ZhenYue Logo i vizuelni identitet brenda by Guangzhou Cheung Ying Design Co. Ltd. is a highly esteemed winner of the very prestigious 2022 Brončana nagrada A' Design Award in Dizajn Grafike, Ilustracije i Vizuelne Komunikacije Competition Category.

BronzaGrafika· 2022

ZhenYue Logo i vizuelni identitet brenda

by Guangzhou Cheung Ying Design Co. Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

Brončana nagrada A' Design Award Winner in Grafika Category

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Verified Award Winner

Verify Award Status for #137424

View at A' Design Award Press Release Award Badge

Colors

The Design

About ZhenYue Logo i vizuelni identitet brenda

ZhenYue je logo i vizuelni identitet brenda kreiran za trgovca sušenom hranom. Logo kombinuje oblik tradicionalnog bambusovog sita za sušenje sa tkanim uzorkom. Slova naziva brenda su isprepletena i povezana, tako da raspored podsjeća na sušenu hranu prikupljenu u situ. Narandžasta boja je odabrana kao boja brenda kako bi izrazila tradicionalni zanat i toplinu. Identitet je izrađen u vektorskom formatu i primijenjen je na maloprodajnu ambalažu, prodajna mjesta, internet prodavnice i oglašavanje. Na štampanim materijalima koriste se zlatna folija i sitotisak.

The Recognition

About the Brončana nagrada A' Design Award

ZhenYue Logo i vizuelni identitet brenda 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 ZhenYue Logo i vizuelni identitet brenda 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. ZhenYue Logo i vizuelni identitet brenda sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: ZhenYue is a dried foods retailer with the aim of restore the essence of food. In order to better empower the new consumption experience of the company and strengthen the stickiness between consumers and the brand, the new brand standard color selects orange, which is conveys the traditional craftsmanship and enthusiastic visual language of the product. Through the visual combination of the new logo and extended graphics, the overall vision brings a strong penetrating power, which is unified and stylish, and further enhances consumer confidence.
Dimensions & Packaging: The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
Tags: Logo, Branding, Packaging, Visual Identity, Graphic Design
Production Technology: Logo and graphics are adapted in many scenes, such as business card, badge, notebook, gift package, canvas bag, etc. The process involves foil gold, screen printing.
Design Challenge: The difficulty of the work is that the brand has a wide range of dried foods products, and hundreds of products with design issues such as blurred labels, inconsistent packaging, and visual inconsistency in the overall image. Therefore, the new image upgrade design must be flexible enough to support different audiences and category diversity.
Research: In-depth research was conducted on the production process of traditional dried foods. In addition, the understanding and needs of dried foods in the daily life of the city and its people were analyzed. All this makes us clear the direction of brand upgrade. It redefines the essence of the brand, its differentiated attributes, values, the personality archetype of the brand and its main purpose. A design system that simultaneously displays the overall image of the brand and the unique attributes of the product is constructed.
Inspiration: As one of the characteristic traditional crafts in China, the most significant feature of dried foods is that it is dehydrated by slow drying in the sun. Therefore, in the design of the new brand logo, the traditional bamboo sieve drying form and the weaving process are combined, and the brand name letters "z, h, e, n, y, u, e " are interspersed and linked to each other, so that the arrangement form of each letter makes it look like the collection of different dried foods in the bamboo sifter, which interprets the connotation of the brand name of " ZhenYue ", and brings out the beautiful meaning of " ZhenYue Selection, High-quality Gathering" as a whole.
Project Duration: The project started in June 2020 in Guangzhou and finished in September 2021 in Guangzhou.
Operation Flow: The new brand identity is designed for product retail packaging, sales outlets, online stores and advertising.
Team Members: Creative Director: Zhiji Dong
Designer: Lu Gu
Image Credits: Guangzhou Cheung Ying Design Co., Ltd..