Gua Gua Xing Qiu Brand Identity
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Gua Gua Xing Qiu Brand Identity
Gua Gua Xing Qiu Brand Identity is an innovative visual communication system designed to revolutionize the Chinese lottery industry's approach to engaging younger demographics. This comprehensive brand identity project, recognized with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, represents a significant shift from traditional lottery marketing paradigms by emphasizing social interaction and entertainment value over prize-winning aspects. The design's cornerstone is its distinctive wordmark, which employs simplified strokes and restructured Chinese characters to create an intriguing visual element that maintains legibility while introducing an element of surprise. The visual system incorporates geometric patterns inspired by scratch-off lottery ticket aesthetics, creating an abstract representation of the scratching experience that resonates with contemporary youth culture. Developed through extensive research into young consumers' social behaviors and purchasing motivations, the brand identity establishes a cohesive visual language that transforms lottery participation into a modern social currency. The design implementation encompasses both physical and digital applications, with meticulous attention to technical specifications including a minimum logo size of 12mm for print and 100px for digital displays. Environmental consciousness is integrated into the brand's execution through the use of sustainable materials and eco-friendly printing techniques, aligning with the welfare lottery's philanthropic mission. The project, completed in Beijing between March and October 2023, successfully addresses the challenge of appealing to young adults while maintaining regulatory compliance and social responsibility, particularly concerning age restrictions in the Chinese lottery market.
brand identity design, Chinese typography, youth marketing, sustainable design, scratch-off lottery, visual communication
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