Dou Xiaojiu ការរចនាកញ្ចប់ by Lei Xue is a highly esteemed winner of the very prestigious 2024 A' Design Award កម្រិតសំរិទ្ធ in រចនាវេចខ្ចប់ Competition Category.
សំរិទ្ធវេចខ្ចប់· 2024
Dou Xiaojiu ការរចនាកញ្ចប់
by Lei Xue
Client: Beijing Forestry University
A' Design Award កម្រិតសំរិទ្ធ Winner in វេចខ្ចប់ Category
Verified Award Winner
Verify Award Status for #159368The Design
About Dou Xiaojiu ការរចនាកញ្ចប់
រឿងរបស់ Dou Xiaojiu គឺជាម៉ាកស្រាដបតូចមួយដែលបង្កើតឡើងសម្រាប់បុគ្គលិកការិយាល័យនៅក្នុងទីក្រុងធំៗថ្នាក់ទីមួយរបស់ប្រទេសចិន។ ក្នុងនាមជាម៉ាកស្រាវប្បធម៌និងច្នៃប្រឌិត វាបង្ហាញពីគំនិតនៃរូបគំនូរតុក្កតានិងប្រអប់អាថ៌កំបាំង ដែលនិទានរឿងរបស់បុគ្គលិកការិយាល័យតាមរយៈរូបគំនូរលើដបស្រា ធ្វើឱ្យមានការប្រតិកម្មជាមួយអតិថិជន។ Dou Xiaojiu បានផ្លាស់ប្តូរទស្សនៈរបស់មនុស្សលើស្រាពីមុខនៃរសជាតិ ការរចនា និងអត្ថបទពណ៌នា ដោយនាំមកនូវការភ្ញាក់ផ្អើលដ៏រីករាយដល់អតិថិជន។ ម៉ាក Dou Xiaojiu មានអត្ថន័យពីរយ៉ាង តំណាងឱ្យស្រាចិនដែលធ្វើឱ្យអតិថិជនរីករាយ។
The Recognition
About the A' Design Award កម្រិតសំរិទ្ធ
Dou Xiaojiu ការរចនាកញ្ចប់ គឺជាអ្នកឈ្នះ A' Design Award កម្រិតសំរិទ្ធ ដែលជាការទទួលស្គាល់ដ៏មានកិត្តិយសខ្ពស់ចំពោះការរចនាឆ្នើមដែលលេចធ្លោដោយភាពច្នៃប្រឌិត ភាពប៉ិនប្រសប់ និងភាពមុតស្រួច។ អ្នកឈ្នះកម្រិតសំរិទ្ធគឺជាស្នាដៃមានជំនាញ និងច្នៃប្រឌិតគួរឱ្យកត់សម្គាល់ ដែលបញ្ជាក់ពីបទពិសោធន៍ ការស្រមើលស្រមៃ និងភាពប៉ិនប្រសប់របស់អ្នករចនា។ Dou Xiaojiu ការរចនាកញ្ចប់ ត្រូវបានរំពឹងថាជាវត្ថុដែលត្រូវបានគោរព កោតសរសើរ និងស្រឡាញ់ ដែលមានវិជ្ជាជីវៈ និងនវានុវត្តន៍គួរឱ្យកត់សម្គាល់។ ការរចនាកម្រិតសំរិទ្ធនេះអនុវត្តវិធីល្អបំផុតក្នុងសិល្បៈ វិទ្យាសាស្ត្រ ការរចនា និងបច្ចេកវិទ្យា ហើយឆ្នើមដោយការយកចិត្តទុកដាក់ព័ត៌មានលម្អិត។ Dou Xiaojiu ការរចនាកញ្ចប់ បំពេញតម្រូវការ ប៉ះចំណង់ ទាក់ទាញអារម្មណ៍ និងទាក់ទាញការចង់ដឹង។
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.
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