Peiping Machine Craft Beer

Peiping Machine Craft Beer

Client: Peiping Machine 北平机器
Design Company: Meat Studio
Creative & Art Direction: Ronald Tau
Design: Ronald Tau, Julius Hui
Photograph: Wang Di
Country: China

Peiping Machine is a Beijing-based craft brewery that is dedicated to purist brewing techniques and consistent quality. Founded in a machinery-manufacturing factory, the brewery, like its brewmasters and founders, has a taste for no-nonsense, top-quality beer crafting. The custom logo sources “Li Shu” style brush calligraphy from Peking-era ephemera, and attempts to modernise it by accentuating the strength and sharpness of the strokes. The identity, including the visual language on the packaging, is completely typography-based. The brand strives to balance East Asian sensibilities with a universal and modernist aesthetic.