Disainilahendus Pure Green Visuaalne identiteet, autor Xinqi Liu

Disainilahendus Pure Green Visuaalne identiteet, mille autor on Xinqi Liu, on kõrgelt hinnatud 2020 auhinna Rauaauhind A' Design Award võitja konkursi kategoorias Graafika, illustratsiooni ja visuaalse kommunikatsiooni disain.

RaudGraafika· 2020

Pure Green Visuaalne identiteet

disainer: Xinqi Liu

Klient: MET Creative Brand

Auhind Rauaauhind A' Design Award kategoorias Graafika

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Värvid

Disain

Teosest Pure Green Visuaalne identiteet

Book Text: Pure Green on visuaalne identiteet Chongqingi hotpot-restorani brändile. Brändivärvina on kasutatud värske pipraga hotpot'i rohelist tooni, mis loob kontrasti kohalikul turul levinud punase värviga. Identiteedi keskseks sümboliks on tegelaskuju nimega Mobee. Mobee ühendab endas positiivse ringi ja negatiivse ristikujundi. Näojooni asendavad mahjongi kivid, väljendades iseseisvust, müstilisust ja elujõudu. Brändi sümboleid on rakendatud mitmesugustes vormides ja meediumides, eesmärgiga tuua bränd lähemale noortele tarbijatele.

Tunnustus

Auhinnast Rauaauhind A' Design Award

Pure Green Visuaalne identiteet on Rauaauhinna A' Design Award võitja, prestiižikas tunnustus, mis antakse headele disainidele, mis vastavad professionaalsetele ja tööstuslikele nõuetele, mida oodatakse hästi disainitud töödelt. Raudvõitjad näitavad oma loojate suurt oskust, kõrget spetsialiseerumist, asjatundlikku mõistmist ja loomingulist võimekust. Pure Green Visuaalne identiteet peaks olema kõrgelt hinnatud, imetletud ja armastatud looming, mis on praktiline ja uuenduslik. See Rauaauhinna A' Design Award võidudisain ühendab tööstuse parimaid tavasid ning tal on pädevad tehnilised omadused, mis on seotud oskusteabe ja andega. Pure Green Visuaalne identiteet on austatud oma põhjalikkuse eest ning on loodud pakkuma elukvaliteedi parandusi, mis aitavad teha maailma paremaks paigaks.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
Mõõtmed ja pakend: The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
Sildid: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
Tootmistehnoloogia: The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
Disainiülesanne: The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
Uurimistöö: In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
Inspiratsioon: The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
Projekti kestus: The project started in July 2019 in Chongqing and finished in December in Chongqing.
Tööprotsess: Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
Patendid: Copyrights belong to Xinqi Liu, 2019.
Meeskonnaliikmed: Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang
Piltide autorid: Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.