Gua Gua Xing Qiu

Brand Identity for Guangxi Welfare Lottery Issue Center

Designers discovered that most young people purchase lottery tickets out of social necessity and a desire for excitement amidst monotony. Based on this, in the brand design process, designers proposed a brand name that is catchy and has the potential to foster community. In the logo, by simplifying strokes and changing structures, the wordmark presents an unfamiliarity and surprise while ensuring readability. The brand graphics reference elements of the logo and scratch-off lottery tickets. The entire visual system collectively portrays a scratch-off world filled with fun and excitement.

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Download Press Kit № 155947 Brand Identity for Guangxi Welfare Lottery Issue Center by sxdesign to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Gua Gua Xing Qiu by sxdesign

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Brand Identity by sxdesign

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sxdesign Gua Gua Xing Qiu

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sxdesign Brand Identity

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Guangxi Welfare Lottery Issue CenterBrand Logo

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Unique Properties

While ensuring readability, by reducing strokes and changing the structure appropriately, the wordmark gives people an unfamiliar sense of amazement and fun after they recognize Chinese characters and look further. The patterns follow the geometric design language of logo and expresses the appearance of scratching area of lottery abstractly. The whole visual system together portrays a scratch-off world that radiates fun and surprises that people are looking forward to exploring and unveiling.

Tags

Brand identity, Chinese, Instant lottery, Fun, Youthful, Activities offline

Production Technology

GuaGuaXingQiu's minimalist and recognizable design conveys youthful vitality and fun. The materials are produced using sustainable materials to ensure that every entity of the brand is environmentally friendly. The precise execution of high-quality printing techniques on recyclable substrates reflects the brand's commitment to environmental responsibility and the eco-friendly and philanthropic attributes of the welfare lottery industry.

Design Challenge

For a long time, the strategy of China's lottery promotional activities has been centered on prize-winning and public welfare. It was a big challenge for the designer to change the client's strategy to focus on fun through practical and reliable data analysis and comprehensive design. It was also a challenge to convey the concept accurately, appeal to young people and avoid under-ageing (minors are not allowed to buy lottery tickets in China).

Project Duration

The project started in March 2023 in Beijing and finished in October 2023 in Beijing.

Operation Flow

The brand "Gua Gua Xing Qiu (Scratch-off Planet)" will mainly serve as offline activity zone, hosting the welfare lottery's offline activities and centralizing the focus of them. In designers' visions, the new brand may build a group of young lottery players who regard scratching lottery as a new social trend, which is adapted to the context of contemporary Chinese Internet culture, and make scratching lottery tickets a topic of young culture.

Research

Through data analysis, researchers found that today's Chinese lottery players pay more attention to fun and socializing when purchasing lottery tickets than winning. As a result, a plan was developed to give the lottery a new label by creating a new brand with a fun, youthful theme. Further, the research found that the fun of buying lottery tickets comes from the excitement of chasing change, which became the core concept that ties the whole design together.

Inspiration

To solve Chinese lottery industry's difficulties in attracting youngsters, by studying language habits and social preferences of people, project creates a new brand for China welfare lottery's instant ticket promotion activities. The design deconstructs the excitement of seeking changes in dull life, which is the source of lottery's fun. With the visual system, designers build a world of fun and surprises for young players, and make scratching lotteries a new social currency for them.

Project Overview

Gua Gua Xing Qiu Brand Identity has been a Iron winner in the Graphics, Illustration and Visual Communication Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Image Credits

For design images and photos please credit sxdesign.

Iron Recognition

sxdesign was recognized with the coveted Iron A' Design Award in 2024, a testament to excellence of their work Gua Gua Xing Qiu Brand Identity.

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