Mae Dragon Alley Dyluniad Hunaniaeth Brand gan Tian Liu and Jiayi Chen yn enillydd uchel ei barch o'r 2021 Gwobr Efydd A' Design Award mawreddog iawn yng Nghategori Cystadleuaeth Graffeg.

EfyddGraffeg· 2021

Dragon Alley Dyluniad Hunaniaeth Brand

gan Tian Liu and Jiayi Chen

Cleient: Evil Design Studio

Enillydd Gwobr Efydd A' Design Award yn y Categori Graffeg

9,026

Enillydd Gwobr Wedi'i Wirio

Gwirio Statws Gwobr ar gyfer #111593

Ymweld â'r Wefan Gweld yn A' Design Award Datganiad i'r Wasg Bathodyn Gwobr

Lliwiau

Y Dyluniad

Am Dragon Alley Dyluniad Hunaniaeth Brand

Mae Dragon Alley yn ddyluniad hunaniaeth brand a grëwyd ar gyfer bwyty pot poeth ac ystafell de gyfagos. Adeiladwyd yr hunaniaeth ar y syniad o ddeuoliaeth wedi'i dynnu o fytholeg Tsieineaidd. Mae hunaniaeth y bwyty yn mynegi rhyddhad drwy fotiff o fellten yn hollti, cefndir du fel inc, a ffurfiau llythrennau grymus. Mae hunaniaeth yr ystafell de yn mynegi hunanataliad drwy fotiff o dorri drwy gymylau, tôn papur naturiol, a ffurfiau tynerach. Mae acenion aur graddol yn cysylltu'r ddwy hunaniaeth. Mae'r cymwysiadau'n cynnwys cardiau busnes, biliau bwyd, posteri, pecynnu a llestri bwrdd.

Y Gydnabyddiaeth

Am y Gwobr Efydd A' Design Award

Mae Dragon Alley Dyluniad Hunaniaeth Brand yn enillydd Gwobr Efydd A' Design Award, cydnabyddiaeth hynod fawreddog a roddir i ddyluniadau rhagorol sydd yn nodedig am greadigrwydd, dyfeisgarwch a chraffter. Mae enillwyr Efydd yn arteffactau medrus iawn a thrawiadol o greadigol sydd yn dilysu profiad helaeth, dychymyg a dyfeisgarwch eu dylunwyr. Disgwylir i Dragon Alley Dyluniad Hunaniaeth Brand fod yn wrthrych uchel ei fri, a edmygir ac a anwylir, sydd yn nodedig o broffesiynol ac arloesol. Mae'r dyluniad buddugol hwn o Wobr Efydd A' Design Award yn ymgorffori arferion gorau mewn celf, gwyddoniaeth, dylunio a thechnoleg, ac yn rhagorol am ei sylw i fanylion. Mae Dragon Alley Dyluniad Hunaniaeth Brand yn bodloni anghenion yn odidog, yn cyffwrdd â dyheadau, yn swyno teimladau ac yn apelio at chwilfrydedd.

Y Tu Ôl i'r Dyluniad

Pecyn i'r Wasg

Credydau, aelodau tîm a manylion technegol a ddarparwyd gan y dylunydd.

Priodweddau Unigryw: 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.
Dimensiynau a Phecynnu: 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
Tagiau: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Technoleg Cynhyrchu: 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.
Her Dylunio: 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.
Ymchwil: 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.
Ysbrydoliaeth: 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.
Hyd y Prosiect: 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.
Llif Gweithrediad: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Aelodau'r Tîm: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Cydnabyddiaeth Delweddau: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.