Press Release
Morph Food and Beverage Branding by Mars Design Consultants Receives the Bronze A' Design Award in Graphics, Illustration and Visual Communication Design
The international grand jury of the 2019 - 2020 A' Design Award & Competition recognizes Mars Design Consultants of Mars for graphics, illustration and visual communication design
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2020 /DesignNewswire/ A' Design Award & Competition has announced that Morph Food and Beverage Branding by Mars Design Consultants of Mars has been granted the Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category. The award was conferred within the 2019 - 2020 A' Design Award & Competition and was determined through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.
About the Bronze A' Design Award
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.
More About Morph Food and Beverage Branding
Morph is a branding program for a rooftop bar and restaurant in Hangzhou, China. The identity draws on Liangzhu, an ancient Chinese love story, and on the iridescent wings of the blue morpho butterfly. The logo joins the wing forms of the female and male butterfly into one symbol. A dark purple background suggests a starry night, while the wings show a transition of rainbow colours. A kaleidoscope-like butterfly pattern is the main graphic element. The pattern is applied to the menu, the matchbox, motion projections and a wall art sculpture.
About Mars
Mars is a creative design agency. Our services including branding, graphic design, signage design and art advisory.
Award Record
With this recognition, Mars Design Consultants of Mars is a winner of 2 A' Design Awards. The awards were granted between the 2018 - 2019 and the 2019 - 2020 editions of the A' Design Award & Competition.
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. It is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Typical entries include logos, posters, infographics, brochures, packaging designs and business cards. The awarded graphic designs are published at https://designers.org/design-category/graphics
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is 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. Nominations are peer reviewed and evaluated anonymously 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. Eligible laureates receive the A' Design Prize, which 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, uploading a work and receiving a 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. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/98855
- A' Design Award Page: https://competition.adesignaward.com/98855
- Media Showcase: https://www.designnewsroom.com/!98855
- Laureate Profile: https://designers.org/d/242837
- Further Information from the Laureate: http://marsdesignsg.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
- Morph Food and Beverage Branding
- Function
- Food and Beverage Branding
- Category
- Graphics, Illustration and Visual Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising and Arts
- Colors
- Light Steel Blue, Dark Slate Gray, Light Blue, Dim Gray and Dark Gray
- Images
- 5
The Recognition
- Laureate
- Mars Design Consultants
- Country
- Singapore
- Brand
- Mars
- Recognition
- Bronze A' Design Award
- Edition
- 2019 - 2020
- Design ID
- #98855
Credits
- Team
- Angela Lu Zhang and Nico Xu YiFei
- Image Credits
- MARS
Design Details
- Unique Properties
- Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale.
- Inspiration
- The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly. Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph. The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow.
- Research
- A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience. Immersing the soul into the Chinese culture, cuisine and studied the dining habits. The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style.
- Challenge
- In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story.
- Realization and Technology
- The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design.
- Operation and Interaction
- The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers. Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph.
- Project Duration and Location
- The project started in 2019 and this bar and restaurant is located in Hangzhou China.
- Specifications
- Logo minimum size for the vertical logo width is 15mm Menu design is (W)120mm x (H)300mm Matchbox design is (W)60mm x (H)40mm x (D)20mm Wall art sculpture is (W)2000mm x (H)1200mm
- Keywords
- Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design
