Dragon Alley Dizajn brendnog identiteta od Tian Liu and Jiayi Chen

Dizajn Dragon Alley Dizajn brendnog identiteta od dizajnera Tian Liu and Jiayi Chen je visoko cijenjeni dobitnik prestižne nagrade 2021 Brončana nagrada A' Design Award u kategoriji Dizajn Grafike, Ilustracije i Vizuelne Komunikacije.

BronzaGrafika· 2021

Dragon Alley Dizajn brendnog identiteta

autor Tian Liu and Jiayi Chen

Klijent: Evil Design Studio

Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Grafika

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Boje

Dizajn

O dizajnu Dragon Alley Dizajn brendnog identiteta

Dragon Alley je dizajn brend identiteta kreiran za restoran hot pot kuhinje i pridruženu čajanu. Identitet je izgrađen na ideji dualizma preuzetoj iz kineske mitologije. Identitet restorana izražava oslobađanje kroz motiv udara groma, pozadinu boje crnog mastila i snažne oblike slova. Identitet čajane izražava suzdržanost kroz motiv proboja kroz oblake, prirodni ton papira i blaže forme. Postepeni zlatni akcenti povezuju oba identiteta. Primjene uključuju vizitke, jelovnike, postere, ambalažu i pribor za stolom.

Priznanje

O nagradi Brončana nagrada A' Design Award

Dragon Alley Dizajn brendnog identiteta je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da Dragon Alley Dizajn brendnog identiteta bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, nauci, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. Dragon Alley Dizajn brendnog identiteta sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Iza dizajna

Press komplet

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakovanje: 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
Oznake: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Tehnologija proizvodnje: 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.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: 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.
Tok rada: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Članovi tima: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Autorstvo slika: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.