KONTAKT:
info@albertmorell.com +49 1590 64 00 847

Chong Qing

The brief:  Illustrated key visual for relaunch of beer brand label.

The context: While expanding further into the fast growing Asian market, the Danish brewing conglomerate Carlsberg Group aquired the regional chinese Chongqing Beer Group in 2013. In 2015, a full brand makeover took place, directed by Singapore based brand strategists DesignBridge. Out of several design routes, this „hot pot“ themed illustration finally was chosen for labeling the bottles and cans.

What I did: I created a „hot pot“ illustration, using loose line drawings while referring to asian aesthetics and traditional ornaments. The „hot pot“ is boiling with ingredients like barley and hops, referring to the brewing process. The lively upwards movement of the ingredients also symbolizes the vitality and dynamics of the Chongqing city area (Population 18 Mio. people) and reflects chinese festive traditions.

Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Youtube
Consent to display content from - Youtube
Vimeo
Consent to display content from - Vimeo
Google Maps
Consent to display content from - Google