Dou Xiaojiu Disenyo sa Pakete by Lei Xue

Dou Xiaojiu Disenyo sa Pakete by Lei Xue is a highly esteemed winner of the very prestigious 2024 A' Design Award nga Bronse in Disenyo sa Pakete Competition Category.

BronsePakete· 2024

Dou Xiaojiu Disenyo sa Pakete

by Lei Xue

Client: Beijing Forestry University

A' Design Award nga Bronse Winner in Pakete Category

13,711

Verified Award Winner

Verify Award Status for #159368

View at A' Design Award Press Release Award Badge

Colors

The Design

About Dou Xiaojiu Disenyo sa Pakete

Ang Istorya ni Dou Xiaojiu usa ka tatak sa gamay nga botelya nga alak nga gipalambo alang sa mga white-collar worker sa nanguna nga mga siyudad sa Tsina. Isip usa ka kultural ug mamugnaong tatak sa alak, naglangkob kini sa konsepto sa kartun ug blind box, nga nagsaysay sa istorya sa mga white-collar worker pinaagi sa mga kartun sa lawas sa botelya, nga makakonektar sa mga konsyumer. Gibag-o ni Dou Xiaojiu ang panglantaw sa mga tawo mahitungod sa alak sa termino sa lami, disenyo ug pagsulat, nga nagdala sa mga konsyumer og makapalipay nga sorpresa. Ang tatak ni Dou Xiaojiu adunay duha ka kahulogan, nga nagrepresentar sa Intsik nga alak nga nakapalipay sa mga konsyumer.

The Recognition

About the A' Design Award nga Bronse

Dou Xiaojiu Disenyo sa Pakete usa ka mananaog sa A' Design Award nga Bronse, usa ka labihan ka prestihiyoso nga pag-ila nga gihatag sa talagsaon nga mga disenyo nga gipaila sa pagkamamugnaon, kaabtik, ug kamatngon. Ang mga mananaog sa Bronse mga hanas kaayo ug makapahibulong nga mamugnaon nga mga artipakto nga nagpamatuod sa dakong kasinatian, imahinasyon, ug kaabtik sa ilang mga tigdesinyo. Gilauman nga ang Dou Xiaojiu Disenyo sa Pakete mahimong gipabilhan, gihangaan, ug gihigugma nga butang nga talagsaon ang pagkapropesyonal ug bag-o. Kini nga disenyo nga nakadaog og A' Design Award nga Bronse naglakip sa labing maayong mga praktis sa arte, siyensya, disenyo, ug teknolohiya ug maayo kaayo tungod sa pagtagad niini sa mga detalye. Dou Xiaojiu Disenyo sa Pakete nagtagbaw sa mga panginahanglan sa matahom nga paagi, nag-igo sa mga tinguha, nagbihag sa mga pagbati, ug nagdani sa pagkamausisaon.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: " 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.
Dimensions & Packaging: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Tags: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Operation Flow: 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.
Patents: This work is all original images not copyrighted.
Team Members: LeiXue
XingxingLi
YangMao
YiLi
Image Credits: This work is all original images not copyrighted.