Peiping Machine is a craft brewery that is dedicated to purist brewing techniques and consistent quality. The logo sources “Li Shu” style brush calligraphy from Peking-era ephemera, and attempts to modernize it by accentuating the strength and sharpness of the strokes. The identity, including promotional imagery, is completely typography-based. The brand strives to present an authentically Asian tone of voice, but maintains a collected sense of objectivity.
CREDIT
- Agency/Creative: Meat Studio
- Article Title: Branding and Packaging Design for Beijing Brewery Peiping Machine by Meat Studio
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Packaging
- Agency/Creative Country: China
- Market Region: Asia
- Project Deliverables: Brand Guidelines, Brand Identity, Brand Redesign, Brand Refinement, Brand Rejuvenation, Brand Strategy, Branding, Graphic Design, Identity System, Packaging Design, Photography, Product Naming, Rebranding, Research, Tone of Voice
- Keywords: Craft Brewery, Peiping, Beijing, Beer
FEEDBACK
Relevance: Solution/idea in relation to brand, product or service
Implementation: Attention, detailing and finishing of final solution
Presentation: Text, visualisation and quality of the presentation
