Piggy Express Brandkarakterdesign af Du Qingyu and Dong Xiuxiu er en højt anset vinder af den meget prestigefyldte 2026 A' Design Award i Bronze i konkurrencekategorien Grafik, Illustration og Visuel Kommunikationsdesign.
BronzeGrafik· 2026
Piggy Express Brandkarakterdesign
Klient: Piggy Express Creative Design Team
Vinder af A' Design Award i Bronze i kategorien Grafik
Verificeret Prisvinder
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Om Piggy Express Brandkarakterdesign
Piggy Express er et brandkarakterdesign skabt til en samkørselstjeneste. Karakteren udvikler grisikonet fra brandets logo til en venlig rejseledsager. Et farveskema med høj mætning øger den visuelle synlighed med 42 procent, og en selvstændig silhuet holder karakteren genkendelig på tværs af alle medier. Animationer guider brugerne gennem opgaver som indløsning af kuponer og rutesporing. Karakteren blev forfinet gennem tredive runder af formiterationer og testet med mere end hundrede brugere i kinesiske byer.
Anerkendelsen
Om A' Design Award i Bronze
Piggy Express Brandkarakterdesign er vinder af A' Design Award i Bronze, en højt prestigefyldt anerkendelse, der tildeles enestående designs, som udmærker sig ved kreativitet, opfindsomhed og skarpsindighed. Bronzevinderne er rigeligt dygtige og påfaldende kreative artefakter, der bekræfter deres designeres store erfaring, fantasi og snilde. Piggy Express Brandkarakterdesign forventes at være en højt estimeret, beundret og kær genstand, der er bemærkelsesværdigt professionel og innovativ. Dette design, der har vundet A' Design Award i Bronze, indarbejder bedste praksis inden for kunst, videnskab, design og teknologi og er fremragende på grund af sin sans for detaljer. Piggy Express Brandkarakterdesign tilfredsstiller pragtfuldt behov, rører længsler, charmerer følelser og appellerer til nysgerrigheden.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- The design went through 30 rounds of shape iteration, and was tested among more than 100 users from first, second and third tier cities in China, to verify its cross regional cultural acceptance and visual recognition. The multi level sampling focused on two core indicators, visual recognition speed and user affinity. Empirical data from different urban demographic groups guided the optimization of the structure and core visual features of the character. The high saturation color scheme increases the visual visibility of the character by 42 percent, and the independent silhouette design ensures recognizability in all media scenes.
- Dimensioner & Emballage
- The sizes depend of the media where it is applied
- Tags
- Brand Character Design, Visual Identity Design, Visual Communication, IP, Emotional Brand, Gamified Experience, User Research, Commercial Conversion
- Produktionsteknologi
- The visual system is made with Adobe Creative Suite, Cinema 4D, and Octane Render, with standardized specifications to ensure IP consistency and extensibility across digital, physical, and vehicle media, solving industry adaptation problems.
- Designudfordring
- The core challenge of this project is to transform static brand visual symbols into a complete brand character IP with emotional value. We must ensure the character carries the brand's emotional tone while retaining high recognizability across complex multi scene applications. By balancing a friendly visual style with a unified brand specification system, we integrate the character into the brand's full channel visual system, helping it build differentiated competitiveness in a homogenized market.
- Forskning
- This study addresses the emotional coldness and functional homogenization in the ride hailing sector. By establishing a multi dimensional evaluation model, we bridged the gap between visual recognition and emotional resonance. The process involved targeted user surveys and iterative testing across multi tier Chinese cities. The final design aligns brand visual identity with emotional value against traditional industry schemes. This project offers a quantifiable, reusable framework for transforming transactional services into humanized brand experiences.
- Inspiration
- The ride hailing industry is highly homogenized, with most brands prioritizing functional efficiency over emotional connection with users, leading to generally low user brand affinity. This project was created to fill this gap. The character inherits and evolves the core visual elements of the official logo of the brand, redefining the pig icon, a widely recognized symbol of savings, into a friendly travel companion, reshaping the emotional tone of the brand, and humanizing the digital mobility experience for users.
- Projektvarighed
- Launched in Beijing in 2024, the project continues to iterate across multiple scenarios including digital interfaces, vehicle livery, and collaborative activities.
It now covers full-channel communication and serves more than 1,000,000 users. - Driftsflow
- The Brand Character functions as a living interface element. Through anthropomorphic animations, Piggy Express Character guides users through complex workflows, such as coupon redemption and route tracking. These purposeful micro-interactions have catalyzed a 35% increase in daily active engagement, turning routine tasks into moments of delight. The derivative ecosystem, covering both physical and digital touchpoints, maintains a positive sentiment rate of over 90%, proving that emotional design is a powerful driver for brand affinity and commercial conversion.
- Teammedlemmer
- Du Qingyu
Dong Xiuxiu
Liu Jiaqi
Shen Fangyuan - Billedkreditering
- Piggy Express
Sponsoreret
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