It is easy to design a new brand, but it is extremely difficult to upgrade a national brand with a 30 billion volume.
Tsingtao beer classic, one of the most familiar Chinese beer.
It exists in the freezers on the streets, the dining tables of summer night stalls, and even the memories of generations.
However, familiar symbols also need to grow: classic models need to be updated and have a dialogue with contemporary aesthetics; 1903 need to be seen. As a medium and high-end product of Tsingtao Beer, his brother looks so similar that consumers cannot distinguish it from the classic model.
The core problem to be solved by the design is how to make the classics more confident and even explore the next generation of Tsingtao beer classics.

Name of Work | Tsingtao Beer Classic & 1903 Packaging Rejuvenation
Brand Holding | Tsingtao Brewery Co. Ltd
Original Design | Tiger Pan
Executive Design | Ye Jiafeng
Process Design | Xie Zhangkun and Lu Miaorong
Visual Presentation | Wu Juanjuan
Project Management | General
Media Relations | Xiang Lingli