Dou Xiaojiu Design de Ambalaj de Lei Xue

Lucrarea Dou Xiaojiu Design de Ambalaj de Lei Xue este un câștigător de mare prestigiu al premiului 2024 A' Design Award de Bronz în Categoria de Competiție Design de Ambalaje.

BronzAmbalaje· 2024

Dou Xiaojiu Design de Ambalaj

de Lei Xue

Client: Beijing Forestry University

Câștigător al premiului A' Design Award de Bronz în Categoria Ambalaje

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Designul

Despre Dou Xiaojiu Design de Ambalaj

Povestea lui Dou Xiaojiu este o marcă de băuturi alcoolice în sticle mici, dezvoltată pentru angajații de birou din orașele de prim rang din China. Ca marcă culturală și creativă de băuturi alcoolice, aceasta prezintă conceptul de cartoon și cutie surpriză, spunând povestea angajaților de birou prin desenele de pe corpul sticlei, rezonând astfel cu consumatorii. Dou Xiaojiu a răsturnat percepțiile oamenilor despre băuturile alcoolice în ceea ce privește gustul, designul și textele publicitare, aducând consumatorilor o surpriză plăcută. Marca Dou Xiaojiu are o dublă semnificație, reprezentând băutura alcoolică chinezească care îi face pe consumatori fericiți.

Recunoașterea

Despre A' Design Award de Bronz

Dou Xiaojiu Design de Ambalaj a câștigat A' Design Award de Bronz, o recunoaștere extrem de prestigioasă acordată designurilor remarcabile care se disting prin creativitate, ingeniozitate și istețime. Câștigătorii Bronzului sunt artefacte din plin pricepute și izbitor de creative, care atestă experiența vastă, imaginația și resursele designerilor lor. Se așteaptă ca Dou Xiaojiu Design de Ambalaj să fie un obiect foarte apreciat, admirat și prețuit, remarcabil de profesionist și inovator. Acest design câștigător al A' Design Award de Bronz încorporează cele mai bune practici din artă, știință, design și tehnologie și este excelent prin atenția la detalii. Dou Xiaojiu Design de Ambalaj satisface splendid nevoile, atinge dorințele, vrăjește sentimentele și stârnește curiozitatea.

În Spatele Designului

Dosar de Presă

Credite, membri ai echipei și detalii tehnice furnizate de designer.

Proprietăți Unice: " 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.
Dimensiuni și Ambalare: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Etichete: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Tehnologie de Producție: 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.
Provocare de Design: 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.
Cercetare: 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.
Inspirație: 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.
Durata Proiectului: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Flux Operațional: 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.
Brevete: This work is all original images not copyrighted.
Membrii Echipei: LeiXue
XingxingLi
YangMao
YiLi
Credite Imagini: This work is all original images not copyrighted.