsingtao Brewery's Award-Winning Anniversary Packaging

The packaging design is a fusion of brand and regional cultures, featuring illustrations based on historical documents and local traditional architectures. The outer case of the packaging, designed as a gift box, unfolds to both sides, inspired by the blossom of hops, a key ingredient in beer. Upon opening, consumers are greeted with three vintage Pilsner beers, a nod to the brand's long-standing brewing tradition.

The design team faced the challenge of finding a universally accepted cultural icon in Qingdao that also had a close connection to Tsingtao Beer. The solution was to select iconic symbols and colors from the brewing process, effectively showcasing the theme of the anniversary. The result is a packaging design that not only celebrates the brand's milestone but also invites users to consider Qingdao as an ideal destination.

The packaging is eco-friendly, made from specialty paper and produced through UV printing, hot stamping, and embossing. The dimensions of the packaging are Width 276mm x Depth 90mm x Height 286mm, making it a compact and convenient gift option for beer enthusiasts.

The design team, led by Junhai Zhu and Chuyue Wu, with graphic design contributions from Xiaolong Yang and Chengcheng Liu, began this project in January 2021 in Qingdao and completed it in April 2022. The team's efforts culminated in a design that not only serves a functional purpose but also tells the story of Tsingtao Beer and the city of Qingdao.

As a testament to the design's excellence, it was awarded Silver in the A' Packaging Design Award in 2022. This prestigious award is given to designs that demonstrate outstanding expertise and innovation, strong technical characteristics, and splendid artistic skill. The Tsingtao Beer packaging design certainly fits this description, offering a unique blend of brand and regional cultures, and a fitting tribute to the brand's 120-year history.