Serious Little Squid Visuele Identiteit by Youjia Gu is a highly esteemed winner of the very prestigious 2020 A' Design Award in Brons in Grafika-, Illustrasie- en Visuele Kommunikasie-ontwerp Competition Category.
BronsGrafika· 2020
Serious Little Squid Visuele Identiteit
by Youjia Gu
Client: MET Creative Brand
A' Design Award in Brons Winner in Grafika Category
- 9,186
- Verified Award Winner
- Verify Award Status for #100470
The Design
About Serious Little Squid Visuele Identiteit
Serious Little Squid is 'n visuele identiteit geskep vir 'n restaurantmerk. Die identiteit is opgebou rondom A Zheng, 'n inkviskarakter wat stedelike kantoorwerkers verteenwoordig. Besonderhede soos 'n dasnek en 'n kopdoek maak die karakter maklik herkenbaar. Die grafiese styl volg swart-en-wit stilfilms, met koue humor en eenvoudige strokiesprenttonele. 'n Reeks illustrasies genaamd die binneteater bied 'n blik op die daaglikse lewe in 'n groot stad. Die doel is om 'n positiewe merktoon te bou en 'n noue band met jong verbruikers te skep.
The Recognition
About the A' Design Award in Brons
Serious Little Squid Visuele Identiteit is 'n wenner van die A' Design Award in Brons, 'n hoogs prestigieuse erkenning wat toegeken word aan uitstaande ontwerpe wat gekenmerk word deur kreatiwiteit, vindingrykheid en skerpsinnigheid. Wenners in Brons is ruimskoots vaardige en opvallend kreatiewe artefakte wat die groot ervaring, verbeelding en vindingrykheid van hul ontwerpers bevestig. Daar word verwag dat Serious Little Squid Visuele Identiteit 'n hoog aangeskrewe, bewonderde en gekoesterde voorwerp is wat merkwaardig professioneel en innoverend is. Hierdie ontwerp wat die A' Design Award in Brons gewen het, inkorporeer die beste praktyke in kuns, wetenskap, ontwerp en tegnologie en is uitstekend vanweë sy aandag aan detail. Serious Little Squid Visuele Identiteit bevredig behoeftes pragtig, raak aan begeertes, bekoor gevoelens en spreek die nuuskierigheid aan.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
- Dimensions & Packaging
- The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
- Production Technology
- Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
- Design Challenge
- Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
- Research
- Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
- Inspiration
- With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
- Project Duration
- The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
- Operation Flow
- In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
- Patents
- Copyrights belong to Youjia Gu, 2019.
- Team Members
- Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei - Image Credits
- Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.
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