Morph Iten- en drankmerkidentiteit troch Mars Design Consultants

Morph Iten- en drankmerkidentiteit troch Mars Design Consultants is in heech wurdearre winner fan de tige prestizjeuze 2020 A' Design Award yn Brûns yn de kompetysje-kategory Grafyk, Yllustraasje en Fisuele Kommunikaasje Ûntwerp.

BrûnsGrafysk· 2020

Morph Iten- en drankmerkidentiteit

troch Mars Design Consultants

Klant: Mars Design Consultants

A' Design Award yn Brûns Winner yn de kategory Grafysk

12,400

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #98855

Besykje Side Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Morph Iten- en drankmerkidentiteit

Boektekst: Morph is in merkprogramma foar in dakterrasbar en restaurant yn Hangzhou, Sina. De identiteit is ynspireare op Liangzhu, in aloud Sineesk leafdesferhaal, en op de kleurige, glinsterjende wjukken fan de blauwe morphofline. It logo ferienet de wjukfoarmen fan it wyfke en it mantsje ta ien symboal. In donkerpears eftergrûn ropt in stjerrige nacht op, wylst de wjukken in oergong fan reinbôgekleuren sjen litte. In kaleidoskopysk flinterpatroan is it wichtichste grafyske elemint. It patroan wurdt tapast op it menu, it lusifersdoaske, bewegingsprojeksjes en in muorrekeunstbyldhouwurk.

De Erkenning

Oer de A' Design Award yn Brûns

Morph Iten- en drankmerkidentiteit 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 Morph Iten- en drankmerkidentiteit 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. Morph Iten- en drankmerkidentiteit 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: Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale.
Ofmjittingen & Ferpakking: Logo minimum size for the vertical logo width is 15mm
Menu design is (W)120mm x (H)300mm
Matchbox design is (W)60mm x (H)40mm x (D)20mm
Wall art sculpture is (W)2000mm x (H)1200mm
Labels: Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design
Produksjetechnology: The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design.
Untwerpútdaging: In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story.
Undersyk: A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience.
Immersing the soul into the Chinese culture, cuisine and studied the dining habits.
The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style.
Ynspiraasje: The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly.
Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph.
The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow.
Projektdoer: The project started in 2019 and this bar and restaurant is located in Hangzhou China.
Operaasjestreamferrin: The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers.
Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph.
Patinten: MARS
Teamleden: Angela Lu Zhang
Nico Xu YiFei
Ofbyldingskrediten: MARS