The inspiration for the Tsingtao 9 Degrees label design comes from the famous Chinese painting, "White Clouds and Yellow Cranes," which depicts the iconic Yellow Crane Tower in Hubei Province. Jin Zhang extracted elements from the painting, such as the Yellow Crane Tower, auspicious clouds, and cranes, and expressed them in a more concise and visually appealing manner. Additionally, the "phoenix feather" on the bottle neck label draws inspiration from Hubei, a place where the phoenix is highly admired.
What sets Tsingtao 9 Degrees apart is its ability to strike a balance between the brand's identity and the local culture. The left side of the label prominently displays the brand name, ensuring instant recognition for consumers. On the right side, the label showcases the most representative symbol of Hubei - the Yellow Crane Tower - capturing the essence of the local characteristics. The inclusion of auspicious clouds, cranes, and the bottleneck mark "Phoenix Feather" adds flexibility and visual interest to the overall design. Notably, the product's biggest selling point, "9 degrees," is also highlighted, effectively promoting its unique quality.
In terms of production, Tsingtao 9 Degrees prioritizes cost-effectiveness and efficiency. The designer opted for commonly used silver stickers for the labels, ensuring a seamless integration with the overall design. The dimensions of the label are 65mm in width, 65mm in depth, and 265mm in height.
With its thoughtful design, Tsingtao 9 Degrees aims to create an instant connection between consumers and the brand. This beer is exclusively available in Hubei, China, and the use of familiar elements such as architecture, cranes, and phoenixes from the region's culture helps establish a sense of familiarity and friendliness. The large font on the left side of the label ensures that the brand is easily visible at first glance, further strengthening the brand-consumer relationship.
The Tsingtao 9 Degrees project commenced in Wuhan, China, in December 2021 and was completed in May 2022. The beer was officially launched and made available for sale in Hubei, China, in August 2022.
Jin Zhang's design process involved extensive research to strike the right balance between the brand and the local culture. By placing the brand at the forefront and expressing the local cultural elements in silver, the design ensures that the brand remains the focal point while providing a sense of quality upon closer inspection. This approach efficiently conveys familiarity to the local population.
The main challenge faced during the project was finding the right balance between the brand and the local culture. The designers needed to understand the logic behind consumers' purchasing decisions. Ultimately, they decided to highlight the brand in a limited manner, leveraging its already high reputation. When consumers encounter the product, they are pleasantly surprised by the inclusion of familiar city landmarks and other elements, enhancing their overall experience.
It is important to note that the intellectual property, patents, and copyrights for Tsingtao 9 Degrees are owned by Tsingtao Brewery. This design has also received recognition and accolades, winning the Bronze A' Packaging Design Award in 2023. This prestigious award is bestowed upon designs that demonstrate outstanding creativity, resourcefulness, and a commitment to improving the quality of life through art, science, design, and technology.
Project Designers: Jin Zhang
Image Credits: Jin Zhang
Project Team Members: Jin Zhang
Project Name: Tsingtao 9 Degrees
Project Client: Jin Zhang