Avant Modern Cuisine Merkidentiteit by Jiawei Wu

Avant Modern Cuisine Merkidentiteit by Jiawei Wu is a highly esteemed winner of the very prestigious 2022 A' Design Award in Brons in Grafika-, Illustrasie- en Visuele Kommunikasie-ontwerp Competition Category.

BronsGrafika· 2022

Avant Modern Cuisine Merkidentiteit

by Jiawei Wu

Client: Jiawei Wu Design

A' Design Award in Brons Winner in Grafika Category

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Verified Award Winner

Verify Award Status for #137847

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Avant Modern Cuisine Merkidentiteit

Avant is 'n fynproewersrestaurant geleë in China. Die handelsmerkonsep benut die eienaars se oorsese ervaring om aan kliënte unieke herinneringe te bied asof hulle op 'n reis gegaan het. Dit begin met 'n spyskaart wat ontwerp is om soos 'n paspoort te lyk. Na elke maaltyd ontvang kliënte 'n pasgemaakte kaartjie wat ontwerp is volgens die spesifieke inspirasie agter elke gereg en herinneringe van die stede. Hierdie eetervaring het baie gewild geword toe reise stopgesit is weens die Covid-pandemie.

The Recognition

About the A' Design Award in Brons

Avant Modern Cuisine Merkidentiteit 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 Avant Modern Cuisine Merkidentiteit '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. Avant Modern Cuisine Merkidentiteit 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: The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
Dimensions & Packaging: The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
Tags: Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
Production Technology: All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
Design Challenge: A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
Research: The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
Inspiration: The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
Project Duration: The project started in July 2020 in China and finished in March 2021.
Operation Flow: Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
Team Members: Jiawei Wu
Image Credits: Jiawei Wu_Designer
Guanzhong Qiu_Photographer