Piggy Express Diseño de personaje de marca by Du Qingyu and Dong Xiuxiu

Piggy Express Diseño de personaje de marca by Du Qingyu and Dong Xiuxiu is a highly esteemed winner of the very prestigious 2026 A' Design Award de Bronce in Diseño Gráfico, Ilustración y Comunicación Visual Competition Category.

BronceGráfico· 2026

Piggy Express Diseño de personaje de marca

by Du Qingyu and Dong Xiuxiu

Client: Piggy Express Creative Design Team

A' Design Award de Bronce Winner in Gráfico 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 Diseño de personaje de marca

Piggy Express es un diseño de personaje de marca creado para un servicio de transporte con conductor. El personaje transforma el ícono del cerdito del logotipo de la marca en un simpático compañero de viaje. Una paleta cromática de alta saturación incrementa la visibilidad visual en un 42 por ciento, y una silueta autónoma mantiene al personaje reconocible en todos los medios. Las animaciones guían a los usuarios a través de tareas como el canje de cupones y el seguimiento de rutas. El personaje se perfeccionó mediante treinta rondas de iteración formal y se sometió a pruebas con más de cien usuarios en ciudades chinas.

The Recognition

About the A' Design Award de Bronce

Piggy Express Diseño de personaje de marca ha ganado el A' Design Award de Bronce, un reconocimiento sumamente prestigioso concedido a diseños sobresalientes que se distinguen por su creatividad, ingenio y astucia. Los ganadores de Bronce son artefactos ampliamente hábiles y sorprendentemente creativos que acreditan la vasta experiencia, imaginación e ingeniosidad de sus diseñadores. Se espera que Piggy Express Diseño de personaje de marca sea un objeto muy apreciado, admirado y querido, notablemente profesional e innovador. Este diseño ganador del A' Design Award de Bronce incorpora las mejores prácticas del arte, la ciencia, el diseño y la tecnología, y es excelente por su atención al detalle. Piggy Express Diseño de personaje de marca satisface espléndidamente las necesidades, toca los deseos, encanta los sentimientos y atrae la curiosidad.

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