Dou Xiaojiu Package Design by Lei Xue |
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| DESIGN NAME: Dou Xiaojiu PRIMARY FUNCTION: Package Design 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&q UNIQUE PROPERTIES / PROJECT DESCRIPTION: " 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. OPERATION / FLOW / INTERACTION: 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. PROJECT DURATION AND LOCATION: The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: 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. SPECIFICATIONS / TECHNICAL PROPERTIES: Single bottle: 15mm*7mm*3mm Box: 320mm*320*50mm 24 bottles transportation box: 340mm*220mm*340mm TAGS: Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging RESEARCH ABSTRACT: 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 CHALLENGE: 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. ADDED DATE: 2024-02-27 05:10:45 TEAM MEMBERS (4) : LeiXue, XingxingLi, YangMao and YiLi IMAGE CREDITS: This work is all original images not copyrighted. PATENTS/COPYRIGHTS: This work is all original images not copyrighted. |
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NAME: Beijing Forestry University PROFILE: Beijing Forestry University (BFU), as one of the first batch of national “211 Project” key universities and national “Superior Discipline Innovation Platform” universities, is the “Double First-Class” university project. As the national first-class undergraduate major, the major Product Design of the School of Art and Design of Beijing Forestry University, based on the professional advantages of the ecological civilization discipline, the brand image of “ecological, green and sustainable” is built up. The characteristics of product innovation design personnel training of Chinese green production mode and lifestyle are formed, and ranked No.1 in the comprehensive level of agricultural and forestry universities. With the background of green and sustainable development, based on interdisciplinary resources, we have integrated ecological, green and sustainable concepts and methods into design projects, and trained a large number of outstanding designers. In recent years, the design team of BFU has undertaken a series of well-known and important design projects in the fields of product design, brand design and cultural creativity both in China and overseas. Their work has achieved a wide range of social influence and has been recognized with numerous awards in domestic and foreign design competitions. |
| AWARD DETAILS | |
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Dou Xiaojiu Package Design by Lei Xue is Winner in Packaging Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Lei Xue. · Click here to register inorder to view the profile and other works by Lei Xue. |
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