Yic Barbecue Market الهوية البصرية by Youjia Gu

Yic Barbecue Market الهوية البصرية by Youjia Gu is a highly esteemed winner of the very prestigious 2020 جائزة A' Design Award البرونزية in تصميم الرسوم والتوضيح والاتصال البصري Competition Category.

برونزالرسوم· 2020

Yic Barbecue Market الهوية البصرية

by Youjia Gu

Client: MET Creative Brand

جائزة A' Design Award البرونزية Winner in الرسوم Category

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The Design

About Yic Barbecue Market الهوية البصرية

"سوق يِك للشواء" هي هوية بصرية صُمّمت لمطعم متخصص في الشواء. تقوم الهوية على صوت الشواء المُعبَّر عنه بكلمة "زيلا"، وهو الصوت الذي يصوغ شعار العلامة التجارية ونظام الكتابة الإعلانية الأوسع. وتؤدي شخصية صغيرة آكلة للحوم تُدعى "وحش زيلا" دور تميمة العلامة التجارية، بوجه لطيف وفم مفتوح. أما الأشكال الدائرية مثل النجوم وكرات الخيوط فتوحي بالكواكب والفضاء، بما يدعم فكرة "كوكب الشواء". وتمنح الألوان البرتقالية الفاتحة والزرقاء المخضرّة الهوية طابعًا مرحًا وعصريًا. وقد طُبّقت الهوية على مساحة داخلية تبلغ 280 مترًا مربعًا.

The Recognition

About the جائزة A' Design Award البرونزية

Yic Barbecue Market الهوية البصرية هو فائز بجائزة A' Design Award البرونزية، وهي تقدير رفيع المكانة يُمنح للتصاميم المتميزة التي تتسم بالإبداع والبراعة وحدة الذكاء. والفائزون بالبرونزية مصنوعات بارعة بوفرة ومبدعة بصورة لافتة، تؤكد الخبرة الواسعة والخيال وسعة الحيلة لدى مصمميها. ويُتوقع أن يكون Yic Barbecue Market الهوية البصرية قطعة عالية التقدير ومحل إعجاب وحب، شديدة الاحترافية والابتكار. وهذا التصميم الفائز بجائزة A' Design Award البرونزية يتبنى أفضل الممارسات في الفن والعلم والتصميم والتكنولوجيا، ويتميز بعنايته بالتفاصيل. ويلبّي Yic Barbecue Market الهوية البصرية الاحتياجات على أفضل وجه، ويلامس الرغبات، ويأسر المشاعر، ويستثير الفضول.

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.