Dou Xiaojiu Verpackungsdesign von Lei Xue

Das Design Dou Xiaojiu Verpackungsdesign von Lei Xue ist ein hoch angesehener Gewinner des sehr prestigeträchtigen 2024 A' Design Award in Bronze in der Wettbewerbskategorie Verpackungsdesign.

BronzeVerpackung· 2024

Dou Xiaojiu Verpackungsdesign

von Lei Xue

Auftraggeber: Beijing Forestry University

Gewinner des A' Design Award in Bronze in der Kategorie Verpackung

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Das Design

Über Dou Xiaojiu Verpackungsdesign

Dou Xiaojius Geschichte ist eine Spirituosenmarke mit kleinen Flaschen, die für Büroangestellte in chinesischen Metropolen entwickelt wurde. Als kulturelle und kreative Spirituosenmarke setzt sie auf das Konzept von Cartoons und Blind Boxes und erzählt durch Cartoons auf dem Flaschenkörper die Geschichten von Büroangestellten, wodurch sie bei den Konsumenten Resonanz findet. Dou Xiaojiu hat die Wahrnehmung von Spirituosen hinsichtlich Geschmack, Design und Texten revolutioniert und bringt den Konsumenten eine angenehme Überraschung. Die Marke Dou Xiaojiu hat eine doppelte Bedeutung und steht für chinesische Spirituosen, die die Konsumenten glücklich machen.

Die Auszeichnung

Über den A' Design Award in Bronze

Dou Xiaojiu Verpackungsdesign ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von Dou Xiaojiu Verpackungsdesign wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. Dou Xiaojiu Verpackungsdesign befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.

Hinter dem Design

Pressemappe

Danksagungen, Teammitglieder und technische Details, bereitgestellt vom Designer.

Einzigartige Eigenschaften: " 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.
Abmessungen & Verpackung: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Schlagwörter: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Produktionstechnologie: 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.
Designherausforderung: 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.
Forschung: 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.
Projektdauer: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Betriebsablauf: 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.
Teammitglieder: LeiXue
XingxingLi
YangMao
YiLi
Bildnachweise: This work is all original images not copyrighted.