Lord Qu Visuaalne identiteet by Siyu Xu is a highly esteemed winner of the very prestigious 2020 Pronksauhind A' Design Award in Graafika, illustratsiooni ja visuaalse kommunikatsiooni disain Competition Category.

PronksGraafika· 2020

Lord Qu Visuaalne identiteet

by Siyu Xu

Client: MET Creative Brand

Pronksauhind A' Design Award Winner in Graafika Category

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Verified Award Winner

Verify Award Status for #100477

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Colors

The Design

About Lord Qu Visuaalne identiteet

Lord Qu on visuaalne identiteet, mis on loodud suupistebrändile Hiinas Quzhou linnas. Identiteet esitab traditsioonilist Hiina toidukultuuri kaasaegsel viisil nooremale tarbijaskonnale. Keskseks sümboliks on Konfutsiusel põhinev tegelaskuju, kelle juuksesõlm on kujundatud auruga küpsetatud saiakese kujuliseks. Joonistuslikud koomiksistiilis pildid seovad tegelaskuju ajalooliste motiividega, nagu lendav lohe, Konfutsiuse tempel ja õnnetoovad pilved. Seasnina sümbolit kasutatakse aurutites, lauanõudes, lampides ja toolide seljatugedes restorani ruumis.

The Recognition

About the Pronksauhind A' Design Award

Lord Qu Visuaalne identiteet on Pronksauhinna A' Design Award võitja, väga prestiižikas tunnustus, mis antakse silmapaistvatele disainidele, mida iseloomustavad loovus, leidlikkus ja teravmeelsus. Pronksvõitjad on küllaldaselt osavad ja tabavalt loovad teosed, mis kinnitavad oma disainerite laia kogemust, kujutlusvõimet ja leidlikkust. Lord Qu Visuaalne identiteet peaks olema kõrgelt hinnatud, imetletud ja armastatud objekt, mis on märkimisväärselt professionaalne ja uuenduslik. See Pronksauhinna A' Design Award võidudisain ühendab parimaid tavasid kunstis, teaduses, disainis ja tehnoloogias ning on suurepärane oma detailidele pööratud tähelepanu poolest. Lord Qu Visuaalne identiteet rahuldab suurepäraselt vajadusi, puudutab soove, võlub tundeid ja pakub huvi uudishimule.

Behind the Design

Press Kit

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

Unique Properties: Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.
Dimensions & Packaging: In the application of props, the designers make full use of the pig nose visual hammer, develop the steamer of Lord Qu exclusive pig nose on the tableware, the pig nose lamp and backrest seat in the space, make a deep strong link between the product and the brand, and carry out the exclusive brand design.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
Production Technology: The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.
Design Challenge: How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.
Research: As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.
Inspiration: Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.
Project Duration: The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
Operation Flow: The designers create a story for IP, personify the ingredients in the main products.
Patents: Copyrights belong to Siyu Xu, 2018.
Team Members: Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang
Image Credits: Image #1: Photographer MET Creative Brand, Lord Qu, 2018.
Image #2: Photographer MET Creative Brand, Lord Qu, 2018.
Image #3: Photographer MET Creative Brand, Lord Qu, 2018.
Image #4: Photographer MET Creative Brand, Lord Qu, 2018.
Image #5: Photographer MET Creative Brand, Lord Qu, 2018.