Dragon Alley طراحی هویت برند by Tian Liu and Jiayi Chen

Dragon Alley طراحی هویت برند by Tian Liu and Jiayi Chen is a highly esteemed winner of the very prestigious 2021 جایزه برنزی A' Design Award in طراحی گرافیک، تصویرسازی و ارتباطات بصری Competition Category.

برنزگرافیک· 2021

Dragon Alley طراحی هویت برند

by Tian Liu and Jiayi Chen

Client: Evil Design Studio

جایزه برنزی A' Design Award Winner in گرافیک Category

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Verified Award Winner

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Colors

The Design

About Dragon Alley طراحی هویت برند

کوچه اژدها یک طراحی هویت برند است که برای یک رستوران هات‌پات و یک چای‌خانه مجاور آن خلق شده است. این هویت بر پایه ایده دوگانگی برگرفته از اساطیر چینی بنا شده است. هویت رستوران، رهایی را از طریق موتیفی از ترک رعد و برق، پس‌زمینه‌ای مشکی‌رنگ و اشکال حروف پرقدرت بیان می‌کند. هویت چای‌خانه، خویشتن‌داری را از طریق موتیفی از شکافتن ابرها، رنگی طبیعی شبیه به کاغذ و اشکالی ملایم‌تر به نمایش می‌گذارد. لهجه‌های طلایی تدریجی، هر دو هویت را به هم پیوند می‌دهند. کاربردهای این طراحی شامل کارت ویزیت، منو، پوستر، بسته‌بندی و ظروف سفره است.

The Recognition

About the جایزه برنزی A' Design Award

Dragon Alley طراحی هویت برند برنده جایزه برنزی A' Design Award است، شناختی بسیار معتبر که به طراحی‌های برجسته‌ای اعطا می‌شود که با خلاقیت، نبوغ و زیرکی متمایز می‌شوند. برندگان برنز مصنوعاتی بسیار ماهرانه و چشمگیر خلاق‌اند که تجربه گسترده، تخیل و ابتکار طراحان خود را تأیید می‌کنند. از Dragon Alley طراحی هویت برند انتظار می‌رود شیئی بسیار ارجمند، ستوده و دوست‌داشتنی باشد که به‌طور چشمگیری حرفه‌ای و نوآورانه است. این طراحی برنده جایزه برنزی A' Design Award بهترین رویه‌ها را در هنر، علم، طراحی و فناوری در خود جمع می‌کند و به سبب توجه به جزئیات برجسته است. Dragon Alley طراحی هویت برند نیازها را زیبا برآورده می‌کند، به خواسته‌ها دست می‌زند، احساسات را مجذوب می‌سازد و کنجکاوی را برمی‌انگیزد.

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.