Tsingtao Beer – Blessed lucky year

青岛啤酒- 三星高照

Drinking is not only a way of communication, but also an emotional exchange. To find out the most suitable beer image for family reunion during Chinese New Year and festivals which allow elders and younger generations to enjoy the happy moment together, we decided to find the answer from the “root” of Chinese national culture. “Fu” “ Lu” “Shou” are the three gods in Chinese beliefs, which symbolize happiness in life, smooth work and long life. We redesigned the image of the gods in traditional culture through comic-style visual language, subverting the audience’s stereotyped cognition of “Fu” “Lu” “Shou”, as if opening the arbitrary door of imagination instantly, making the traditional Fu Lu Shou image more modern and fashionable. It has narrowed the differences in the concept of consumer groups of all ages.