Lord Qu ምስላዊ ማንነት by Siyu Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award የነሐስ ሽልማት in የግራፊክስ፣ ሥዕላዊ መግለጫ እና ምስላዊ ግንኙነት ዲዛይን Competition Category.
ነሐስግራፊክ· 2020
Lord Qu ምስላዊ ማንነት
by Siyu Xu
Client: MET Creative Brand
A' Design Award የነሐስ ሽልማት Winner in ግራፊክ Category
- 8,939
- Verified Award Winner
- Verify Award Status for #100477
The Design
About Lord Qu ምስላዊ ማንነት
ሎርድ ኩ በቻይና ኩዡ ውስጥ ለሚገኝ የመክሰስ ብራንድ የተፈጠረ ምስላዊ ማንነት ነው። ይህ ማንነት ባህላዊውን የቻይና የምግብ ባህል ለወጣት ተጠቃሚዎች በዘመናዊ መንገድ ያቀርባል። በኮንፊሸስ ላይ የተመሰረተ ገጸ-ባህሪ ማዕከላዊውን ምልክት ይመሰርታል፣ የገጸ-ባህሪው የፀጉር ቋጠሮም እንደ የተቀቀለ ዳቦ (ስቲምድ ባን) ቅርጽ አለው። መስመራዊ የካርቱን ስዕሎች ገጸ-ባህሪውን ከታሪካዊ ጭብጦች እንደ በራሪ ድራጎን፣ የኮንፊሸስ ቤተመቅደስ እና መልካም ምልክት ደመናዎች ጋር ያገናኙታል። የአሳማ አፍንጫ ምልክት በምግብ ቤቱ ውስጥ በእንፋሎት ማብሰያዎች፣ በእቃ ማዕድ፣ በመብራቶች እና በወንበር ጀርባዎች ላይ ተግባራዊ ተደርጓል።
The Recognition
About the A' Design Award የነሐስ ሽልማት
Lord Qu ምስላዊ ማንነት የA' Design Award የነሐስ ሽልማት አሸናፊ ነው፤ ይህም በፈጠራ፣ በብልሃት እና በአስተዋይነት ለሚታወቁ ድንቅ ዲዛይኖች የሚሰጥ እጅግ ከፍተኛ ክብር ያለው እውቅና ነው። የነሐስ አሸናፊዎች የዲዛይነሮቻቸውን ሰፊ ልምድ፣ ምናብ እና ብልሃት የሚያረጋግጡ እጅግ ችሎታ የተሞላባቸው እና በሚያስደንቅ ሁኔታ ፈጠራ ያላቸው ሥራዎች ናቸው። Lord Qu ምስላዊ ማንነት ከፍ ያለ ግምት የሚሰጠው፣ የሚደነቅና የሚወደድ፣ እጅግ ሙያዊና ፈጠራ የተሞላበት ነገር እንደሚሆን ይጠበቃል። ይህ የA' Design Award የነሐስ ሽልማትን ያሸነፈ ዲዛይን በኪነ ጥበብ፣ በሳይንስ፣ በዲዛይን እና በቴክኖሎጂ ምርጥ ልምዶችን ያካትታል፤ ለዝርዝርም በሚሰጠው ትኩረት ምርጥ ነው። Lord Qu ምስላዊ ማንነት ፍላጎቶችን በግሩም ሁኔታ ያረካል፣ ምኞቶችን ይነካል፣ ስሜቶችን ይማርካል እንዲሁም የማወቅ ጉጉትን ይስባል።
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.
- Dimensions & Packaging
- In the application of props, the designers make full use of the pig nose visual hammer, develop the steamer of Lord Qu exclusive pig nose on the tableware, the pig nose lamp and backrest seat in the space, make a deep strong link between the product and the brand, and carry out the exclusive brand design.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
- Production Technology
- The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.
- Design Challenge
- How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.
- Research
- As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.
- Inspiration
- Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.
- Project Duration
- The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
- Operation Flow
- The designers create a story for IP, personify the ingredients in the main products.
- Patents
- Copyrights belong to Siyu Xu, 2018.
- Team Members
- Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang - Image Credits
- Image #1: Photographer MET Creative Brand, Lord Qu, 2018.
Image #2: Photographer MET Creative Brand, Lord Qu, 2018.
Image #3: Photographer MET Creative Brand, Lord Qu, 2018.
Image #4: Photographer MET Creative Brand, Lord Qu, 2018.
Image #5: Photographer MET Creative Brand, Lord Qu, 2018.
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