Dou Xiaojiu Kev Tsim Ntim Khoom los ntawm Lei Xue

Qhov qauv tsim Dou Xiaojiu Kev Tsim Ntim Khoom los ntawm Lei Xue yog tus yeej muaj nqis heev ntawm qhov khoom plig 2024 A' Design Award Tooj hauv Pawg Sib Tw Tsim Ntim Khoom.

ToojNtim Khoom· 2024

Dou Xiaojiu Kev Tsim Ntim Khoom

los ntawm Lei Xue

Tus Neeg Siv: Beijing Forestry University

Tus Yeej A' Design Award Tooj hauv Pawg Ntim Khoom

13,711

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #159368

Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Dou Xiaojiu Kev Tsim Ntim Khoom

Dou Xiaojiu Zaj Dab Neeg yog ib hom cawv raj me me tsim rau cov neeg ua haujlwm chaw ua haujlwm hauv Suav teb cov nroog loj tshaj plaws. Raws li ib hom cawv kab lis kev cai thiab muaj tswv yim, nws muaj lub tswv yim ntawm duab tas luav thiab lub thawv tsis pom, uas qhia zaj dab neeg ntawm cov neeg ua haujlwm chaw ua haujlwm los ntawm cov duab tas luav saum lub fwj, ua rau muaj kev sib txuas nrog cov neeg siv khoom. Dou Xiaojiu tau hloov pauv tib neeg txoj kev xav txog cawv nyob rau hauv cov lus ntawm kev saj, tsim qauv thiab kev sau ntawv, coj rau cov neeg siv khoom kev xav tsis thoob zoo siab. Dou Xiaojiu hom muaj ob lub ntsiab lus, sawv cev rau Suav cawv uas ua rau cov neeg siv khoom zoo siab.

Qhov Lees Paub

Txog A' Design Award Tooj

Dou Xiaojiu Kev Tsim Ntim Khoom yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Dou Xiaojiu Kev Tsim Ntim Khoom xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Dou Xiaojiu Kev Tsim Ntim Khoom ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: " 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.
Qhov Loj & Ntim: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Cov Ntsiab Lus: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Thev Naus Laus Zis Tsim Khoom: 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.
Kev Sib Tw Tsim Qauv: 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.
Kev Tshawb Fawb: 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.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Txheej Txheem Ua Hauj Lwm: 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.
Cov Patent: This work is all original images not copyrighted.
Cov Tswv Cuab Pab: LeiXue
XingxingLi
YangMao
YiLi
Kev Qhuas Duab: This work is all original images not copyrighted.