AN OLD BEIJING BEER BRAND WITH OVER 80 YEARS OF HISTORY

Customer/Beijing Beer

Brand Strategy/Packaging Design

Contemporary revival of creative philosophy/court charm and century craftsmanship

1、 Background of Creation

As a time-honored brand with over 80 years of glorious history, Beijing Beer not only carries the taste memories of several generations, but also serves as a liquid witness to the culture and character of this city. To pay tribute to this rich history and meet the pursuit of cultural quality and scarcity by high-end consumers, we have launched the "Beijing Beer · Master Collection" series. This is not only a product, but also a drinkable 'time artifact'.

2、 Design concept: From "Beijing flavor" to "Beijing soul"

At the beginning of the design, we abandoned the common light and trendy elements of modern industrial beer, and instead explored the "royal temperament" and "origin of craftsmanship" in the brand's genes. The design core revolves around the three key words of "authority, inheritance, and rarity", aiming to perfectly integrate the palace aesthetics of Beijing as the ancient capital of the Six Dynasties with the historical status of Beijing beer as the industry's "golden signboard".

3、 Visual Language Analysis

Main color scheme: Palace royal deep blue

The overall label adopts a palace specific deep blue color that symbolizes nobility, solemnity, and mystery. This color is commonly seen in ancient imperial rituals and important ceremonies. It establishes a calm and atmospheric tone for the product, distinguishing it from the common sense of beer and conveying a visual suggestion of a "palace level" beverage.

Main visual: Golden signboard and jade seal symbol

Golden signboard: The words "Beijing Beer" in the center of the screen are presented using hot stamping technology, with a strong and powerful font. It is not only a name, but also an immortal "golden signboard" that has gone through more than 80 years of wind and rain, symbolizing the authoritative position and excellent reputation of the brand in the industry.

Jade Seal Imprint: The design cleverly incorporates jade seal elements. As a symbol of imperial power and credit, the jade seal symbolizes Beijing Beer's commitment to quality and official certification of traditional brewing techniques. It gives the product a sense of ritual with a historical seal.

Material and craftsmanship: touchable luxury

Hot stamping and embossing: Each golden line and decoration is processed with high-precision hot stamping technology, combined with three-dimensional embossing technology, making the dragon pattern or traditional pattern on the label surface clear in hierarchy, and showing nobility in the flow of light and shadow.

Relief craftsmanship: The key pattern part adopts relief effect, enhancing the visual impact through the touch of fingertips, allowing consumers to feel the heavy historical weight and cultural texture through the packaging before opening a bottle of wine.

4、 Type selection: 750ml cork bottle

Using a 750ml capacity cork bottle, paying tribute to the classic wine bottle shape, symbolizing that this beer is like top-notch red wine, with aging potential and collection value. The way cork is opened further elevates the sense of ritual in wine tasting, and every opening is a conversation that transcends time.

The 'Master Collection' is not only an upgrade of beer flavor, but also a visual and cultural feast. We hope that through the ultimate polishing of every detail, consumers can taste the glorious era that belongs to Beijing and history while raising their glasses.

2022