Piggy Express Markencharakter-Design by Du Qingyu and Dong Xiuxiu

Piggy Express Markencharakter-Design by Du Qingyu and Dong Xiuxiu is a highly esteemed winner of the very prestigious 2026 A' Design Award in Bronze in Grafikdesign Competition Category.

BronzeGrafik· 2026

Piggy Express Markencharakter-Design

by Du Qingyu and Dong Xiuxiu

Client: Piggy Express Creative Design Team

A' Design Award in Bronze Winner in Grafik Category

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Verified Award Winner

Verify Award Status for #173387

View at A' Design Award Press Release Award Badge

Colors

The Design

About Piggy Express Markencharakter-Design

Piggy Express ist ein Markencharakter-Design, das für einen Fahrdienstvermittler entwickelt wurde. Die Figur führt das Schweine-Icon des Markenlogos zu einem freundlichen Reisebegleiter weiter. Ein Farbschema mit hoher Sättigung steigert die visuelle Sichtbarkeit um 42 Prozent, während eine eigenständige Silhouette dafür sorgt, dass die Figur in allen Medien wiedererkennbar bleibt. Animationen führen die Nutzer durch Aufgaben wie das Einlösen von Gutscheinen und die Routenverfolgung. Die Figur wurde in dreißig Iterationsrunden der Formgebung verfeinert und mit mehr als einhundert Nutzern in chinesischen Städten getestet.

The Recognition

About the A' Design Award in Bronze

Piggy Express Markencharakter-Design ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von Piggy Express Markencharakter-Design wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. Piggy Express Markencharakter-Design befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.

Behind the Design

Press Kit

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

Unique Properties: 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.
Dimensions & Packaging: 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
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Project Duration: 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.
Operation Flow: 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.
Team Members: Du Qingyu
Dong Xiuxiu
Liu Jiaqi
Shen Fangyuan
Image Credits: Piggy Express