Dizajn Dou Xiaojiu Dizajn obalu od dizajnéra Lei Xue je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2024 Bronzová cena A' Design Award v súťažnej kategórii Dizajn obalov.

BronzováObaly· 2024

Dou Xiaojiu Dizajn obalu

od Lei Xue

Klient: Beijing Forestry University

Víťaz ocenenia Bronzová cena A' Design Award v kategórii Obaly

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Dizajn

O dizajne Dou Xiaojiu Dizajn obalu

Dou Xiaojiu's Story je značka alkoholu v malých fľašiach vyvinutá pre kancelárskych pracovníkov v najväčších čínskych mestách. Ako kultúrna a kreatívna alkoholová značka využíva koncept kresleného dizajnu a blind boxu, ktorý prostredníctvom kresieb na fľaši rozpráva príbehy kancelárskych pracovníkov a rezonuje so spotrebiteľmi. Dou Xiaojiu prevrátila predstavy ľudí o alkohole z hľadiska chuti, dizajnu a textov, čím spotrebiteľom prináša príjemné prekvapenie. Značka Dou Xiaojiu má dvojitý význam a reprezentuje čínsky alkohol, ktorý robí spotrebiteľov šťastnými.

Ocenenie

O ocenení Bronzová cena A' Design Award

Dou Xiaojiu Dizajn obalu je laureát Bronzovej ceny A' Design Award, vysoko prestížneho uznania udeľovaného vynikajúcim dizajnom, ktoré sa vyznačujú kreativitou, vynaliezavosťou a bystrosťou. Laureáti Bronzovej ceny sú plne zručné a nápadne kreatívne artefakty, ktoré potvrdzujú rozsiahle skúsenosti, predstavivosť a zdatnosť svojich dizajnérov. Od Dou Xiaojiu Dizajn obalu sa očakáva, že bude vysoko cenený, obdivovaný a milovaný predmet, pozoruhodne profesionálny a inovatívny. Tento dizajn ocenený Bronzovou cenou A' Design Award zahŕňa najlepšie postupy v umení, vede, dizajne a technológii a vyniká pozornosťou k detailom. Dou Xiaojiu Dizajn obalu skvele uspokojuje potreby, dotýka sa túžob, očarúva city a vzbudzuje zvedavosť.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: " 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.
Rozmery a balenie: Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm
Štítky: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
Výrobná technológia: 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.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
Pracovný postup: 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.
Patenty: This work is all original images not copyrighted.
Členovia tímu: LeiXue
XingxingLi
YangMao
YiLi
Zdroje obrázkov: This work is all original images not copyrighted.