ዲዛይን Dou Xiaojiu መጠቓለሊ ዲዛይን ብ Lei Xue ኣብ ናይ ውድድር ምድብ ንድፊ ማዕሸጊ ኣዝዩ ዝኸበረ ተሸላማይ ናይ 2024 ናይ ነሓስ ሽልማት A' Design Award እዩ።

ነሓስማዕሸጊ· 2024

Dou Xiaojiu መጠቓለሊ ዲዛይን

ብ Lei Xue

ዓሚል: Beijing Forestry University

ኣብ ምድብ ማዕሸጊ ተሸላማይ ናይ ነሓስ ሽልማት A' Design Award

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ንቁጽሪ #159368 ሽልማት ኣረጋግጽ

ኣብ A' Design Award ርአዮ ጋዜጣዊ መግለጺ ባጅ ሽልማት

ሕብርታት

እቲ ዲዛይን

ብዛዕባ Dou Xiaojiu መጠቓለሊ ዲዛይን

ታሪኽ ዱ ሻኦጂዩ ንሰራሕተኛታት ቤት ጽሕፈት ኣብ ቀዳሞት ደረጃ ከተማታት ቻይና ዝተዳለወ ናይ ንእሽቶ መሰናኺ ስሕቂ ብራንድ እዩ። ከም ባህላውን ፈጠራውን ናይ ስሕቂ ብራንድ፡ ናይ ካርቱንን ዕሙቕ ሳጹንን ኣምር ዘለዎ ኮይኑ፡ ኣብ ላዕሊ መሰናኺ ዘሎ ካርቱን ብምጥቃም ታሪኽ ሰራሕተኛታት ቤት ጽሕፈት ዝዛረብ ምስ ዓማዊል ዝውህሃድ እዩ። ዱ ሻኦጂዩ ናይ ሰባት ኣረኣእያ ብዛዕባ ስሕቂ ብመንጽር ጣዕሚ፡ ዲዛይንን ጽሑፋትን ብምግልባጥ ንዓማዊል ሕጉስ ስምዒት የምጽእ። ብራንድ ዱ ሻኦጂዩ ክልተ ትርጉማት ኣለዎ፡ ንዓማዊል ሓጎስ ዘምጽእ ቻይናዊ ስሕቂ የውክል።

እቲ ኣፍልጦ

ብዛዕባ ናይ ነሓስ ሽልማት A' Design Award

Dou Xiaojiu መጠቓለሊ ዲዛይን ናይ ነሓስ ሽልማት A' Design Award ዝዓወተ እዩ፣ ብፈጠራ፣ ርእሰ ሓይልን ስቕታን ዝፍለዩ ብልጫ ዘለዎም ዲዛይናት ዝወሃብ ኣዚዩ ክቡር ኣፍልጦ። ዘዓወቱ ነሓስ ሰፊሕ ተሞክሮ፣ ምሕሳብን ርእሰ ምምዕባልን ዲዛይነራቶም ዘረጋግጹ ኣዚዮም ክኢላታትን ብዘደንቕ መገዲ ፈጠራውያንን ኣርቴፋክትታት እዮም። Dou Xiaojiu መጠቓለሊ ዲዛይን ብዙሕ ዝተመነየ፣ ዝደነቐን ዝፈተዎን ብኣገዳሲ መገዲ ሞያውን ሓድሽን ኣቕሓ ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ነሓስ ሽልማት A' Design Award ኣብ ጥበብ፣ ሳይንስ፣ ዲዛይንን ቴክኖሎጂን ዝበለጹ ልምድታት ዘጣምር፣ ንዝርዝር ብዝህቦ ኣቓልቦ ድማ ዝበለጸ እዩ። Dou Xiaojiu መጠቓለሊ ዲዛይን ድልየታት ብጽባቐ የማልእ፣ ንድሌታት ይትንክፍ፣ ንስምዒታት የማርኽን ሕቶ ድማ የሰሕብን።

ድሕሪ እቲ ዲዛይን

ናይ ፕረስ ኪት

ክረዲትታት፣ ኣባላት ጋንታን ቴክኒካዊ ዝርዝራትን ብዲዛይነር ዝቐረቡ።

ፍሉያት ባህርያት: " 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.
ዓቐንን ማዕሸግን: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
መለለዪታት: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
ናይ ምፍራይ ቴክኖሎጂ: 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.
ናይ ዲዛይን ብድሆ: 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.
ምርምር: 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.
ምንጪ ሓሳብ: 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.
ናይ ፕሮጀክት ግዜ: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
ናይ ስርሒት ፍሰት: 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.
ፓተንታት: This work is all original images not copyrighted.
ኣባላት ጋንታ: LeiXue
XingxingLi
YangMao
YiLi
ናይ ስእሊ ክረዲት: This work is all original images not copyrighted.