Pure Green Visuelle Identität by Xinqi Liu

Pure Green Visuelle Identität by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 A' Design Award in Eisen in Grafikdesign Competition Category.

EisenGrafik· 2020

Pure Green Visuelle Identität

by Xinqi Liu

Client: MET Creative Brand

A' Design Award in Eisen Winner in Grafik Category

10,216

Verified Award Winner

Verify Award Status for #100488

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Pure Green Visuelle Identität

Pure Green ist eine visuelle Identität für eine Hotpot-Restaurantmarke in Chongqing. Das Grün des Hotpots mit frischem Pfeffer dient als Markenfarbe – im Kontrast zum Rot, das auf dem lokalen Markt vorherrscht. Eine Figur namens Mobee bildet das zentrale Symbol der Identität. Mobee verbindet einen positiven Kreis mit einem negativen Kreuzelement. Mahjong-Steine ersetzen die Gesichtszüge und vermitteln Eigenständigkeit, Geheimnis und Vitalität. Die Markenzeichen werden über vielfältige Formen und Medien hinweg eingesetzt, um die Marke jungen Konsumenten näherzubringen.

The Recognition

About the A' Design Award in Eisen

Pure Green Visuelle Identität ist Gewinner des A' Design Award in Eisen, einer prestigeträchtigen Anerkennung für gute Designs, die die beruflichen und industriellen Anforderungen erfüllen, die an gut gestaltete Schöpfungen gestellt werden. Eisen-Gewinner zeigen großes Können, hohe Spezialisierung, fachkundiges Verständnis und die kreative Kapazität ihrer Schöpfer. Von Pure Green Visuelle Identität wird erwartet, dass es eine hochgeschätzte, bewunderte und geliebte Schöpfung ist, die praktisch und innovativ ist. Dieses mit dem A' Design Award in Eisen prämierte Design integriert bewährte Branchenverfahren und weist kompetente technische Merkmale in Verbindung mit Know-how und Talent auf. Pure Green Visuelle Identität wird für seine Gründlichkeit geschätzt und ist darauf ausgelegt, Verbesserungen der Lebensqualität zu liefern, die dazu beitragen, die Welt zu einem besseren Ort zu machen.

Behind the Design

Press Kit

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

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.
Team Members: Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang
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.