Piggy Express 브랜드 캐릭터 디자인 by Du Qingyu and Dong Xiuxiu

Piggy Express 브랜드 캐릭터 디자인 by Du Qingyu and Dong Xiuxiu is a highly esteemed winner of the very prestigious 2026 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2026

Piggy Express 브랜드 캐릭터 디자인

by Du Qingyu and Dong Xiuxiu

Client: Piggy Express Creative Design Team

A' Design Award 동상 Winner in 그래픽 Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Piggy Express 브랜드 캐릭터 디자인

피기 익스프레스(Piggy Express)는 차량 호출 서비스를 위해 제작된 브랜드 캐릭터 디자인이다. 이 캐릭터는 브랜드 로고의 돼지 아이콘을 친근한 여행 동반자로 발전시켰다. 고채도 컬러 스킴은 시각적 가시성을 42퍼센트 높였으며, 독립적인 실루엣은 모든 매체에서 캐릭터의 인지성을 유지시킨다. 애니메이션은 쿠폰 사용, 경로 추적과 같은 작업 과정에서 사용자를 안내한다. 이 캐릭터는 서른 차례의 형태 반복 작업을 거쳐 다듬어졌으며, 중국 여러 도시에서 100명 이상의 사용자를 대상으로 테스트되었다.

The Recognition

About the A' Design Award 동상

Piggy Express 브랜드 캐릭터 디자인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Piggy Express 브랜드 캐릭터 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Piggy Express 브랜드 캐릭터 디자인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: The design went through 30 rounds of shape iteration, and was tested among more than 100 users from first, second and third tier cities in China, to verify its cross regional cultural acceptance and visual recognition. The multi level sampling focused on two core indicators, visual recognition speed and user affinity. Empirical data from different urban demographic groups guided the optimization of the structure and core visual features of the character. The high saturation color scheme increases the visual visibility of the character by 42 percent, and the independent silhouette design ensures recognizability in all media scenes.
Dimensions & Packaging: The sizes depend of the media where it is applied
Tags: Brand Character Design, Visual Identity Design, Visual Communication, IP, Emotional Brand, Gamified Experience, User Research, Commercial Conversion
Production Technology: The visual system is made with Adobe Creative Suite, Cinema 4D, and Octane Render, with standardized specifications to ensure IP consistency and extensibility across digital, physical, and vehicle media, solving industry adaptation problems.
Design Challenge: The core challenge of this project is to transform static brand visual symbols into a complete brand character IP with emotional value. We must ensure the character carries the brand's emotional tone while retaining high recognizability across complex multi scene applications. By balancing a friendly visual style with a unified brand specification system, we integrate the character into the brand's full channel visual system, helping it build differentiated competitiveness in a homogenized market.
Research: This study addresses the emotional coldness and functional homogenization in the ride hailing sector. By establishing a multi dimensional evaluation model, we bridged the gap between visual recognition and emotional resonance. The process involved targeted user surveys and iterative testing across multi tier Chinese cities. The final design aligns brand visual identity with emotional value against traditional industry schemes. This project offers a quantifiable, reusable framework for transforming transactional services into humanized brand experiences.
Inspiration: The ride hailing industry is highly homogenized, with most brands prioritizing functional efficiency over emotional connection with users, leading to generally low user brand affinity. This project was created to fill this gap. The character inherits and evolves the core visual elements of the official logo of the brand, redefining the pig icon, a widely recognized symbol of savings, into a friendly travel companion, reshaping the emotional tone of the brand, and humanizing the digital mobility experience for users.
Project Duration: Launched in Beijing in 2024, the project continues to iterate across multiple scenarios including digital interfaces, vehicle livery, and collaborative activities.
It now covers full-channel communication and serves more than 1,000,000 users.
Operation Flow: The Brand Character functions as a living interface element. Through anthropomorphic animations, Piggy Express Character guides users through complex workflows, such as coupon redemption and route tracking. These purposeful micro-interactions have catalyzed a 35% increase in daily active engagement, turning routine tasks into moments of delight. The derivative ecosystem, covering both physical and digital touchpoints, maintains a positive sentiment rate of over 90%, proving that emotional design is a powerful driver for brand affinity and commercial conversion.
Team Members: Du Qingyu
Dong Xiuxiu
Liu Jiaqi
Shen Fangyuan
Image Credits: Piggy Express