Dou Xiaojiu Design d'Emballage par Lei Xue

Le design Dou Xiaojiu Design d'Emballage par Lei Xue est un lauréat très estimé du prestigieux 2024 A' Design Award de Bronze dans la catégorie Design d'Emballage.

BronzeEmballage· 2024

Dou Xiaojiu Design d'Emballage

par Lei Xue

Client : Beijing Forestry University

Lauréat du A' Design Award de Bronze dans la catégorie Emballage

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Couleurs

Le Design

À propos de Dou Xiaojiu Design d'Emballage

L'Histoire de Dou Xiaojiu est une marque d'alcool en petite bouteille développée pour les cols blancs des grandes métropoles chinoises. En tant que marque d'alcool culturelle et créative, elle présente le concept de dessin animé et de boîte surprise, racontant l'histoire des cols blancs à travers des illustrations sur le corps de la bouteille, créant ainsi une résonance avec les consommateurs. Dou Xiaojiu a bouleversé les perceptions en matière d'alcool sur le plan du goût, du design et du contenu rédactionnel, offrant aux consommateurs une agréable surprise. La marque Dou Xiaojiu possède une double signification, représentant un alcool chinois qui rend les consommateurs heureux.

La Reconnaissance

À propos du A' Design Award de Bronze

Dou Xiaojiu Design d'Emballage est lauréat de l'A' Design Award de Bronze, une reconnaissance hautement prestigieuse décernée à des designs remarquables qui se distinguent par leur créativité, leur ingéniosité et leur sagacité. Les lauréats Bronze sont des artefacts amplement habiles et d'une créativité frappante, qui authentifient la vaste expérience, l'imagination et l'ingéniosité de leurs concepteurs. Dou Xiaojiu Design d'Emballage est censé être un objet très estimé, admiré et chéri, remarquablement professionnel et innovant. Ce design lauréat de l'A' Design Award de Bronze intègre les meilleures pratiques de l'art, de la science, du design et de la technologie, et est excellent par son souci du détail. Dou Xiaojiu Design d'Emballage satisfait admirablement les besoins, touche les désirs, charme les sentiments et attire la curiosité.

Les coulisses du design

Dossier de presse

Crédits, membres de l'équipe et détails techniques fournis par le designer.

Propriétés Uniques: " 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.
Dimensions & Emballage: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Mots-Clés: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Technologie de Production: 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.
Défi de Conception: 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.
Recherche: 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.
Durée du Projet: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Flux Opérationnel: 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.
Brevets: This work is all original images not copyrighted.
Membres de l'Équipe: LeiXue
XingxingLi
YangMao
YiLi
Crédits Images: This work is all original images not copyrighted.