Revolutionizing Lottery Fun: Gua Gua Xing Qiu's Fresh Take

Brand Identity Reimagined for China's Youthful Lottery Enthusiasts

In a strategic shift from traditional lottery promotions, Sxdesign has unveiled a groundbreaking brand identity for China welfare lottery's instant ticket promotion activities. The project, Gua Gua Xing Qiu, is a direct response to the industry's challenge of engaging a younger audience. By delving into the linguistic and social habits of young people, Sxdesign has crafted a visual and interactive world that resonates with the thrill of enlivening the mundane through the excitement of lottery play.

The Gua Gua Xing Qiu brand stands out with its innovative wordmark, which captivates audiences by transforming familiar Chinese characters into a source of wonder and delight. The design's strength lies in its ability to maintain legibility while presenting a fresh and amusing visual twist. Accompanying patterns abstractly represent the scratch-off areas of lottery tickets, using a geometric language that echoes the logo's design. This cohesive visual system invites exploration and discovery, embodying the anticipation and joy inherent in the lottery experience.

Committed to sustainability, Gua Gua Xing Qiu's materials are produced with environmental considerations at the forefront. The brand's physical presence is marked by high-quality printing on recyclable substrates, reflecting a dedication to eco-friendly practices and aligning with the welfare lottery's philanthropic mission. Technical specifications ensure the logo's impact across various platforms, with guidelines for size, safe area, and element combinations meticulously outlined.

Envisioned as an offline activity hub, Gua Gua Xing Qiu aims to cultivate a community of young lottery players who see scratching tickets as a trendy social activity. This approach is finely tuned to the nuances of contemporary Chinese Internet culture, positioning the lottery as a vibrant topic within youth culture. The brand's interactive experiences are designed to foster a sense of belonging and excitement around the lottery.

Research underpinning the project revealed that modern Chinese lottery players prioritize enjoyment and social interaction over winning. This insight drove the creation of a brand that embodies a youthful, fun-filled theme, with the core concept of seeking excitement in change guiding the design narrative. Overcoming the challenge of shifting the client's focus from prize-winning to pleasure, Sxdesign has successfully crafted a brand that appeals to young adults while responsibly excluding minors.

Gua Gua Xing Qiu's brand identity, recognized with the Iron A' Graphics, Illustration and Visual Communication Design Award in 2024, is a testament to its innovative approach. The award celebrates the brand's practicality, innovation, and alignment with industry best practices, highlighting its contribution to a more fulfilling and positive world.