Dragon Alley Marka Identeco-Desegno by Tian Liu and Jiayi Chen

Dragon Alley Marka Identeco-Desegno by Tian Liu and Jiayi Chen is a highly esteemed winner of the very prestigious 2021 Bronza A' Design Award in Dezajno de Grafiko, Ilustrado kaj Vida Komunikado Competition Category.

BronzoGrafiko· 2021

Dragon Alley Marka Identeco-Desegno

by Tian Liu and Jiayi Chen

Client: Evil Design Studio

Bronza A' Design Award Winner in Grafiko Category

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Verified Award Winner

Verify Award Status for #111593

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

Colors

The Design

About Dragon Alley Marka Identeco-Desegno

Drakostrato estas marka identeco-desegno kreita por hotpot-restoracio kaj alligita teejo. La identeco baziĝas sur la ideo de duismo, ĉerpita el ĉina mitologio. La restoracia identeco esprimas liberigon per motivo de tondrofendo, inkonigra fono kaj vigoraj literformoj. La teeja identeco esprimas modereco per motivo de trarompiĝo tra nuboj, natura papertono kaj pli mildaj formoj. Gradaj oraj akcentoj ligas ambaŭ identecojn. Aplikoj inkluzivas vizitkartojn, menuojn, afiŝojn, pakadon kaj manĝilaron.

The Recognition

About the Bronza A' Design Award

Dragon Alley Marka Identeco-Desegno estas gajninto de la Bronza A' Design Award, tre prestiĝa rekono donata al elstaraj dezajnoj distingitaj per kreemo, ingenieco kaj sagaco. La Bronzaj gajnintoj estas abunde lertaj kaj frape kreemaj artefaktoj, kiuj aŭtentikigas la vastan sperton, imagpovon kaj elturniĝemon de siaj dezajnistoj. Oni atendas, ke Dragon Alley Marka Identeco-Desegno estu tre estimata, admirata kaj ŝatata objekto, kiu estas rimarkinde profesia kaj nova. Ĉi tiu dezajno gajninta la Bronzan A' Design Award enkorpigas plej bonajn praktikojn en arto, scienco, dezajno kaj teknologio, kaj estas bonega pro sia atento al detaloj. Dragon Alley Marka Identeco-Desegno bonege kontentigas bezonojn, tuŝas dezirojn, ĉarmas sentojn kaj allogas scivolemon.

Behind the Design

Press Kit

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

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.
Dimensions & Packaging: 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
Tags: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Production 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.
Design 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.
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.
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.
Project Duration: 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.
Operation Flow: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Team Members: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Image Credits: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.