ZhenYue Logo et identité de marque by Guangzhou Cheung Ying Design Co. Ltd. is a highly esteemed winner of the very prestigious 2022 A' Design Award de Bronze in Design Graphique Competition Category.

BronzeGraphisme· 2022

ZhenYue Logo et identité de marque

by Guangzhou Cheung Ying Design Co. Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award de Bronze Winner in Graphisme Category

13,327

Verified Award Winner

Verify Award Status for #137424

View at A' Design Award Press Release Award Badge

Colors

The Design

About ZhenYue Logo et identité de marque

ZhenYue est un logo et une identité de marque conçus pour un détaillant de produits alimentaires séchés. Le logo associe la forme d'un tamis de séchage traditionnel en bambou à un motif tressé. Les lettres du nom de la marque s'entrelacent et se relient, si bien que leur agencement évoque des aliments séchés rassemblés dans un tamis. L'orange a été retenu comme couleur de marque afin d'exprimer l'artisanat traditionnel et la chaleur. L'identité est réalisée en format vectoriel et déclinée sur les emballages de vente, les points de vente, les boutiques en ligne et les supports publicitaires. La dorure à chaud et la sérigraphie sont employées sur les imprimés.

The Recognition

About the A' Design Award de Bronze

ZhenYue Logo et identité de marque est lauréat de l'A' Design Award de Bronze, une reconnaissance hautement prestigieuse décernée à des designs remarquables qui se distinguent par leur créativité, leur ingéniosité et leur sagacité. Les lauréats Bronze sont des artefacts amplement habiles et d'une créativité frappante, qui authentifient la vaste expérience, l'imagination et l'ingéniosité de leurs concepteurs. ZhenYue Logo et identité de marque est censé être un objet très estimé, admiré et chéri, remarquablement professionnel et innovant. Ce design lauréat de l'A' Design Award de Bronze intègre les meilleures pratiques de l'art, de la science, du design et de la technologie, et est excellent par son souci du détail. ZhenYue Logo et identité de marque satisfait admirablement les besoins, touche les désirs, charme les sentiments et attire la curiosité.

Behind the Design

Press Kit

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

Unique Properties: ZhenYue is a dried foods retailer with the aim of restore the essence of food. In order to better empower the new consumption experience of the company and strengthen the stickiness between consumers and the brand, the new brand standard color selects orange, which is conveys the traditional craftsmanship and enthusiastic visual language of the product. Through the visual combination of the new logo and extended graphics, the overall vision brings a strong penetrating power, which is unified and stylish, and further enhances consumer confidence.
Dimensions & Packaging: The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
Tags: Logo, Branding, Packaging, Visual Identity, Graphic Design
Production Technology: Logo and graphics are adapted in many scenes, such as business card, badge, notebook, gift package, canvas bag, etc. The process involves foil gold, screen printing.
Design Challenge: The difficulty of the work is that the brand has a wide range of dried foods products, and hundreds of products with design issues such as blurred labels, inconsistent packaging, and visual inconsistency in the overall image. Therefore, the new image upgrade design must be flexible enough to support different audiences and category diversity.
Research: In-depth research was conducted on the production process of traditional dried foods. In addition, the understanding and needs of dried foods in the daily life of the city and its people were analyzed. All this makes us clear the direction of brand upgrade. It redefines the essence of the brand, its differentiated attributes, values, the personality archetype of the brand and its main purpose. A design system that simultaneously displays the overall image of the brand and the unique attributes of the product is constructed.
Inspiration: As one of the characteristic traditional crafts in China, the most significant feature of dried foods is that it is dehydrated by slow drying in the sun. Therefore, in the design of the new brand logo, the traditional bamboo sieve drying form and the weaving process are combined, and the brand name letters "z, h, e, n, y, u, e " are interspersed and linked to each other, so that the arrangement form of each letter makes it look like the collection of different dried foods in the bamboo sifter, which interprets the connotation of the brand name of " ZhenYue ", and brings out the beautiful meaning of " ZhenYue Selection, High-quality Gathering" as a whole.
Project Duration: The project started in June 2020 in Guangzhou and finished in September 2021 in Guangzhou.
Operation Flow: The new brand identity is designed for product retail packaging, sales outlets, online stores and advertising.
Team Members: Creative Director: Zhiji Dong
Designer: Lu Gu
Image Credits: Guangzhou Cheung Ying Design Co., Ltd..