Dou Xiaojiu Reka Bentuk Pembungkusan oleh Lei Xue

Reka bentuk Dou Xiaojiu Reka Bentuk Pembungkusan oleh Lei Xue ialah pemenang yang sangat dihormati bagi 2024 A' Design Award Gangsa yang amat berprestij dalam Kategori Pertandingan Reka Bentuk Pembungkusan.

GangsaPembungkusan· 2024

Dou Xiaojiu Reka Bentuk Pembungkusan

oleh Lei Xue

Klien: Beijing Forestry University

Pemenang A' Design Award Gangsa dalam Kategori Pembungkusan

14,392

Pemenang Anugerah Yang Disahkan

Sahkan Status Anugerah untuk #159368

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Reka Bentuk

Mengenai Dou Xiaojiu Reka Bentuk Pembungkusan

Kisah Dou Xiaojiu ialah jenama minuman keras botol kecil yang dibangunkan untuk pekerja kolar putih di bandar-bandar utama China. Sebagai jenama minuman keras budaya dan kreatif, ia menampilkan konsep kartun dan kotak misteri, yang menceritakan kisah pekerja kolar putih melalui kartun pada badan botol, bergema dengan pengguna. Dou Xiaojiu telah mengubah persepsi orang ramai terhadap minuman keras dari segi rasa, reka bentuk dan penulisan salinan, membawa kejutan yang menyenangkan kepada pengguna. Jenama Dou Xiaojiu mempunyai makna berganda, mewakili minuman keras China yang menyenangkan pengguna.

Pengiktirafan

Mengenai A' Design Award Gangsa

Dou Xiaojiu Reka Bentuk Pembungkusan ialah pemenang A' Design Award Gangsa, pengiktirafan yang amat berprestij yang dianugerahkan kepada reka bentuk cemerlang yang dicirikan oleh kreativiti, kecerdikan dan ketajaman fikiran. Pemenang Gangsa ialah artifak yang amat mahir dan sangat kreatif yang membuktikan pengalaman luas, imaginasi dan akal budi pereka bentuknya. Dou Xiaojiu Reka Bentuk Pembungkusan diharapkan menjadi objek yang sangat dihargai, dikagumi dan disayangi, sangat profesional dan inovatif. Reka bentuk pemenang A' Design Award Gangsa ini merangkumi amalan terbaik dalam seni, sains, reka bentuk dan teknologi, dan cemerlang dalam perhatiannya terhadap butiran. Dou Xiaojiu Reka Bentuk Pembungkusan memenuhi keperluan dengan indah, menyentuh keinginan, memikat perasaan dan menarik rasa ingin tahu.

Di Sebalik Reka Bentuk

Kit Akhbar

Kredit, ahli pasukan dan butiran teknikal yang disediakan oleh pereka.

Ciri-Ciri Unik: " 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.
Dimensi & Pembungkusan: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Tag: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Teknologi Pengeluaran: 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.
Cabaran Reka Bentuk: 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.
Penyelidikan: 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.
Inspirasi: 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.
Tempoh Projek: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Aliran Operasi: 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.
Paten: This work is all original images not copyrighted.
Ahli Pasukan: LeiXue
XingxingLi
YangMao
YiLi
Kredit Imej: This work is all original images not copyrighted.