Dou Xiaojiu Verpakkingsontwerp deur Lei Xue

Die ontwerp Dou Xiaojiu Verpakkingsontwerp deur Lei Xue is 'n hoogs gewaardeerde wenner van die baie prestigieuese 2024 A' Design Award in Brons in die Verpakkingsontwerp-kompetisiekategorie.

BronsVerpakking· 2024

Dou Xiaojiu Verpakkingsontwerp

deur Lei Xue

Kliënt: Beijing Forestry University

Wenner van die A' Design Award in Brons in die Verpakking-kategorie

14,392

Geverifieerde Toekenningswenner

Verifieer Toekenningsstatus vir #159368

Bekyk by A' Design Award Persverklaring Toekenningskenteken

Kleure

Die Ontwerp

Oor Dou Xiaojiu Verpakkingsontwerp

Dou Xiaojiu se Verhaal is 'n kleinbottel-drankhandelsmerk wat ontwikkel is vir witkraag-werkers in China se eersterangse stede. As 'n kulturele en kreatiewe drankhandelsmerk, gebruik dit die konsep van spotprente en blinde bokse om die verhaal van witkraag-werkers te vertel deur spotprente op die bottellyf, wat aanklank vind by verbruikers. Dou Xiaojiu het mense se persepsies van drank verander in terme van smaak, ontwerp en reklameteks, wat 'n aangename verrassing vir verbruikers bring. Die Dou Xiaojiu-handelsmerk het dubbele betekenisse en verteenwoordig Chinese drank wat verbruikers gelukkig maak.

Die Erkenning

Oor die A' Design Award in Brons

Dou Xiaojiu Verpakkingsontwerp is 'n wenner van die A' Design Award in Brons, 'n hoogs prestigieuse erkenning wat toegeken word aan uitstaande ontwerpe wat gekenmerk word deur kreatiwiteit, vindingrykheid en skerpsinnigheid. Wenners in Brons is ruimskoots vaardige en opvallend kreatiewe artefakte wat die groot ervaring, verbeelding en vindingrykheid van hul ontwerpers bevestig. Daar word verwag dat Dou Xiaojiu Verpakkingsontwerp 'n hoog aangeskrewe, bewonderde en gekoesterde voorwerp is wat merkwaardig professioneel en innoverend is. Hierdie ontwerp wat die A' Design Award in Brons gewen het, inkorporeer die beste praktyke in kuns, wetenskap, ontwerp en tegnologie en is uitstekend vanweë sy aandag aan detail. Dou Xiaojiu Verpakkingsontwerp bevredig behoeftes pragtig, raak aan begeertes, bekoor gevoelens en spreek die nuuskierigheid aan.

Agter die Ontwerp

Persstel

Krediete, spanlede en tegniese besonderhede verskaf deur die ontwerper.

Unieke Eienskappe: " 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.
Afmetings & Verpakking: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Etikette: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Produksietegnologie: 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.
Ontwerpuitdaging: 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.
Navorsing: 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.
Inspirasie: 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.
Projekduur: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Bedryfsvloei: 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.
Patente: This work is all original images not copyrighted.
Spanlede: LeiXue
XingxingLi
YangMao
YiLi
Beeldkrediete: This work is all original images not copyrighted.