Press Release
Bronze A' Design Award in Graphics, Illustration and Visual Communication Design Goes to Dragon Alley Visual Identification Design by Tian Liu and Jiayi Chen
The international grand jury of the 2020 - 2021 A' Design Award & Competition recognizes Tian Liu and Jiayi Chen for graphics, illustration and visual communication design
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2021 /DesignNewswire/ A' Design Award & Competition has announced that Dragon Alley Visual Identification Design by Tian Liu and Jiayi Chen, designed for Evil Design Studio, has been granted the Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category. The recognition forms part of the 2020 - 2021 A' Design Award & Competition and was reached through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
What the Bronze A' Design Award Means
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
About Dragon Alley Visual Identification Design
Dragon Alley is a brand identity design created for a hot pot restaurant and an adjoining tea room. The identity is built on the idea of dualism drawn from Chinese mythology. The restaurant identity expresses release through a crack of thunder motif, an ink black background and vigorous letterforms. The tea room identity expresses restraint through a burst through clouds motif, a natural paper tone and gentler forms. Gradual gold accents link both identities. Applications include business cards, menus, posters, packaging and tableware.
About Tian Liu and Jiayi Chen
I am Tian Liu. I studied at the University of Florence. Now I founded Yewu Brand Design Co., Ltd. in Chengdu. We are committed to providing clients with comprehensive brand design services and using new media technology to make graphic design more possibilities.
Award Record
This recognition makes Tian Liu and Jiayi Chen a winner of 1 A' Design Award.
About the A' Graphics, Illustration and Visual Communication Design Award
The A' Graphic Design Award is an international graphic design competition recognizing good graphic designs by best creative agencies and designers worldwide. The competition is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Entries typically include logos, posters, infographics, brochures, packaging designs and business cards. Awarded graphic designs are published at https://designers.org/design-category/graphics
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/111593
- A' Design Award Page: https://competition.adesignaward.com/111593
- Media Showcase: https://www.designnewsroom.com/!111593
- Laureate Profile: https://designers.org/d/287975
- Further Information from the Laureate: http://www.vodandfriends.com/
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Dragon Alley Visual Identification Design
- Function
- Visual Identification Design
- Category
- Graphics, Illustration and Visual Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising and Arts
- Colors
- Black, Gainsboro, Goldenrod, Dark Khaki and Peru
- Images
- 5
- Client
- Evil Design Studio
The Recognition
- Laureate
- Tian Liu and Jiayi Chen
- Country
- China
- Recognition
- Bronze A' Design Award
- Edition
- 2020 - 2021
- Design ID
- #111593
Credits
- Team
- Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
- Image Credits
- Designer Jiayi Chen, 2019; Designer Liu Tian, 2019.
Design Details
- Unique Properties
- 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.
- Inspiration
- 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.
- Research
- 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.
- Challenge
- 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.
- Realization and Technology
- 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.
- Operation and Interaction
- The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
- Project Duration and Location
- 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.
- Specifications
- 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
- Keywords
- VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
