Du Qingyu and Dong Xiuxiu 的作品 Piggy Express 品牌形象角色设计

设计师 Du Qingyu and Dong Xiuxiu 的作品 Piggy Express 品牌形象角色设计荣获了极具声望的 2026 A' Design Award 铜奖，竞赛类别为平面、插画与视觉传达设计。

铜平面· 2026

Piggy Express 品牌形象角色设计

设计师： Du Qingyu and Dong Xiuxiu

客户: Piggy Express Creative Design Team

平面类别A' Design Award 铜奖获奖者

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关于 Piggy Express 品牌形象角色设计

《小猪快跑》是为一家网约车出行服务打造的品牌形象角色设计。该角色将品牌标志中的小猪图形演化为亲切friendly的出行伙伴。高饱和度的配色方案使视觉可见度提升了42%，而独立完整的剪影轮廓则确保角色在各类媒介中都具有高辨识度。动效设计引导用户完成优惠券兑换、路线追踪等操作任务。该角色历经三十轮造型迭代打磨，并在中国多个城市面向逾百位用户进行了测试。

荣誉认可

关于A' Design Award 铜奖

Piggy Express 品牌形象角色设计是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Piggy Express 品牌形象角色设计将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Piggy Express 品牌形象角色设计出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: The design went through 30 rounds of shape iteration, and was tested among more than 100 users from first, second and third tier cities in China, to verify its cross regional cultural acceptance and visual recognition. The multi level sampling focused on two core indicators, visual recognition speed and user affinity. Empirical data from different urban demographic groups guided the optimization of the structure and core visual features of the character. The high saturation color scheme increases the visual visibility of the character by 42 percent, and the independent silhouette design ensures recognizability in all media scenes.
尺寸与包装: The sizes depend of the media where it is applied
标签: Brand Character Design, Visual Identity Design, Visual Communication, IP, Emotional Brand, Gamified Experience, User Research, Commercial Conversion
生产技术: The visual system is made with Adobe Creative Suite, Cinema 4D, and Octane Render, with standardized specifications to ensure IP consistency and extensibility across digital, physical, and vehicle media, solving industry adaptation problems.
设计挑战: The core challenge of this project is to transform static brand visual symbols into a complete brand character IP with emotional value. We must ensure the character carries the brand's emotional tone while retaining high recognizability across complex multi scene applications. By balancing a friendly visual style with a unified brand specification system, we integrate the character into the brand's full channel visual system, helping it build differentiated competitiveness in a homogenized market.
研究: This study addresses the emotional coldness and functional homogenization in the ride hailing sector. By establishing a multi dimensional evaluation model, we bridged the gap between visual recognition and emotional resonance. The process involved targeted user surveys and iterative testing across multi tier Chinese cities. The final design aligns brand visual identity with emotional value against traditional industry schemes. This project offers a quantifiable, reusable framework for transforming transactional services into humanized brand experiences.
灵感: The ride hailing industry is highly homogenized, with most brands prioritizing functional efficiency over emotional connection with users, leading to generally low user brand affinity. This project was created to fill this gap. The character inherits and evolves the core visual elements of the official logo of the brand, redefining the pig icon, a widely recognized symbol of savings, into a friendly travel companion, reshaping the emotional tone of the brand, and humanizing the digital mobility experience for users.
项目周期: Launched in Beijing in 2024, the project continues to iterate across multiple scenarios including digital interfaces, vehicle livery, and collaborative activities.
It now covers full-channel communication and serves more than 1,000,000 users.
操作流程: The Brand Character functions as a living interface element. Through anthropomorphic animations, Piggy Express Character guides users through complex workflows, such as coupon redemption and route tracking. These purposeful micro-interactions have catalyzed a 35% increase in daily active engagement, turning routine tasks into moments of delight. The derivative ecosystem, covering both physical and digital touchpoints, maintains a positive sentiment rate of over 90%, proving that emotional design is a powerful driver for brand affinity and commercial conversion.
团队成员: Du Qingyu
Dong Xiuxiu
Liu Jiaqi
Shen Fangyuan
图片版权: Piggy Express