Du Qingyu and Dong Xiuxiu ᱨᱮᱱᱟᱜ Piggy Express ᱵᱨᱟᱸᱰ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2026 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱜᱨᱟᱯᱷᱤᱠ· 2026
Piggy Express ᱵᱨᱟᱸᱰ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ
Du Qingyu and Dong Xiuxiu ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Piggy Express Creative Design Team
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#173387 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Piggy Express ᱵᱨᱟᱸᱰ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱯᱤᱜᱤ ᱮᱠᱥᱯᱨᱮᱥ ᱫᱚ ᱢᱤᱫ ᱨᱟᱭᱤᱰ ᱦᱮᱭᱞᱤᱝ ᱥᱮᱣᱟ ᱞᱟᱹᱜᱤᱫ ᱵᱮᱱᱟᱣ ᱟᱠᱟᱱ ᱵᱨᱟᱸᱰ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱫᱚ ᱵᱨᱟᱸᱰ ᱞᱚᱜᱚ ᱨᱮᱭᱟᱜ ᱥᱩᱠᱨᱤ ᱪᱤᱱᱦᱟᱹ ᱠᱚ ᱢᱤᱫ ᱜᱟᱛᱮ ᱞᱮᱠᱟᱱ ᱫᱟᱹᱲᱟᱱ ᱥᱟᱶᱛᱮ ᱞᱮᱠᱟ ᱮ ᱦᱟᱨᱟ ᱟᱠᱟᱫᱟ᱾ ᱪᱮᱛᱟᱱ ᱥᱮᱪᱩᱨᱮᱥᱚᱱ ᱨᱚᱝ ᱥᱠᱤᱢ ᱛᱮ ᱧᱮᱞ ᱫᱟᱲᱮᱭᱟᱜ ᱫᱚ ᱔᱒ ᱯᱨᱚᱛᱤᱥᱚᱛ ᱛᱮ ᱵᱟᱲᱦᱟᱣ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱢᱤᱫ ᱟᱡ ᱛᱮ ᱛᱤᱸᱜᱩ ᱥᱤᱞᱩᱭᱮᱴ ᱛᱮ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱫᱚ ᱡᱚᱛᱚ ᱢᱤᱰᱤᱭᱟ ᱨᱮ ᱩᱨᱩᱢ ᱫᱟᱲᱮᱭᱟᱜ-ᱟ᱾ ᱮᱱᱤᱢᱮᱥᱚᱱ ᱠᱚ ᱵᱮᱵᱷᱟᱨᱤᱭᱟᱹ ᱠᱚ ᱠᱩᱯᱚᱱ ᱨᱤᱰᱮᱢᱥᱚᱱ ᱟᱨ ᱦᱚᱨ ᱯᱟᱧᱡᱟ ᱞᱮᱠᱟᱱ ᱠᱟᱹᱢᱤ ᱨᱮ ᱠᱚ ᱦᱚᱨ ᱩᱫᱩᱜᱟ᱾ ᱱᱚᱶᱟ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱫᱚ ᱛᱤᱨᱤᱥ ᱫᱷᱟᱣ ᱨᱩᱯ ᱵᱚᱫᱚᱞ ᱛᱮ ᱥᱟᱯᱲᱟᱣ ᱟᱠᱟᱱᱟ ᱟᱨ ᱪᱤᱱ ᱫᱤᱥᱚᱢ ᱨᱮᱭᱟᱜ ᱱᱟᱜᱟᱨ ᱠᱚᱨᱮ ᱢᱤᱫ ᱥᱟᱭ ᱠᱷᱚᱱ ᱡᱟᱹᱥᱛᱤ ᱵᱮᱵᱷᱟᱨᱤᱭᱟᱹ ᱴᱷᱮᱱ ᱵᱤᱰᱟᱹᱣ ᱟᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Piggy Express ᱵᱨᱟᱸᱰ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Piggy Express ᱵᱨᱟᱸᱰ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- The sizes depend of the media where it is applied
- ᱴᱮᱜ ᱠᱚ
- Brand Character Design, Visual Identity Design, Visual Communication, IP, Emotional Brand, Gamified Experience, User Research, Commercial Conversion
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- 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. - ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Du Qingyu
Dong Xiuxiu
Liu Jiaqi
Shen Fangyuan - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Piggy Express
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
