Dragon Alley Merkidentiteitsûntwerp troch Tian Liu and Jiayi Chen

Dragon Alley Merkidentiteitsûntwerp troch Tian Liu and Jiayi Chen is in heech wurdearre winner fan de tige prestizjeuze 2021 A' Design Award yn Brûns yn de kompetysje-kategory Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp.

BrûnsGrafysk· 2021

Dragon Alley Merkidentiteitsûntwerp

troch Tian Liu and Jiayi Chen

Klant: Evil Design Studio

A' Design Award yn Brûns Winner yn de kategory Grafysk

8,406

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #111593

Besykje Side Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Dragon Alley Merkidentiteitsûntwerp

Dragon Alley is in merkidentiteitsûntwerp makke foar in hot pot-restaurant en in oanslutende teekeamer. De identiteit is boud op it idee fan dualisme, ûntliend oan de Sineeske mytology. De restaurantidentiteit drukt frijlitting út troch in motyf fan tonderslach, in inketswarte eftergrûn en krêftige letterfoarmen. De identiteit fan de teekeamer drukt weromhâldenens út troch in motyf fan wolken dy't trochbrekke, in natuerlike papierkleur en sêftere foarmen. Gelidlike goudaksinten ferbine beide identiteiten mei-inoar. Tapassingen omfetsje fisitekaartsjes, menu's, posters, ferpakking en tafelark.

De Erkenning

Oer de A' Design Award yn Brûns

Dragon Alley Merkidentiteitsûntwerp is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan Dragon Alley Merkidentiteitsûntwerp wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. Dragon Alley Merkidentiteitsûntwerp foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: 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.
Ofmjittingen & Ferpakking: 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
Labels: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Produksjetechnology: 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.
Untwerpútdaging: 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.
Undersyk: 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.
Ynspiraasje: 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.
Projektdoer: 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.
Operaasjestreamferrin: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Teamleden: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Ofbyldingskrediten: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.