From passion project to influential brand. Jing-A has evolved from two friends captivated with wild, weird flavors of China into a cultural hub – quenching Beijing’s endless thirst for high-quality craft beer.
Fiercly proud of their capital roots, Jing-A captured the cities roguish spirit as they joined the first wave of microvrewries to hit the city. Beijing is a city of contrast, where history and youthful spirit coexist ina melting pot. It’s a city that inspires Jing-A’s identity – through a design concept of ‘Future meets History’. Finding the elements of historical culture and inverting, reinventing or building on them with contemporary culture and new expressions – often with humor.
In collaboration with the Jing-A team, we designed the new visual identity system, packaging design, brewpub menus and service items, created posters to support the collaborative seasonal brews and more!
The new design kicked up a brewhaha.
Jing-A has become an icon for locals and visitors alike to share an authentic experience beyond craft beer. The refreshed identity propelled distribution across China, bringing the spirit of Beijing and cultural influence of the brand to the next generation of Chinese beer drinkers.
- Agency/Creative: Jing-A and MetaDesign China
- Article Title: Brand Redesign for Jing-A
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: China
- Agency/Creative City: Beijing
- Market Region: Global
- Project Deliverables: Brand Identity
- Industry: Food/Beverage
- Keywords: WBDS Agency Design Awards 2021/22
Founders: Alex Acker & Kris Li
Art Director: Becky Lane