Xiaoshanxiang Pig Moqapi oa Khoebo (Brand Design) by Beijing Jiaotong University is a highly esteemed winner of the very prestigious 2024 Moputso oa Boronse oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

BoronseKerafikhe· 2024

Xiaoshanxiang Pig Moqapi oa Khoebo (Brand Design)

by Beijing Jiaotong University

Client: Beijing Jiaotong University

Moputso oa Boronse oa A' Design Award Winner in Kerafikhe Category

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The Design

About Xiaoshanxiang Pig Moqapi oa Khoebo (Brand Design)

Xiaoshanxiang Pig ke moqapi oa khoebo o entsoeng bakeng sa lihlahisoa tsa nama ea kolobe tsa Motse oa Xiaoyuan naheng ea China. Boitsebiso bona bo thehiloe holim'a litšoantšo tse bonolo tsa mahaeng le mokhoa oa temo oa sebaka seo, moo likolobe li phomolang holim'a mebete ea joang. Mebala e bobebe le litšoantšo tsa boithabiso li sebelisoa ho e-na le linepe tsa sehlahisoa tse tloaelehileng ho pokelloana ea nama. Sete ena e kenyelletsa lebokose la pokello, sekoahelo sa lera se entsoeng ka karete e tšoeu ea 260 gram ka mokhoa oa ho hatisa (screen printing) le ho hatisa ka silevera, 'mapa oa motse, li-coupon le liphoster. Sepheo ke ho phahamisa boleng ba lihlahisoa tsa temo tsa lebatoana le ho arolelana pale ea motse.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Xiaoshanxiang Pig Moqapi oa Khoebo (Brand Design) ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Xiaoshanxiang Pig Moqapi oa Khoebo (Brand Design) e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Xiaoshanxiang Pig Moqapi oa Khoebo (Brand Design) e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Behind the Design

Press Kit

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

Unique Properties: The pigs raised in Xiaoyuan Village are called "pigs sleeping on straw beds". We drew simple countryside illustrations around this feature, and designed a set of product packaging with light colors and funny styles, building a complete brand visual image for "Xiaoshanxiang Pig". When purchasing the product, consumers can get a good impression of the Xiaoshanxiang Pig brand through a series of package designs, and then learn the story of Xiaoyuan Village behind it.
Dimensions & Packaging: Map: 594mm*420mm
Outdoor Poster: 2000mm*3550mm
Pork Product Coupon: 180mm*54mm
Pork packaging box: 175mm*115mm*25mm
Pork packaging waist cover: 80mm*115mm
Specification: 250g
Tags: Brand design; Rural revitalization; Pork packaging; Graphic design; Illustration
Production Technology: The XIAOYUANXIANGZHU pork brand design team conducted in-depth research on various aspects of China's Xiaoyuan Village, and completed a set of harmonic pork packaging design with a series of cultural and creative products, such as the map of Xiaoyuan Village, coupons, and promotional posters. The pork packaging design adopts the air-conditioned packaging method to inhibit the growth of bacteria, prolong the freshness period of pork, and keep its fresh color. The pork package of XIAOYUANXIANGZHU uses 260g white cardboard as the main material of the waist cover ,it also used screen printing and silver stamping process to emphasize the details and texture of the product.
Design Challenge: The biggest challenge in the project was how to extract the key elements from the rural agricultural products to form a set of recognizable brand design, how to combine the characteristic culture of Xiaoyuan Village and its special farming method to highlight its biggest highlight, and how to make the brand break away from the traditional packaging form which is based on the physical pictures.
Research: Type: Brand Design Study
Objective: To build a complete set of brand image for the pork products of Xiaoyuan Village, to increase the added value of pork products, to promote the sales of local agricultural products, and thus to drive the local economic development.
Methods: Determine the planning and design style of the brand through questionnaire survey, data analysis, field visit, brand research, etc., and use hand drawing and computer software to do the design.
RESULTS: The results of the study showed that meat consumers nowadays focus on the pursuit of fresh and natural meat products. At the same time, meat packaging in flat illustration style is not common in the market. Therefore, the design team highlighted the advanced technology of pork farming in Xiaoyuan Village in the packaging and product literature design, and adopted an illustration design style to effectively differentiate it from other pork products in the market.
Effectiveness/Impact: The design project is an attempt of brand rural agricultural products, which responds to the Chinese government's call to revitalize the rural economy, and provides a case study and experience for boosting the rural economy and promoting industrial development. it also obtains the widespread support and love of local villagers.
Inspiration: "Xiaoshanxiang Pig" is an agricultural product brand of Xiaoyuan Village in China. As China is the world's largest pork producer and consumer, the brand design not only improves the added value of pork products and promotes the sales of local agricultural products, but also publicizes the beautiful scenery and special culture of Xiaoyuan Village, and the integration of agriculture and tourism promotes the new development of the local economy.
Project Duration: The design project started in November 2022 and ended in July 2023, it will put into production in March 2024. The products are expected to be sold at the farmer's market in Xiaoyuan Village and online store.
Operation Flow: The products will sold at the farmer's market of Xiaoyuan Village and online stores, targeting younger, demanding consumers, providing them with all-natural local pork grown in the mountains with definitely none of pollution.
Patents: This work is all original images not copyrighted.
Team Members: Design Director:YeZhang
Art Director:YangMao
Art Director:XingxingLi
Lead Designer:YuanshuNiu
Designer:JingyingLv
Designer:LuyaoZhai
Designer:YuzhengLei
Designer:YaoZhou
Image Credits: This work is all original images not copyrighted.