Ferru Grafica · 2020
Pure Green Identità Visuale
by Xinqi Liu
- A' Design Award di Ferru 2020 in Grafica
- CLIENT: MET Creative Brand
- Estimated Number of Design Views: 10,216
- Verification code 3FECB4AFD6 · Verify this award
Colors
About Pure Green Identità Visuale
Pure Green hè un'identità visuale per una marca di ristoranti hotpot in Chongqing. U culore verde di u pepe frescu di l'hotpot hè adupratu cum'è culore di a marca, in cuntrastu cù u rossu chì hè cumunu in u mercatu lucale. Un'immagine di personagiu chjamatu Mobee forma u simbulu centrale di l'identità. Mobee combina un elementu circulare pusitivu è un elementu à croce negativu. E tessere di mahjong rimpiazzanu i tratti facciali per sprime indipendenza, misteru è vitalità. I simboli di a marca sò applicati à traversu diverse forme è media, cù l'obiettivu di avvicinà a marca à i cunsumatori ghjovani.
About the A' Design Award di Ferru
Pure Green Identità Visuale hè un vincitore di u premiu A' Design Award di Ferru, una ricunniscenza prestigiosa attribuita à i boni disegni chì rispondenu à i requisiti prufessiunali è industriali aspettati da creazioni ben cuncipite. I vincitori di Ferru dimustranu una grande abilità, una alta specializazione, una cumpresa esperta è a capacità creativa di i so creatori. Si aspetta chì Pure Green Identità Visuale sia una creazione assai apprezzata, ammirata è cara chì hè pratica è innuvatrice. Stu disegnu vincitore di u premiu A' Design Award di Ferru integra e migliori pratiche di u settore è hà caratteristiche tecniche cumpetenti ligate à u sapè fà è à u talentu. Pure Green Identità Visuale hè rispettatu per a so meticulosità è hè cuncipitu per furnisce miglioramenti di a qualità di a vita chì aiutanu à fà di u mondu un locu megliu.
Press Kit
- Unique Properties
- Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
- Dimensions & Packaging
- The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
- Production Technology
- The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
- Design Challenge
- The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
- Research
- In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
- Inspiration
- The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
- Project Duration
- The project started in July 2019 in Chongqing and finished in December in Chongqing.
- Operation Flow
- Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
- Patents
- Copyrights belong to Xinqi Liu, 2019.
- Image Credits
- Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.
