Karya Dou Xiaojiu Desain Kamasan ku Lei Xue nyaéta pamenang anu dihormat pisan tina 2024 A' Design Award Perunggu anu bergengsi dina Katégori Kompetisi Desain Bungkusan.

PerungguBungkusan· 2024

Dou Xiaojiu Desain Kamasan

ku Lei Xue

Klién: Beijing Forestry University

Pamenang A' Design Award Perunggu dina Katégori Bungkusan

13,711

Pamenang Panghargaan anu Diverifikasi

Verifikasi Status Panghargaan pikeun #159368

Tingali di A' Design Award Siaran Pers Lencana Panghargaan

Warna

Désain

Ngeunaan Dou Xiaojiu Desain Kamasan

Carita Dou Xiaojiu mangrupa merek inuman keras botol leutik anu dikembangkeun pikeun pagawé kerah bodas di kota-kota tier kahiji di Tiongkok. Salaku merek inuman keras budaya sareng kreatif, éta ngagaduhan konsép kartun sareng kotak buta, anu nyarioskeun carita pagawé kerah bodas ngaliwatan kartun dina awak botol, nyambung sareng konsumén. Dou Xiaojiu parantos ngarobah persepsi masarakat ngeunaan inuman keras tina segi rasa, desain sareng tulisan, masihan konsumén kejutan anu pikaresepeun. Merek Dou Xiaojiu ngagaduhan harti ganda, ngagambarkeun inuman keras Tiongkok anu ngabagjakeun konsumén.

Pangakuan

Ngeunaan A' Design Award Perunggu

Dou Xiaojiu Desain Kamasan mangrupa juara A' Design Award Perunggu, pangakuan anu pohara bergengsi anu dipasihkeun ka desain unggul anu dicirikeun ku kréativitas, kacerdikan jeung kawaspadaan. Para juara Perunggu téh artéfak anu lobaan kaahlian jeung kréatif pisan anu ngabuktikeun pangalaman anu lega, imajinasi jeung kacerdasan para désainerna. Dou Xiaojiu Desain Kamasan diharepkeun jadi objék anu dihargaan, dikagumi jeung dipikanyaah anu profésional jeung inovatif. Desain juara A' Design Award Perunggu ieu ngalebetkeun prakték pangalusna dina seni, élmu, desain jeung téknologi, sarta unggul dina perhatian kana détail. Dou Xiaojiu Desain Kamasan minuhan kabutuhan kalayan éndah, nyentuh kahayang, nyenangkeun rasa, jeung narik rasa panasaran.

Di Balik Désain

Kit Pers

Krédit, anggota tim sareng detil téknis anu disayogikeun ku désainer.

Sipat Unik: " 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.
Diménsi & Bungkusan: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Tag: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Téknologi Produksi: 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.
Tantangan Desain: 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.
Panalungtikan: 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.
Inspirasi: 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.
Durasi Proyék: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Alur Operasi: 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.
Patén: This work is all original images not copyrighted.
Anggota Tim: LeiXue
XingxingLi
YangMao
YiLi
Krédit Gambar: This work is all original images not copyrighted.