青岛啤酒-白啤
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项目名称 Project Name:青岛啤酒-白啤 Tsingtao Beer

客户 Client:青岛啤酒股份有限公司 Tsingtao Co., Ltd

创作年份 Year:2019

作品尺寸 Size:3840*2160

创意总监 Creative Director:潘虎 TigerPan

设计师 Designer:潘虎 TigerPan 迟谦 Qian Ci

插图 Illustration:易萍 Ping Yi

 

 

项目创作背景

Project Background

 

青岛啤酒是中国最早的啤酒生产企业之一,于1903年由英德两国商人合作开办。这一次推出的青岛啤酒白啤,是一款具有花果清香、酒体浑浊的艾尔啤酒,是青岛为了丰富产品口味,以适应不同消费者所推出的重要产品。

 

保留并强化青岛品牌的识别性尤为重要,品牌的高级感更需要一定程度的提升。我们重新设计TSINGTAO的字体,使其品牌识别度更强;八边形的外框设计则借鉴欧洲族徽的构成方式,既给消费者带来历史悠久、正统啤酒的感受,亦对品牌信息作了清晰有效的梳理排列;八边形亦是酒桶的外形,因此左右两边木纹以及金色的运用,增强了产品的品类认知。

 

插画设计灵感来自青岛啤酒博物馆以及青岛啤酒于1906年获得的慕尼黑啤酒博览会金奖证书。标签左侧由舒展的啤酒花、下落的丁香花、闻香而来的蝴蝶、满罐啤酒的酒桶、以及捧着酿酒小屋的家庭守护女神赫斯提亚(Hestia)和几株成熟茁壮的小麦构成,植物与动物的贯穿赋予啤酒鲜活清香、原汁原味的感受;标签右侧由青岛啤酒厂址的海景、手握丁香花圈的谷物女神德墨忒尔(Demeter)和青岛啤酒博物馆以及运载啤酒酿造师的马车组成,搭配以下落的丁香花和蝴蝶,和左边的画面相呼应,给消费者带来历史悠久、血脉相承的正宗又神秘的感受。标签插画以版画的形式绘制,笔触细腻而生动;产品信息经过精心梳理后排布,为产品赋予专业感;玻璃瓶颈标的设计犹如人的领结,为产品增添了些许仪式感;易拉罐装则为颈部增加带有菱格纹理的蓝色色块,整体提升外观的色彩层次,且与瓶装的颈标相呼应。

 

整体的色调以白色和蓝色为主色调,恰到好处的点缀以红色和金色,经过细节与调性的整体把握,让整体的设计调性显得沉稳并高级,给人以信任感。

 

Tsingtao Beer, established in 1903, has the longest history of brewing in China. The white beer of Tsingtao is one of its key products with a fruity flavor and cloudy body. It is launched to meet the consumers’ needs of recreation.

 

The original logo of Tsingtao is upgraded with an adjustment of typeface, yet the feeling is kept unchanged. Meanwhile other elements like cast-shape, matched with gold and wood texture, are applied to enhance a feeling of high-end. A totem is made in a family-crest-like way, which offering a historical and authentic sense.

 

The inspiration of the illustration is from a certificated won by Tsingtao from 1906 Beer Championship in Munich. In the scene, hops, lilacs, wheat, butterflies and beer barrels and a goddess holding a brewing house are depicted on the left side. On the right, Tsingtao factory, museum, brewing masters in carriage and another goddess grasping a garland are illustrated. The sense of freshness, fragrance, authentic taste and mysterious antiquity is exhibited in a most beautiful way. The neck label is designed as a bow tie, the top of the can is decorated in blue pattern, bringing to consumers a comfortable and well-organized color scheme.

 

The color tone of white and blue is matched with little red and gold, contrasting the label from the glass bottle. The detailed packaging scheme and strict control of printing make the product a mature and professional one.