Jie Yi Couture Identité de marque by Yiwen Tu

Jie Yi Couture Identité de marque by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 A' Design Award de Fer in Design Graphique Competition Category.

FerGraphisme· 2021

Jie Yi Couture Identité de marque

by Yiwen Tu

Client: Jie Yi Couture Studio

A' Design Award de Fer Winner in Graphisme Category

9,548

Verified Award Winner

Verify Award Status for #109125

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jie Yi Couture Identité de marque

Jie Yi Couture est une identité de marque créée pour un atelier de haute couture à Shanghai. Le caractère chinois Jie signifie résoudre et déconstruire, tandis que Yi signifie un, l'unité et la cohérence. Le logo est construit à partir de la typographie chinoise, et certaines parties des caractères sont remplacées par les symboles d'un mannequin de couture et d'une paire de ciseaux. Les croquis de patronage constituent l'élément visuel principal : leurs lignes, leurs courbes et leurs annotations composent un motif riche en détails. L'identité est déclinée sur des emballages proposés en plusieurs formats. Le design traduit le savoir-faire artisanal et un service de couture semi-sur-mesure.

The Recognition

About the A' Design Award de Fer

Jie Yi Couture Identité de marque est lauréat de l'A' Design Award de Fer, une reconnaissance prestigieuse décernée à de bons designs qui répondent aux exigences professionnelles et industrielles attendues de créations bien conçues. Les lauréats Fer démontrent la grande compétence, la haute spécialisation, la compréhension experte et la capacité créative de leurs créateurs. Jie Yi Couture Identité de marque est censé être une création très estimée, admirée et chérie, pratique et innovante. Ce design lauréat de l'A' Design Award de Fer intègre les meilleures pratiques de l'industrie et présente des caractéristiques techniques compétentes associées à un savoir-faire et à du talent. Jie Yi Couture Identité de marque est respecté pour sa rigueur et est conçu pour apporter des améliorations de la qualité de vie qui contribuent à faire du monde un monde meilleur.

Behind the Design

Press Kit

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

Unique Properties: Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency.
Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux
Dimensions & Packaging: The packaging shown is offered in a variety of sizes and iterations based on the product.
Tags: Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
Production Technology: Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
Design Challenge: The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
Research: To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
Inspiration: Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
Project Duration: The project started in August 2018 in Shanghai and finished in January 2020 in New York.
Operation Flow: Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo.
As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element.
Team Members: Independent
Image Credits: Yiwen Tu, 2020