Дизајн Dou Xiaojiu Dizajn pakovanja аутора Lei Xue је високо цењени добитник веома престижне награде 2024 Бронзана награда A' Design Award у категорији такмичења Дизајн паковања.
БронзанаПаковање· 2024
Dou Xiaojiu Dizajn pakovanja
аутор: Lei Xue
Клијент: Beijing Forestry University
Добитник награде Бронзана награда A' Design Award у категорији Паковање
Верификовани добитник награде
Верификујте статус награде за #159368Дизајн
О дизајну Dou Xiaojiu Dizajn pakovanja
Dou Xiaojiu's Story je marka žestokog pića u maloj boci razvijena za službenike u najvećim kineskim gradovima. Kao kulturna i kreativna marka alkoholnih pića, karakteriše je koncept ilustracija i blind box-a, koji kroz ilustracije na boci priča priče službenika, rezonujući sa potrošačima. Dou Xiaojiu je preokrenuo percepciju ljudi o žestokim pićima u pogledu ukusa, dizajna i teksta, donoseći potrošačima prijatno iznenađenje. Marka Dou Xiaojiu ima dvostruko značenje, predstavljajući kinesko žestoko piće koje usrećuje potrošače.
Признање
О награди Бронзана награда A' Design Award
Dou Xiaojiu Dizajn pakovanja је добитник Бронзане награде A' Design Award, високо престижног признања које се додељује изванредним дизајнима који се одликују креативношћу, домишљатошћу и оштроумношћу. Добитници Бронзане награде у потпуности су вешти и упечатљиво креативни артефакти који потврђују велико искуство, машту и снаљажљивост својих дизајнера. Очекује се да Dou Xiaojiu Dizajn pakovanja буде високо цењен, дивљен и вољен предмет, запажено професионалан и иновативан. Овај дизајн награђен Бронзаном наградом A' Design Award уграђује најбоље праксе у уметности, науци, дизајну и технологији и одличан је по пажњи према детаљима. Dou Xiaojiu Dizajn pakovanja сјајно задовољава потребе, дотиче жеље, очарава осећања и привлачи радозналост.
Иза дизајна
Комплет за медије
Заслуге, чланови тима и технички детаљи које је обезбедио дизајнер.
- Јединствене карактеристике
- " 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.
- Димензије и паковање
- Single bottle: 15mm*7mm*3mm
Box: 320mm*320*50mm
24 bottles transportation box: 340mm*220mm*340mm - Ознаке
- Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging
- Технологија производње
- 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.
- Дизајнерски изазов
- 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. - Истраживање
- 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. - Инспирација
- 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.
- Трајање пројекта
- The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.
- Ток рада
- 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.
- Патенти
- This work is all original images not copyrighted.
- Чланови тима
- LeiXue
XingxingLi
YangMao
YiLi - Заслуге за фотографије
- This work is all original images not copyrighted.
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