Michael McDonnell
Creative Director/Art
Home Page Tiles_Tsingtao A.jpg

Tsingtao: Year of the Horse

To help Tsingtao celebrate the Chinese New Year we developed a Year of the Horse campaign that felt traditional to our core Chinese American base, but grabbed the attention of the domestic market as well. The hero image was also bilingual, allowing us to use the same materials in both markets without printing two versions.

 

Tsingtao

We created a Year of the Horse campaign for Tsingtao to celebrate Chinese New Year. Our goal was to appeal to both our core Chinese American base and the domestic market. To achieve this, we developed a bilingual hero graphic that could be used in both markets. This helped us create a traditional feel for our Chinese American base while increasing awareness and attention in the domestic market.

Channels: Packaging, print and website

 
 

LIMITED EDITION PACKAGING: The design was so well received by the client that it was picked up by the Hong Kong Market.

 
 

WOOD CUT: To make the design more authentic, we incorporated the symbolic animal and element of the Chinese calendar. We laser cut the design into wood, scanned it, and then retouched it to create the final artwork.

 

RETAIL

C-STORE & BAR COLLATERAL

 

TSINGTAO.com: The website is design to deliver top line information about Chinese culture to general market consumers.

 
 

SECONDARY PAGES: The site also delivers detailed descriptions of the beer and its 100 plus year history.