Tsingtao New Packaging Design

A Time-Honored Beer Brand of China

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Tsingtao is a well-known Chinese beer established in 1903, a leading brand in China and the most widely recognised Chinese brand worldwide. Tsingtao has accompanied generations of Chinese over the years and is typically the first beer Chinese men have experienced.

BREATHING NEW LIFE INTO THE HERITAGE BRAND

This heritage means that Tsingtao is universally known and part of the fabric of China’s culture, but also means it is perceived by the younger generation as “my father’s beer.” Today, Tsingtao wants consumers to recognise the brand’s passion, youthfulness and establish a fashionable brand image as a truly global beer brand, on par with Heineken or Budweiser. Thus to attract Chinese millennial, Tsingtao needed to shift consumer perceptions from “my father’s beer” to “my beer.”

STAYING RELEVANT WITH TODAY’S CONSUMERS

In helping Tsingtao lead the way as the first global Chinese beer brand, we first looked at what Tsingtao meant to their consumers today. Despite some success in recruiting the younger generation, Tsingtao is still seen as a Chinese beer to be enjoyed only when eating Chinese food. We encouraged Tsingtao to think like a global brand and to truly be global; Tsingtao must rise above their country of origin and create specific beer moments that are relevant and complementary to today’s consumer lifestyle.

“BETTER TOGETHER” WITH TSINGTAO

We turned stereotypical associations with Tsingtao, a beer typically enjoyed around a Chinese dining table, into the essence of the brand. Even in the younger generation, mealtime is still the primary occasion for socialising whether it’s with friends or family. So we wanted to associate the brand with the richly satisfying moments of coming together. Moments are more enjoyable with the right company, dinner is better together with Tsingtao.

ESTABLISHING A TRULY GLOBAL CHINESE BRAND

The design challenge was daunting – how to bring forward over 100 years of brand equity while also reinvigorating and modernising the brand to reflect today’s China. Given Tsingtao’s strong heritage, we audited their key brand assets and identified the key assets to aid consumer recognition, leverage the reputation and heritage and create affiliation with the brand. The resulting design breathes new life into heritage elements of the brand while creating new brand assets to bring Tsingtao forward as a premium, modern and truly global Chinese brand.

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Dragon Rouge

We’re red-blooded, networked and nimble. We’ve been in business for 35 years and have 8 offices around the world. We’re in Hamburg, London, New York, Paris, Shanghai, Singapore, Sao Paulo and Warsaw. We’re a global tribe of strategists, designers and account managers working on an exciting mix of brands – from sport and fashion to tech and entertainment. And more. We’re as happy holding 4-day design sprints as we are in running research or in board rooms challenging our clients. Our history in consumer research and insight means we’ve developed a sixth sense for building brands that people love.

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