Du Qingyu and Dong Xiuxiu 嘅作品 Piggy Express 品牌角色設計

由設計師 Du Qingyu and Dong Xiuxiu 創作嘅 Piggy Express 品牌角色設計係備受推崇嘅 2026 A' Design Award 銅獎得獎作品，獲獎類別為平面設計。

銅平面· 2026

Piggy Express 品牌角色設計

由 Du Qingyu and Dong Xiuxiu

客戶: Piggy Express Creative Design Team

平面類別嘅 A' Design Award 銅獎得獎者

9,492

經驗證嘅獲獎者

驗證設計 #173387 嘅獲獎狀態

喺 A' Design Award 查看新聞稿獎項徽章

色彩

設計

關於 Piggy Express 品牌角色設計

Piggy Express 係一個為網約車服務而創作嘅品牌角色設計。呢個角色將品牌標誌入面嘅豬仔圖標發展成為一個親切友善嘅出行夥伴。高飽和度嘅配色方案令視覺可見度提升咗42%，而獨立嘅輪廓剪影確保角色喺所有媒介上都保持高辨識度。動畫效果引導用戶完成各項任務，例如優惠券兌換同路線追蹤。呢個角色經過三十輪嘅造型迭代打磨，並喺中國多個城市同超過一百位用戶進行咗測試。

榮譽認可

關於A' Design Award 銅獎

Piggy Express 品牌角色設計是 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Piggy Express 品牌角色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。Piggy Express 品牌角色設計出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

設計背後

新聞資料包

由設計師提供嘅製作人員名單、團隊成員同技術詳情。

獨特屬性: 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.
尺寸同包裝: The sizes depend of the media where it is applied
標籤: Brand Character Design, Visual Identity Design, Visual Communication, IP, Emotional Brand, Gamified Experience, User Research, Commercial Conversion
生產技術: 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.
設計挑戰: 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.
靈感: 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.
項目時長: 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.
團隊成員: Du Qingyu
Dong Xiuxiu
Liu Jiaqi
Shen Fangyuan
圖片來源: Piggy Express