Serious Little Squid Panguna nga Gamit: Bisuwal nga Pagkatawo by Youjia Gu

Serious Little Squid Panguna nga Gamit: Bisuwal nga Pagkatawo by Youjia Gu is a highly esteemed winner of the very prestigious 2020 A' Design Award nga Bronse in Disenyo sa Grapiks, Ilustrasyon ug Biswal nga Komunikasyon Competition Category.

BronseGrapiko· 2020

Serious Little Squid Panguna nga Gamit: Bisuwal nga Pagkatawo

by Youjia Gu

Client: MET Creative Brand

A' Design Award nga Bronse Winner in Grapiko Category

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Colors

The Design

About Serious Little Squid Panguna nga Gamit: Bisuwal nga Pagkatawo

Teksto sa Libro: Ang Serious Little Squid usa ka bisuwal nga pagkatawo nga gimugna alang sa usa ka brand sa restawran. Ang pagkatawo gitukod libot kang A Zheng, usa ka karakter nga pusit nga naghawas sa mga trabahante sa opisina sa siyudad. Mga detalye sama sa necktie ug headscarf naghimo sa karakter nga sayon mailhan. Ang estilo sa grapiko nagsunod sa itom-ug-puti nga hilom nga mga pelikula, gamit ang tugnaw nga humor ug yano nga mga komik nga eksena. Usa ka serye sa mga ilustrasyon nga ginganlag "inner theater" naghulagway sa adlaw-adlaw nga kinabuhi sa usa ka dakong siyudad. Ang tumong mao ang pagtukod og positibo nga tono sa brand ug usa ka suod nga relasyon sa mga batan-ong konsumidor.

The Recognition

About the A' Design Award nga Bronse

Serious Little Squid Panguna nga Gamit: Bisuwal nga Pagkatawo usa ka mananaog sa A' Design Award nga Bronse, usa ka labihan ka prestihiyoso nga pag-ila nga gihatag sa talagsaon nga mga disenyo nga gipaila sa pagkamamugnaon, kaabtik, ug kamatngon. Ang mga mananaog sa Bronse mga hanas kaayo ug makapahibulong nga mamugnaon nga mga artipakto nga nagpamatuod sa dakong kasinatian, imahinasyon, ug kaabtik sa ilang mga tigdesinyo. Gilauman nga ang Serious Little Squid Panguna nga Gamit: Bisuwal nga Pagkatawo mahimong gipabilhan, gihangaan, ug gihigugma nga butang nga talagsaon ang pagkapropesyonal ug bag-o. Kini nga disenyo nga nakadaog og A' Design Award nga Bronse naglakip sa labing maayong mga praktis sa arte, siyensya, disenyo, ug teknolohiya ug maayo kaayo tungod sa pagtagad niini sa mga detalye. Serious Little Squid Panguna nga Gamit: Bisuwal nga Pagkatawo nagtagbaw sa mga panginahanglan sa matahom nga paagi, nag-igo sa mga tinguha, nagbihag sa mga pagbati, ug nagdani sa pagkamausisaon.

Behind the Design

Press Kit

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

Unique Properties: In this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
Dimensions & Packaging: The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
Production Technology: Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
Design Challenge: Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
Research: Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
Inspiration: With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
Project Duration: The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
Operation Flow: In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
Patents: Copyrights belong to Youjia Gu, 2019.
Team Members: Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.