Dou Xiaojiu Дизайн на опаковка от Lei Xue

Дизайнът Dou Xiaojiu Дизайн на опаковка от Lei Xue е високо уважаван носител на престижната 2024 Бронзова награда A' Design Award в състезателна категория Дизайн на опаковки.

БронзОпаковки· 2024

Dou Xiaojiu Дизайн на опаковка

от Lei Xue

Клиент: Beijing Forestry University

Носител на Бронзова награда A' Design Award в категория Опаковки

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Верифициран носител на награда

Проверете статуса на наградата за #159368

Вижте в A' Design Award Прессъобщение Значка за награда

Цветове

Дизайнът

За Dou Xiaojiu Дизайн на опаковка

История на Dou Xiaojiu е марка за алкохол в малки бутилки, разработена за офис служители в първокласните градове на Китай. Като културна и креативна алкохолна марка, тя представя концепцията на анимация и blind box, която разказва историята на офис служителите чрез карикатури върху бутилката, откликвайки при потребителите. Dou Xiaojiu е преобърнала възприятията на хората за алкохола по отношение на вкус, дизайн и копирайтинг, донасяйки приятна изненада на потребителите. Марката Dou Xiaojiu има двойно значение, представляващо китайски алкохол, който прави потребителите щастливи.

Признанието

За Бронзова награда A' Design Award

Dou Xiaojiu Дизайн на опаковка е носител на Бронзовата награда A' Design Award — високо престижно признание, присъждано на изключителни дизайни, които се отличават с творчество, изобретателност и проницателност. Бронзовите победители са изобилно умели и поразително творчески артефакти, които удостоверяват богатия опит, въображение и находчивост на своите дизайнери. Очаква се Dou Xiaojiu Дизайн на опаковка да бъде високо ценен, възхищаван и обичан предмет, забележително професионален и иновативен. Този дизайн, спечелил Бронзовата награда A' Design Award, включва най-добрите практики в изкуството, науката, дизайна и технологиите и е отличен с вниманието си към детайла. Dou Xiaojiu Дизайн на опаковка великолепно удовлетворява нуждите, докосва желанията, очарова чувствата и привлича любопитството.

Зад дизайна

Прескомплект

Информация за екипа, авторите и техническите детайли, предоставена от дизайнера.

Уникални свойства: " Dou Xiaojiu 's Story" is a small-bottle liquor brand developed for white-collar workers in China's first-tier cities. As a cultural and creative liquor brand, it features the concept of "cartoon + blind box", which tells the story of white-collar workers through cartoons on the bottle body, resonating with consumers. " Dou Xiaojiu " has overturned people's perceptions of liquor in terms of taste, design and copywriting, bringing consumers a pleasant surprise.
Размери и опаковка: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Тагове: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Производствена технология: The “Dou Xiao Jiu” Baijiu bottle is a high-quality transparent glass bottle with the cap of silver-plating process. The packaging has two types, one type is sold individually, the other is gift box containing 6 bottles, made of white cardboard, mainly in the form of blind boxes. In addition, its transport package is equipped with kraft paper, a total of 4 gift boxes per transport package, for protecting the transportation process. This Baijiu (Chinese liquor) comes from China’s famous company of Fen-flavor Liquor. The alcohol content is 40%, which is more acceptable for young people.
Дизайнерско предизвикателство: Creativity:
“Dou Xiao Jiu” brand has double meanings. The Chinese character “Dou” literally means “soybean” in English, which represents grain, and it is metaphor for Baijiu brewed from grain. Another meaning is that it's the same sound with Chinese character “Funny”, representing “interesting, happy, and joyful”.
The literal translation of “Xiao Jiu” is the number 9. In Chinese culture, it represents the meaning of “ Long and long happiness”. Another meaning is homonymous with the Chinese word “liquor”, which means that the product type is Small-scale Baijiu.
In conclusion, the double meaning of the brand is that it represents the Chinese Small-scale Baijiu that can make consumers feel happy, funny and interesting.
Challenge:
The first challenge in creative design process is to create the natural emotional links with young consumers by more interesting new form of “Dou Xiao Jiu” brand. The second challenge is to solve the conflict between the richness of cartoon comics and the unity of brand image, as well as to ensure the timely update of “Dou Xiao Jiu” comic story.
Изследване: Type: Brand Design Research
Goal: Design a best-selling liquor brand online for China's new generation of young people.
Methods: The questionnaire interview, big data analysis, target group research, brand planning analysis are used in this project, and Photoshop, Adobe Illustrator, C4D software are also used to create and design “Dou Xiao Jiu” brand. Meanwhile, the variety of commodity packaging printing processes for batch production are used comprehensively.
Results: The brand and packaging design characteristics of “Dou Xiao Jiu” are identified as miniaturization, IP comic image, modularity and green environmentally.
Effectiveness/Impact: It is the first small comic-themed Baijiu brand for public in China. “Dou Xiao Jiu” has subverted people’s cognition of the past liquor from the different dimensions of liquor taste, brand design, product copywriting, which brought the surprise for consumers. Therefore “Dou Xiao Jiu” Baijiu has achieved good sales after its marketing.
Вдъхновение: According to research, the main consumer group of small bottles of liquor is young people in first-tier cities. In the era of Internet marketing, these people like individualization and uniqueness. We need to establish an emotional connection with them through a "storytelling" design. The packaging should meet the requirements of both offline restaurant sales and online retail.
Продължителност на проекта: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Работен процес: The product is mainly sold on shopping websites and 24-hour convenience stores, and the sales scenes are including young people’s shopping, friends gathering, and drinking alone. The consumers usually drink the “Dou Xiao Jiu” Baijiu with dishes such as barbecue, hot pot and etc., which are favored by Chinese young people.
Патенти: This work is all original images not copyrighted.
Членове на екипа: LeiXue
XingxingLi
YangMao
YiLi
Автори на изображенията: This work is all original images not copyrighted.