Landor Associates, which handled the task for four variants within the main brand, described the change as an evolution. "Our challenge was to create a classic, distinctive and highly differentiated brand image without diluting the heritage of the brand," said Landor's senior branding consultant Janice Siu.
The elements of water, wheat ring and Chinese pavilion, which characterise the brand's heritage, have been retained, but redrawn in clean, contemporary lines with a three-dimensional effect. The new packaging features the redrawn symbol and proprietary typeface. Siu said the oval label device had been given a stylish facelift. There is also a "confident use" of the brand's colours to deliver a stronger and more contemporary brand presentation, she added.
The new Tsingtao Classic cans were launched before Chinese New Year. The bottles will roll out later this month, tying in with a major television and print push.
No date has been set for the roll out of the draft, premium and light variants.
Siu said the revamp was linked to Tsingtao's plan to further develop its export business. Earmarked by the Government for development into a robust export brand, the 101-year-old company was saddled with an image that was "getting old, (and lacking) energy and international appeal".
"Based on our BAV (Brand Asset Valuator) findings, Tsingtao is clearly one of the strongest brands in the beer category in China," said Siu.
"The brand enjoys a higher brand stature than any competitor currently in the market. However, a number of key international competitors - Budweiser, Heineken, Calsberg and Beck's - have established a greater brand strength than Tsingtao."
The group also has to deal with a portfolio that, some say, has ballooned to as many as 400 variants following its mid-'90s acquisition spree, which saw Tsingtao grow from four to 48 breweries.