Morph Fungsi Utama: Branding Pangan sibawa Inungeng by Mars Design Consultants is a highly esteemed winner of the very prestigious 2020 A' Design Award Tambaga in Desain Grafis, Ilustrasi, na Komunikasi Visual Competition Category.
TambagaGrafis· 2020
Morph Fungsi Utama: Branding Pangan sibawa Inungeng
Client: Mars Design Consultants
A' Design Award Tambaga Winner in Grafis Category
Verified Award Winner
Verify Award Status for #98855The Design
About Morph Fungsi Utama: Branding Pangan sibawa Inungeng
Teks Buku: Morph iyanaritu program branding untu' rooftop bar sibawa restoran ri Hangzhou, China. Identitasnaé mala inspirasi polé ri Liangzhu, situ pangngoloi cinta Cina riolo, sibawa polé ri panne kupu-kupu blue morpho iya makkilaka'é. Logona napagaddungeng bentu panne kupu-kupu bainé sibawa worowané mancaji séddi simbol. Latara ungu macawa'é mappaita bilangngi mabbintangngé, na panné-panné kupu-kupu mappaita perubahang wanna pelangi. Pola kupu-kupu iya sinrupaé kaleidoskop mancaji unsur grafis pokoq. Pola iyaé ripakéi ri menu, matchbox, proyeksi motion, sibawa sculpture seni dinding.
The Recognition
About the A' Design Award Tambaga
Morph Fungsi Utama: Branding Pangan sibawa Inungeng iyanaritu pakoro A' Design Award Tambaga, pakalebbi iya malompo tongeng iya ripabbere ri desain luar biasa iya riissengngi nasaba kreativitas, kecerdikan sibawa ketajaman. Pakoro Tambaga iyanaritu artefak iya terampil sibawa mappabbura kreatif iya mappabbentuk pengalaman iya maega, imajinasi sibawa kecerdikan tau mabbuat. Morph Fungsi Utama: Branding Pangan sibawa Inungeng ripakkirangngi mancaji objek iya ripakalebbi, ripuji sibawa rirennu, profesional sibawa inovatif. Desain pakoro A' Design Award Tambaga iyae mappasilaong praktik tepat ri seni, sains, desain sibawa teknologi sibawa makessing nasaba perhatiannna ri detail. Morph Fungsi Utama: Branding Pangan sibawa Inungeng mappabbura kebutuhan makessing, mappakkela keinginan, mappabbentuk perasaan sibawa mappabbura rasa penasaran.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale.
- Dimensions & Packaging
- Logo minimum size for the vertical logo width is 15mm
Menu design is (W)120mm x (H)300mm
Matchbox design is (W)60mm x (H)40mm x (D)20mm
Wall art sculpture is (W)2000mm x (H)1200mm - Tags
- Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design
- Production Technology
- The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design.
- Design Challenge
- In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story.
- Research
- A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience.
Immersing the soul into the Chinese culture, cuisine and studied the dining habits.
The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style. - Inspiration
- The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly.
Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph.
The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow. - Project Duration
- The project started in 2019 and this bar and restaurant is located in Hangzhou China.
- Operation Flow
- The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers.
Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph. - Patents
- MARS
- Team Members
- Angela Lu Zhang
Nico Xu YiFei - Image Credits
- MARS
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