Dou Xiaojiu Designatio Involucri ab Lei Xue

Opus Dou Xiaojiu Designatio Involucri a designatore Lei Xue est victor maxime honoratus praemii praestigiosissimi 2024 Praemium A' Design Award Aeneum in Categoria Certaminis Designatio Involucri.

AesInvolucrum· 2024

Dou Xiaojiu Designatio Involucri

a Lei Xue

Cliens: Beijing Forestry University

Victor praemii Praemium A' Design Award Aeneum in Categoria Involucrum

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Victor Praemii Verificatus

Verifica Statum Praemii pro #159368

Vide apud A' Design Award Communicatum Insigne Praemii

Colores

Designum

De Dou Xiaojiu Designatio Involucri

Dou Xiaojiu Historia est marca liquoris in ampullis parvis, evoluta pro operariis administrativis urbium primi ordinis in Sinis. Ut marca liquoris culturalis et creativa, conceptum imaginum pictarum et capsarum caecarum exhibet, quae historias operariorum per imagines pictas in corpore ampullae narrat, cum consumatoribus resonans. Dou Xiaojiu perceptiones hominum de liquore quantum ad gustum, designationem et scripturam evertit, consumatoribus admirationem iucundam afferens. Marca Dou Xiaojiu duplices significationes continet, liquorem Sinensem repraesentans qui consumatores laetos facit.

Agnitio

De Praemium A' Design Award Aeneum

Dou Xiaojiu Designatio Involucri victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Dou Xiaojiu Designatio Involucri rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Dou Xiaojiu Designatio Involucri necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

Post Designum

Fasciculus Nuntii

Merita, sodales gregis et singula technica a designatore praebita.

Proprietates Singulares: " 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.
Dimensiones et Involucrum: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Notulae: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Technologia Productionis: 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.
Provocatio Designandi: 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.
Investigatio: 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.
Inspiratio: 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.
Duratio Operis: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Cursus Operationis: 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.
Patentes: This work is all original images not copyrighted.
Membra Turmae: LeiXue
XingxingLi
YangMao
YiLi
Agnitiones Imaginum: This work is all original images not copyrighted.