Dou Xiaojiu Tlaquimilchichihualiztli ītēchcopa Lei Xue

Tlanāhuatīlli Dou Xiaojiu Tlaquimilchichihualiztli ītēchcopa Lei Xue cē cencā mahuizzō tēmacēhualōni īpan huēyi 2024 Mahuizolli A' Design Award Bronse īpan Tlaquimilolli Tlachihchihualiztli Nēhuilīztli Tlamantli.

BronseTlaquimilolli· 2024

Dou Xiaojiu Tlaquimilchichihualiztli

īpal Lei Xue

Tlanāhuatīlli: Beijing Forestry University

Mahuizolli A' Design Award Bronse Tēmacēhualōni īpan Tlaquimilolli Tlamantli

14,392

Tlaneltīlīlli Tēmacēhualōni

Xictlaneltilia Tēmacēhualli ītēchcopa #159368

Xiquitta A' Design Award ītechcopa Āmatl Tēmachiyōtīliztli Tlamachiōtl

Tlapalli

Tlanēxtilistli

Ītechcopa Dou Xiaojiu Tlaquimilchichihualiztli

Dou Xiaojiu Īāmoxtlahtōl cē tepitzīn tepozcomitl octli mācēhualiztli mochīuh tequitini tlācah īpan China īhuēyi āltepēmeh. Cē tōltēcāyōtl īhuān yancuīcchichihualiztli octli mācēhualiztli, quipiya āmoxtlahcuilōl īhuān īxcuepani caxitl nemiliztli, tlahtoah tequitini tlācah īnnēmiliz īpan āmoxtlahcuilōl tepozcomitl ītech, mohtequītzinōah tlacoānih yōlloh. Dou Xiaojiu mopatlah tlācah īmmachiliztli octli īpan ahmachtli, chichihualiztli īhuān tlahcuilōl, quimācah tlacoānih cualli tlamahmauhtiliztli. Dou Xiaojiu mācēhualiztli quipiya ōme tlahtōltōcāitl, quitōcāitiah Chīnāhuatl octli mochīhuah tlacoānih pāquih.

Tēixīmachōtiliztli

Ītechcopa Mahuizolli A' Design Award Bronse

Dou Xiaojiu Tlaquimilchichihualiztli ca in quicuic in Mahuizolli A' Design Award Bronse, hueyi tlamahuizoliztli tlen momaca in cualli tlachihualli in motenehua ipampa yancuic tlamantli, tlamatiliztli ihuan ixtlamatiliztli. In quicuicah Bronse ca tlachihualli in quipia toltecayotl ihuan quinextia in cenca miac nemiliztli ihuan tlamatiliztli intlachihuanime. Ca quinequi in Dou Xiaojiu Tlaquimilchichihualiztli ca tlazohtli tlamantli, mahuiztic ihuan cualli. Ni dizayno in quicuic Bronse quipia cualli toltecayotl ihuan quitta in tlen tepiton. Dou Xiaojiu Tlaquimilchichihualiztli quipaquiltia in tlacah ihuan quitlamahuiztiltia in intlanequiliz.

Tlanēxtilistli Ītēixpan

Āmatl Tlanextīliztli

Tlapōhualli, tēquitqueh īwan tēchmachilīztli ōquinmaca in tlanēxtīlīlli.

Cē Zan Ītēchcopa: " 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.
Huēyiliztli īhuān Tlacualtepēhualli: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Tōcāitl: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Tlachīhualiztli Māchiyōtl: 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.
Tlanāhuatīlli Nētēcahuilīztli: 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.
Tlatēmōliztli: 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.
Tēyōllālīliztli: 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.
Tēquitl Cāhuitl: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Tēquitl Ōhuitl: 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.
Patentēmeh: This work is all original images not copyrighted.
Calpolli Tlācah: LeiXue
XingxingLi
YangMao
YiLi
Īxiptla Tlanēxtīlli: This work is all original images not copyrighted.