Dou Xiaojiu Projekt Opakowania - Lei Xue

Projekt Dou Xiaojiu Projekt Opakowania autorstwa: Lei Xue zdobył cenioną i bardzo prestiżową nagrodę Brązowa Nagroda A' Design Award 2024 w kategorii konkursowej: Wzornictwo Opakowań.

BrązowaOpakowania· 2024

Dou Xiaojiu Projekt Opakowania

Projektant: Lei Xue

Klient: Beijing Forestry University

Zwycięzca Brązowa Nagroda A' Design Award w kategorii: Opakowania

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Zweryfikowany Zwycięzca Nagrody

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Kolory

Projekt

O projekcie Dou Xiaojiu Projekt Opakowania

Historia Dou Xiaojiu to marka alkoholu w małych butelkach stworzona dla pracowników biurowych z największych chińskich miast. Ta kulturalna i kreatywna marka wykorzystuje koncepcję kreskówek i pudełek-niespodzianek, opowiadając poprzez rysunki na butelce historię pracowników biurowych i rezonując w ten sposób z konsumentami. Dou Xiaojiu zmienił postrzeganie alkoholu pod względem smaku, designu i copywritingu, przynosząc konsumentom przyjemną niespodziankę. Marka Dou Xiaojiu ma podwójne znaczenie, reprezentując chiński alkohol, który uszczęśliwia konsumentów.

Wyróżnienie

O nagrodzie Brązowa Nagroda A' Design Award

Dou Xiaojiu Projekt Opakowania to laureat Brązowej Nagrody A' Design Award, wysoce prestiżowego wyróżnienia przyznawanego znakomitym projektom wyróżniającym się kreatywnością, pomysłowością i przenikliwością. Laureaci Brązowej Nagrody to w pełni utalentowane i uderzająco twórcze artefakty, które poświadczają ogromne doświadczenie, wyobraźnię i zaradność ich twórców. Dou Xiaojiu Projekt Opakowania ma być wysoko cenionym, podziwianym i drogim sercu przedmiotem, który jest wyjątkowo profesjonalny i innowacyjny. Ten projekt nagrodzony Brązową Nagrodą A' Design Award łączy najlepsze praktyki w sztuce, nauce, designie i technologii oraz jest doskonały dzięki dbałości o szczegóły. Dou Xiaojiu Projekt Opakowania znakomicie zaspokaja potrzeby, porusza pragnienia, czaruje uczucia i przemawia do ciekawości.

Za kulisami projektu

Pakiet prasowy

Autorzy, członkowie zespołu i szczegóły techniczne podane przez projektanta.

Unikalne Cechy: " 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.
Wymiary i Opakowanie: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Tagi: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Technologia Produkcji: 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.
Wyzwanie Projektowe: 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.
Badania: 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.
Inspiracja: 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.
Czas Trwania Projektu: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Przebieg Działania: 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.
Patenty: This work is all original images not copyrighted.
Członkowie Zespołu: LeiXue
XingxingLi
YangMao
YiLi
Autorzy Zdjęć: This work is all original images not copyrighted.