Dou Xiaojiu パッケージデザイン by Lei Xue is a highly esteemed winner of the very prestigious 2024 A' Design Award 銅賞 in パッケージデザイン Competition Category.

銅パッケージ· 2024

Dou Xiaojiu パッケージデザイン

by Lei Xue

Client: Beijing Forestry University

A' Design Award 銅賞 Winner in パッケージ Category

13,711

Verified Award Winner

Verify Award Status for #159368

View at A' Design Award Press Release Award Badge

Colors

The Design

About Dou Xiaojiu パッケージデザイン

豆小酒ストーリーは、中国の一線都市のホワイトカラー層向けに開発された小瓶酒ブランドです。文化的でクリエイティブな酒類ブランドとして、キャラクターとブラインドボックスのコンセプトを特徴とし、ボトルに描かれたキャラクターを通じてホワイトカラーの物語を伝え、消費者の共感を呼びます。豆小酒は、味わい、デザイン、コピーライティングの面で酒類に対する認識を一新し、消費者に心地よい驚きをもたらします。豆小酒というブランド名は二重の意味を持ち、消費者を幸せにする中国酒を表現しています。

The Recognition

About the A' Design Award 銅賞

Dou Xiaojiu パッケージデザインは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Dou Xiaojiu パッケージデザインは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Dou Xiaojiu パッケージデザインは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。

Behind the Design

Press Kit

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

Unique Properties: " 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.
Dimensions & Packaging: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Tags: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Operation Flow: 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.
Patents: This work is all original images not copyrighted.
Team Members: LeiXue
XingxingLi
YangMao
YiLi
Image Credits: This work is all original images not copyrighted.