Jie Yi Couture Markenidentität by Yiwen Tu

Jie Yi Couture Markenidentität by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 A' Design Award in Eisen in Grafikdesign Competition Category.

EisenGrafik· 2021

Jie Yi Couture Markenidentität

by Yiwen Tu

Client: Jie Yi Couture Studio

A' Design Award in Eisen Winner in Grafik Category

9,548

Verified Award Winner

Verify Award Status for #109125

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jie Yi Couture Markenidentität

Jie Yi Couture ist eine Markenidentität, die für ein Couture-Atelier in Shanghai entwickelt wurde. Das chinesische Schriftzeichen „Jie“ bedeutet lösen und dekonstruieren, während „Yi“ für Eins, Einheit und Konsistenz steht. Das Logo basiert auf chinesischer Typografie, wobei Teile der Schriftzeichen durch Symbole einer Schneiderpuppe und einer Schere ersetzt werden. Schnittmuster-Skizzen bilden das zentrale visuelle Element; ihre Linien, Kurven und Notizen ergeben ein detailreiches Muster. Die Identität wird auf Verpackungen in mehreren Größen angewendet. Das Design vermittelt handwerkliches Können und einen halbmaßgeschneiderten Schneiderservice.

The Recognition

About the A' Design Award in Eisen

Jie Yi Couture Markenidentität 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 Jie Yi Couture Markenidentität 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. Jie Yi Couture Markenidentität 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: Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency.
Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux
Dimensions & Packaging: The packaging shown is offered in a variety of sizes and iterations based on the product.
Tags: Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
Production Technology: Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
Design Challenge: The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
Research: To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
Inspiration: Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
Project Duration: The project started in August 2018 in Shanghai and finished in January 2020 in New York.
Operation Flow: Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo.
As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element.
Team Members: Independent
Image Credits: Yiwen Tu, 2020