FOR IMMEDIATE RELEASE

Gua Gua Xing Qiu: Brand Identity for China Welfare Lottery's Instant Ticket Promotion Activities

sxdesign introduces Gua Gua Xing Qiu, a new brand identity designed to attract young players to the China welfare lottery's instant ticket promotion activities.

The project, which commenced in March 2023 and concluded in October 2023 in Beijing, addresses the industry's struggle to engage younger demographics by creating a visually appealing and socially relevant brand.

The design deconstructs the excitement of seeking changes in dull life, portraying scratching lotteries as a new social currency for young players.

While ensuring readability, the wordmark gives an unfamiliar sense of amazement and fun, and the patterns follow the geometric design language of the logo, expressing the appearance of the scratching area of lottery abstractly.

Gua Gua Xing Qiu's minimalist and recognizable design conveys youthful vitality and fun, utilizing sustainable materials to reflect the brand's commitment to environmental responsibility.

The brand will primarily serve as an offline activity zone, centralizing the focus of welfare lottery's offline activities and building a community of young lottery players.

Through data analysis, researchers found that today's Chinese lottery players prioritize fun and socializing when purchasing lottery tickets. The design project aimed to give the lottery a new label by creating a brand with a fun, youthful theme.

The project faced challenges in shifting the client's strategy to focus on fun and avoiding under-ageing, as minors are not allowed to buy lottery tickets in China.

sxdesign's Gua Gua Xing Qiu was awarded the Iron A' Design Award in 2024, recognizing its practical and innovative approach that meets professional and industrial requirements.

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