Dou Xiaojiu Савлалтын дизайн by Lei Xue is a highly esteemed winner of the very prestigious 2024 A' Design Award Хүрэл шагнал in Савлагааны дизайн Competition Category.

ХүрэлСавлагаа· 2024

Dou Xiaojiu Савлалтын дизайн

by Lei Xue

Client: Beijing Forestry University

A' Design Award Хүрэл шагнал Winner in Савлагаа 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 Савлалтын дизайн

Dou Xiaojiu-ийн түүх бол Хятадын нэгдүгээр зэрэглэлийн хотуудын цагаан захын ажилчдад зориулан бүтээгдсэн жижиг савтай архины брэнд юм. Соёл урлагийн архины брэнд болохын хувьд хүүхэлдэйн дүрс болон нууц хайрцагны концепцийг онцолж, лонхны гадаргуу дээрх хүүхэлдэйн зургаар дамжуулан цагаан захын ажилчдын түүхийг өгүүлснээр хэрэглэгчидтэй эмоциональ холбоо бий болгодог. Dou Xiaojiu нь амт, дизайн болон текстийн хувьд архины тухай хүмүүсийн ойлголтыг өөрчилж, хэрэглэгчдэд тааламжтай гайхшрал авчирсан. Dou Xiaojiu брэнд нь давхар утгатай бөгөөд хэрэглэгчдийг баяр хөөртэй болгодог Хятадын архи гэсэн санааг илэрхийлдэг.

The Recognition

About the A' Design Award Хүрэл шагнал

Dou Xiaojiu Савлалтын дизайн нь A' Design Award Хүрэл шагналын ялагч бөгөөд бүтээлч чанар, овсгоо, цэцэн ухаанаараа ялгарсан шилдэг загварт олгодог маш нэр хүндтэй хүлээн зөвшөөрөлт юм. Хүрэл ялагчид бол хангалттай ур чадвартай, гайхалтай бүтээлч ажил бөгөөд зохион бүтээгчдийн өргөн туршлага, төсөөлөл, самбаатай байдлыг баталдаг. Dou Xiaojiu Савлалтын дизайн нь өндөр үнэлэгдсэн, биширсэн, хайрласан зүйл, мэдэгдэхүйц мэргэжлийн, шинэлэг байх болно гэж хүлээгддэг. Хүрэл шагнал хүртсэн энэ загвар нь урлаг, шинжлэх ухаан, загвар, технологийн шилдэг туршлагыг шингээж, нарийн ширийнд анхаарал хандуулснаараа тод юм. Dou Xiaojiu Савлалтын дизайн хэрэгцээг гайхалтай хангаж, хүслийг хөндөж, сэтгэл хөдлөлийг байлдан дагуулж, сониуч занг татдаг.

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.