Xiaoshanxiang Pig 品牌設計 by Beijing Jiaotong University

Xiaoshanxiang Pig 品牌設計 by Beijing Jiaotong University is a highly esteemed winner of the very prestigious 2024 A' Design Award 銅獎 in 平面設計 Competition Category.

銅平面· 2024

Xiaoshanxiang Pig 品牌設計

by Beijing Jiaotong University

Client: Beijing Jiaotong University

A' Design Award 銅獎 Winner in 平面 Category

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The Design

About Xiaoshanxiang Pig 品牌設計

《小山鄉豬》係為中國小源村嘅豬肉產品而設計嘅品牌形象。呢個設計以簡樸嘅鄉村插畫為基礎，並且參考咗當地養豬嘅方式——豬隻喺稻草牀上休息嘅場景。設計摒棄咗肉類包裝常見嘅產品實物相片，改用淺色調同充滿童趣嘅插圖去呈現。整套設計包括包裝盒、以260克白卡紙製作並配以絲網印刷同燙銀工藝嘅腰封、村莊地圖、優惠券以及海報。呢個項目旨在提升本地農產品嘅價值，並且將呢條村嘅故事分享出去。

The Recognition

About the A' Design Award 銅獎

Xiaoshanxiang Pig 品牌設計是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Xiaoshanxiang Pig 品牌設計將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Xiaoshanxiang Pig 品牌設計出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

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.