ʻO Dou Xiaojiu Hoʻolālā Pūʻolo na Lei Xue he mea lanakila hanohano loa o ka 2024 A' Design Award Keleawe ma ka Māhele Hoʻokūkū Hoʻolālā ʻUhi.

KeleaweʻUhi· 2024

Dou Xiaojiu Hoʻolālā Pūʻolo

na Lei Xue

Mea Kūʻai: Beijing Forestry University

Mea Lanakila A' Design Award Keleawe ma ka Māhele ʻUhi

14,392

Mea Lanakila i Hōʻoia ʻIa

Hōʻoia i ke Kūlana Makana no #159368

Nānā ma A' Design Award Hoʻolaha Nūhou Hōʻailona Makana

Nā Waihoʻoluʻu

Ka Hoʻolālā

E Pili Ana iā Dou Xiaojiu Hoʻolālā Pūʻolo

Ka Moʻolelo o Dou Xiaojiu, he inoa kūʻai wai ʻona ʻōmole liʻiliʻi i hoʻomohala ʻia no nā limahana ʻoihana ma nā kūlanakauhale nui o Kina. Ma ke ʻano he inoa kūʻai wai ʻona moʻomeheu a hoʻokele, hoʻohana ia i ka manaʻo o nā kiʻi paʻani a me ka pahu huna, e haʻi ana i ka moʻolelo o nā limahana ʻoihana ma o nā kiʻi paʻani ma ka ʻōmole, e pilina pono ana me nā mea kūʻai. Ua hoʻololi ʻo Dou Xiaojiu i nā manaʻo o nā kānaka no ka wai ʻona ma ke ʻano o ka ʻono, ka hoʻolālā a me ka kākau ʻōlelo, e hāʻawi ana i nā mea kūʻai i kekahi pūʻiwa maikaʻi. ʻElua manaʻo ko ka inoa o Dou Xiaojiu, e kūhelu ana i ka wai ʻona Pākē e hoʻohauʻoli ana i nā mea kūʻai.

Ka Hoʻomaikai

E Pili Ana i ka A' Design Award Keleawe

Ua lanakila ka hoʻolālā Dou Xiaojiu Hoʻolālā Pūʻolo i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Dou Xiaojiu Hoʻolālā Pūʻolo he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Dou Xiaojiu Hoʻolālā Pūʻolo i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

Ma Hope o ka Hoʻolālā

ʻEke Nūhou

Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.

Nā ʻAno Kūʻokoʻa: " 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.
Nā Ana a me ka Hoʻopili: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Nā Lepili: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
ʻEnehana Hana: 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.
Pilikia Hoʻolālā: 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.
Noiʻi: 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.
Hoʻoulu Manaʻo: 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.
Ka Lōʻihi o ka Papahana: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Kaʻina Hana: 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.
Nā Palapala Kuleana: This work is all original images not copyrighted.
Nā Lālā Hui: LeiXue
XingxingLi
YangMao
YiLi
Nā Kuleana Kiʻi: This work is all original images not copyrighted.