Dou Xiaojiu

Package Design for Beijing Forestry University

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 and 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.

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Dou Xiaojiu by Beijing Forestry University

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Package Design by Beijing Forestry University

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Beijing Forestry University Dou Xiaojiu

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Beijing Forestry University Package Design

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Beijing Forestry UniversityBrand Logo

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Unique Properties

" 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.

Tags

Small-scale Baijiu; Comics; Young generation; Brand design; Product packaging

Production 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.

Design 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.

Project Duration

The project commenced in March 2021 in Beijing and was completed in December 2021 in Beijing and commenced in March 2022 in the market.

Operation Flow

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.

Research

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.

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" design. The packaging should meet the requirements of both offline restaurant sales and online retail.

Image Credits

This work is all original images not copyrighted.

Project Overview

Dou Xiaojiu Package Design has been a Bronze winner in the Packaging Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Beijing Forestry University was recognized with the coveted Bronze A' Design Award in 2024, a testament to excellence of their work Dou Xiaojiu Package Design.

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