Yic Barbecue Market Visual Identity by Youjia Gu is a highly esteemed winner of the very prestigious 2020 Bronze A' Design Award in Graphics, Illustration and Visual Communication Design Competition Category.
BronzeGraphic· 2020
Yic Barbecue Market Visual Identity
by Youjia Gu
Client: MET Creative Brand
Bronze A' Design Award Winner in Graphic Category
Verified Award Winner
Verify Award Status for #100459The Design
About Yic Barbecue Market Visual Identity
Yic Barbecue Market is a visual identity created for a barbecue restaurant. The identity is built around the sound of grilling, expressed as Zila, which shapes the brand slogan and the wider copywriting system. A small carnivorous character named Zila beast serves as the brand mascot, with a cute face and an open mouth. Circular forms such as stars and yarn balls suggest planets and space, supporting a barbecue planet theme. Light orange and blue-green tones give the identity a playful and fashionable style. The identity is applied across a 280 square meter interior.
The Recognition
About the Bronze A' Design Award
Yic Barbecue Market Visual Identity is a Bronze A' Design Award winner, a highly prestigious recognition granted to outstanding designs distinguished by creativity, ingenuity, and astuteness. Bronze winners are amply skillful and strikingly creative artifacts that authenticate the vast experience, imagination, and resourcefulness of their designers. Yic Barbecue Market Visual Identity is expected to be a highly regarded, admired, and cherished object that is notably professional and innovative. This Bronze A' Design Award-winning design incorporates best practices in art, science, design, and technology, and is excellent for its attention to detail. Yic Barbecue Market Visual Identity splendidly satisfies needs, touches desires, charms feelings, and appeals to curiosity.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In order to distinguish itself from the traditional barbecue shop, designers carried out strategy output and IP creation for the whole brand of Yic BBQ Market. At the same time, they have also carried out brand differentiation positioning, through the cross-border integration of IP and space, to create a unique brand image. Therefore, this case is not only a barbecue shop, but also an alien small dinosaur IP trend shop.
- Dimensions & Packaging
- The project covers a total of 280 square meters. The concept of "barbecue planet" is created through planet, space, aerospace and other elements in space to give consumers immersive real sensory experience.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Barbecue, Planet Space Station
- Production Technology
- The design of Yic BBQ Market starts from the auditory part of the five senses experience, and extracts the sound of barbecue as the main line throughout the brand and the basis of the construction of copywriting system. Designers hope to use the voice heard in the process of "Zila" consumer experience as the starting point of their design to build the auditory experience of the whole scene.
- Design Challenge
- If the brand wants to reach the consumers' heart accurately, it needs a spokesperson who takes IP as the carrier and speaks out. Barbecue is about the pleasure of eating meat, so the designers have designed Zila beast, a small monster image of eating meat. Its appearance is cute, with an opening mouth indicates its identity is a carnivore.
- Research
- When hearing the sound like "Zila" everyone can think of Yic Barbecue Market. This is not only the sound of grilled meat, but also the sound of heartbeats. Therefore, the brand's slogan "love is Zila Zila" describes the common points of love and barbecue. In this direction, through a series of copywriting system to create close to the emotional needs and psychology of female consumers.
- Inspiration
- Yic BBQ Market focuses on the female groups who love to eat, play and have a passion for life, it strives to satisfy new and interesting user experiences and enjoy high cost-effective enjoyment, creating a lovely and fashionable "barbecue planet" theme interactive IP restaurant.
- Project Duration
- The project started in October 2018 in Suqian and finished in December 2018 in Suqian.
- Operation Flow
- On the touch line of in store consumption, designers have also created an eye-catching space sense IP punch point, as well as an open file area, implanting interesting copywriting, such as "the beauty of under the moon is unparalleled, eating meat tonight is not fat" and other emotional interactions with consumers.
- Patents
- Copyrights belong to Youjia Gu, 2018
- Team Members
- Youjia Gu
Yun Liu
Siyu Xu
Lei Chen
Yuting Wang
Xin Wei - Image Credits
- Image #1: Photographer MET Creative Brand, Yic, 2018.
Image #2: Photographer MET Creative Brand, Yic, 2018.
Image #3: Photographer MET Creative Brand, Yic, 2018.
Image #4: Photographer MET Creative Brand, Yic, 2018.
Image #5: Photographer MET Creative Brand, Yic, 2018.
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