All Asian beers are in consideration for the Chinese New Year, and Kirin and Sapporo are more likely well known. Tsingtao needed a program that would allow it to stand out and prove worthy to be the only beer consumers celebrate the Chinese New Year with. Given that this promotion centered around the Year of the Dragon, the obvious thing was to incorporate a dragon. But not just any dragon, I designed a dragon that is made entirely from the art on the label. This made the dragon completely exclusive to the brand. Inspired by Chinese paper dragon parades, I wanted this campaign to emulate that celebratory look and feel.
The first three pieces are three sides of a 3-sided display card. The dragon playfully wraps around the piece, so though not entirely seen in full, his presence is always felt. The other two visuals are pennant strings and a general market grocery store display.