Avant Modern Cuisine الهوية البصرية by Jiawei Wu

Avant Modern Cuisine الهوية البصرية by Jiawei Wu is a highly esteemed winner of the very prestigious 2022 جائزة A' Design Award البرونزية in تصميم الرسوم والتوضيح والاتصال البصري Competition Category.

برونزالرسوم· 2022

Avant Modern Cuisine الهوية البصرية

by Jiawei Wu

Client: Jiawei Wu Design

جائزة A' Design Award البرونزية Winner in الرسوم Category

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Colors

The Design

About Avant Modern Cuisine الهوية البصرية

أفانت هو مطعم للطعام الفاخر يقع في الصين. يستخدم مفهوم العلامة التجارية تجربة الملاك في الخارج لتقديم ذكريات فريدة للعملاء وكأنهم في رحلة. بدءاً من قائمة الطعام المصممة على شكل جواز سفر. بعد كل وجبة، يحصل العملاء على تذكرة مخصصة مصممة وفقاً للإلهام الخاص بكل طبق والذكريات من المدن. اكتسبت تجربة تناول الطعام هذه شعبية كبيرة عندما توقف السفر بسبب جائحة كوفيد

The Recognition

About the جائزة A' Design Award البرونزية

Avant Modern Cuisine 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 Avant Modern Cuisine 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 Avant Modern Cuisine 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: 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