Dou Xiaojiu Iṣẹ́ Àkọ́kọ́: Àpẹrẹ Àpótí Ìgbọ̀nsẹ̀ by Lei Xue is a highly esteemed winner of the very prestigious 2024 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IdẹÌdìpò· 2024
Dou Xiaojiu Iṣẹ́ Àkọ́kọ́: Àpẹrẹ Àpótí Ìgbọ̀nsẹ̀
by Lei Xue
Client: Beijing Forestry University
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Ìdìpò Category
Verified Award Winner
Verify Award Status for #159368The Design
About Dou Xiaojiu Iṣẹ́ Àkọ́kọ́: Àpẹrẹ Àpótí Ìgbọ̀nsẹ̀
Ìtàn Dou Xiaojiu jẹ́ àmì ọtí kékeré nínú ìgò tí a ṣe fún àwọn òṣìṣẹ́ ọ́fíìsì ní àwọn ìlú ńlá pàtàkì ní Ṣáínà. Gẹ́gẹ́ bí àmì ọtí tó dá lórí àṣà àti ìṣẹ̀dá, ó ní èròǹgbà kátúnù àti àpótí àìríjú, tó ń sọ ìtàn àwọn òṣìṣẹ́ ọ́fíìsì nípasẹ̀ àwòrán kátúnù lórí ara ìgò, tó ń bá àwọn oníbàárà sọ̀rọ̀ dáradára. Dou Xiaojiu ti yí ojú ìwòye àwọn ènìyàn nípa ọtí padà ní ti ìtọ́wò, àpẹrẹ àti kíkọ ọ̀rọ̀, ó ń mú ìyàlẹ́nu tó dùn wá fún àwọn oníbàárà. Àmì Dou Xiaojiu ní ìtumọ̀ méjì, tó ń ṣàpẹẹrẹ ọtí Ṣáínà tó ń mú inú àwọn oníbàárà dùn.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Dou Xiaojiu Iṣẹ́ Àkọ́kọ́: Àpẹrẹ Àpótí Ìgbọ̀nsẹ̀ jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Dou Xiaojiu Iṣẹ́ Àkọ́kọ́: Àpẹrẹ Àpótí Ìgbọ̀nsẹ̀ yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Dou Xiaojiu Iṣẹ́ Àkọ́kọ́: Àpẹrẹ Àpótí Ìgbọ̀nsẹ̀ ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
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.
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