Gua Gua Xing Qiu Hana Nui Kumu: ʻIkena Waiwai Kālepa by Sxdesign

Gua Gua Xing Qiu Hana Nui Kumu: ʻIkena Waiwai Kālepa by Sxdesign is a highly esteemed winner of the very prestigious 2024 A' Design Award Hao in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

HaoKiʻi· 2024

Gua Gua Xing Qiu Hana Nui Kumu: ʻIkena Waiwai Kālepa

by Sxdesign

Client: Guangxi Welfare Lottery Issue Center

A' Design Award Hao Winner in Kiʻi Category

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Verified Award Winner

Verify Award Status for #155947

View at A' Design Award Press Release Award Badge

Colors

The Design

About Gua Gua Xing Qiu Hana Nui Kumu: ʻIkena Waiwai Kālepa

Kikokikona Puke: ʻO Gua Gua Xing Qiu he ʻikena waiwai kālepa i hana ʻia no nā hana hoʻolaha loli hopu koho ʻike hikiwawe ma Kina. Hoʻemi ka hōʻailona huaʻōlelo i nā kaha a hoʻoponopono i ke kūkulu ʻana o nā huaʻōlelo Kina, no laila mau nō ka heluhelu maopopo i ka wā e ʻike hou ʻia ai ka mea kupanaha. Hahai nā kiʻi i ke ʻano geometric o ka hōʻailona a hōʻike i ka wahi hopu koho o kekahi kikiʻi loli ma ke ʻano hōʻailona. Hoʻohana ʻia nā ʻenehana paʻi kiʻekiʻe ma luna o nā mea kumu hoʻohana hou. Hōʻike ka ʻōnaehana ʻike piha i kekahi ao hopu koho o ka leʻaleʻa no nā mea pāʻani ʻōpio.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Gua Gua Xing Qiu Hana Nui Kumu: ʻIkena Waiwai Kālepa i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Gua Gua Xing Qiu Hana Nui Kumu: ʻIkena Waiwai Kālepa he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Gua Gua Xing Qiu Hana Nui Kumu: ʻIkena Waiwai Kālepa no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

Behind the Design

Press Kit

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

Unique Properties: While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.
Dimensions & Packaging: The minimum recommended size of the logo is 12 mm for physical printing and 100 px for digital display, and in addition, the design contains detailed requirements for the safe area of the logo and the combination of the individual elements.
Tags: Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline
Production Technology: GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.
Design Challenge: For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).
Research: Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.
Inspiration: To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.
Project Duration: The project started in March 2023 in Beijing and finished in October 2023 in Beijing.
Operation Flow: The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.
Team Members: Xiao Xiao
Pan Li
Huang Hao
Chen Xu
Dr. Zhang Rong
Wu Fangbo
Hao Qian
Zhou Qian
Tian Jianing
Lin Hongnan
Liu Beibei
Ai Yangyu