Gua Gua Xing Qiu Identitas Merek by Sxdesign

Gua Gua Xing Qiu Identitas Merek by Sxdesign is a highly esteemed winner of the very prestigious 2024 A' Design Award Wesi in Desain Grafis, Ilustrasi lan Komunikasi Visual Competition Category.

WesiGrafis· 2024

Gua Gua Xing Qiu Identitas Merek

by Sxdesign

Client: Guangxi Welfare Lottery Issue Center

A' Design Award Wesi Winner in Grafis Category

12,896

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 Identitas Merek

Gua Gua Xing Qiu iku identitas merek kang digawe kanggo aktivitas promosi lotre gosok langsung ing China. Wordmark iki nyuda coretan lan nyesuaikan struktur aksara Cina, saengga katerbacan tetep dijaga nanging ana rasa kaget nalika didelok luwih cetha. Grafis-grafis iku nuruti basa geometris saka logo lan nampilake area gosok tikèt lotre kanthi cara abstrak. Proses pencithakan nganggo teknik kualitas dhuwur ing bahan kang bisa didaur ulang. Sistem visual kang lengkap iki nggambarake donya lotre gosok kang nyenengake kanggo para pemain nom-noman.

The Recognition

About the A' Design Award Wesi

Gua Gua Xing Qiu Identitas Merek menang A' Design Award Wesi, pangenalan sing prestisius sing diparingake marang desain sing apik sing nyukupi kabutuhan profesional lan industri sing dikarepake saka ciptaan sing dirancang kanthi apik. Pemenang Wesi nuduhake katrampilan sing gedhe, spesialisasi sing dhuwur, pangerten ahli lan kapasitas kreatif para penciptane. Gua Gua Xing Qiu Identitas Merek dikarepake dadi ciptaan sing dihargai banget, dikagumi lan ditresnani sing praktis lan inovatif. Desain sing menang A' Design Award Wesi iki nggabungake praktik industri sing paling apik lan nduweni ciri teknis sing kompeten sing disambung karo kawruh lan bakat. Gua Gua Xing Qiu Identitas Merek diajeni amarga ketelitiane lan dirancang kanggo nyedhiyakake paningkatan kualitas urip sing mbiyantu ndadekake donya panggonan sing luwih apik.

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