Dragon Alley Handelsmerkidentiteitsontwerp deur Tian Liu and Jiayi Chen

Die ontwerp Dragon Alley Handelsmerkidentiteitsontwerp deur Tian Liu and Jiayi Chen is 'n hoogs gewaardeerde wenner van die baie prestigieuese 2021 A' Design Award in Brons in die Grafika-, Illustrasie- en Visuele Kommunikasie-ontwerp-kompetisiekategorie.

BronsGrafika· 2021

Dragon Alley Handelsmerkidentiteitsontwerp

deur Tian Liu and Jiayi Chen

Kliënt: Evil Design Studio

Wenner van die A' Design Award in Brons in die Grafika-kategorie

8,406

Geverifieerde Toekenningswenner

Verifieer Toekenningsstatus vir #111593

Besoek Webwerf Bekyk by A' Design Award Persverklaring Toekenningskenteken

Kleure

Die Ontwerp

Oor Dragon Alley Handelsmerkidentiteitsontwerp

Dragon Alley is 'n handelsmerkidentiteitsontwerp geskep vir 'n warmpot-restaurant en 'n aangrensende teekamer. Die identiteit is gebou op die idee van dualisme wat uit Chinese mitologie geput is. Die restaurant se identiteit druk vrylating uit deur middel van 'n dondergekraak-motief, 'n ink-swart agtergrond en kragtige letterverme. Die teekamer se identiteit druk selfbeheersing uit deur middel van 'n deurbrekende-wolke-motief, 'n natuurlike papiertoon en sagter vorme. Geleidelike goue aksente verbind albei identiteite. Toepassings sluit besigheidskaartjies, spyskaarte, plakkate, verpakking en tafelgerei in.

Die Erkenning

Oor die A' Design Award in Brons

Dragon Alley Handelsmerkidentiteitsontwerp 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 Dragon Alley Handelsmerkidentiteitsontwerp '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. Dragon Alley Handelsmerkidentiteitsontwerp bevredig behoeftes pragtig, raak aan begeertes, bekoor gevoelens en spreek die nuuskierigheid aan.

Agter die Ontwerp

Persstel

Krediete, spanlede en tegniese besonderhede verskaf deur die ontwerper.

Unieke Eienskappe: Based on the brand attributes of the spirit of dualism and Chinese mythology, we use it in the entire brand design process. In terms of font identification, it conveys such feelings at intercross and interlard to each other mutually. In terms of design elements, the main elements are "Crack of Thunder"in Dragon Alley and "Burst Through Clouds" in Dragon Alley Inner, the former is vigorous, while the latter is gentle. In terms of color, ink color is used as the main background color in Dragon Alley, while natural paper color as the main background color in Dragon Alley Inner, with gradual change of gold as the element.
Afmetings & Verpakking: Business card:99mm*50mm,
Bag:293mm*136mm,
Folder:480mm*310mm,
Menu:136mm*293mm,
Menu cover:250mm*140mm,
Poster:A2,
Dinner plate:diameter: 200mm,
Self-heating hot pot: 35mm*30mm*25mm,
Tea Caddy:105mm*105mm*150mm,
Oil tank:diameter 40mm*50mm,
Scarf:300mm*300mm
Etikette: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Produksietegnologie: In terms of design, the software we mainly use are Adobe Illustrator, Photoshop, After Effect and Cinema 4D.

Further more, in the later material production, it uses stamping technology, gravure printing technology, spot color printing and so on, in order to present the brand vision perfectly. In addition, there needs to be special requirements for its printing materials.
Ontwerpuitdaging: During the project. We have studied the various historical periods of China from ancient times to modern times. How to convert Chinese mythological information into usable font design, Graphic design and pattern design are the most important issues.

At the same time, how to balance the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner is also our main task.
Finally, how to integrate the concept of dragon throughout the brand design is also a problem we need to solve.
Navorsing: First of all, for a new brand, we need to let it have a complete brand story and a deep brand spirit. For business purposes, we need to make consumers recognize the brand, and based on brand value, we need our designers to create meaningful brand content. We have created a complete mythological worldview for Dragon Alley and Dragon Alley Inner, so that the brand has complete story content and visual symbols from beginning to end.

Relying on this complete set of brand visual system and story system, the brand can have a unified way of communication in terms of visual perception, operation and marketing.
Inspirasie: We received the project that needed to make the brand design of Dragon Alley Hot Pot and Dragon Alley Inner Tea Room for our client. Dragon Alley has main feature of lively hot pot restaurant, and on the contrary, Dragon Alley Inner corresponds to people's leisure tea time after meals. Chinese living alleys have two special attributes of street life. Based on the spatial differences between the two, the project design seeks to create a sense of contradiction and integration of balance, namely dualism. Emotionally, Dragon Alley represents release, while Dragon Alley Inner immersed in restraint.
Projekduur: The project began in 2019 in Milan, the overall visual design at the end of May 2020, and the project eventually landed in Chengdu China.
Bedryfsvloei: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Spanlede: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Beeldkrediete: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.