Lord Qu Aitheantas Amhairc by Siyu Xu is a highly esteemed winner of the very prestigious 2020 Duais Cré-umha A' Design Award in Dearadh Grafach Competition Category.

Cré-umhaGrafaic· 2020

Lord Qu Aitheantas Amhairc

by Siyu Xu

Client: MET Creative Brand

Duais Cré-umha A' Design Award Winner in Grafaic Category

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Verified Award Winner

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Colors

The Design

About Lord Qu Aitheantas Amhairc

Is aitheantas amhairc é Lord Qu a cruthaíodh do bhranda sneaic i Quzhou, an tSín. Cuireann an t-aitheantas cultúr traidisiúnta bia na Síne i láthair ar bhealach nua-aimseartha do thomhaltóirí níos óige. Is é an tsiombail lárnach carachtar atá bunaithe ar Confucius, agus tá cocán gruaige an charachtair cruthaithe i gcruth borróg ghalaithe. Ceanglaíonn líníochtaí cartúin líneacha an carachtar le móitífeanna stairiúla ar nós an dragan eitilte, Teampall Confucius agus scamaill rathúla. Cuirtear siombail smaoise muice i bhfeidhm ar ghaltáin, ar shoithí boird, ar lampaí agus ar chúlraí suíochán i spás an bhialainn.

The Recognition

About the Duais Cré-umha A' Design Award

Bhuaigh an dearadh Lord Qu Aitheantas Amhairc Duais Cré-umha A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí sármhaithe a mbíonn cruthaitheacht, aireagacht agus géarchúis mar shaintréithe acu. Is déantúsáin ghlic agus chruthaitheacha go suntasach iad buaiteoirí Cré-umha a dhearbhaíonn taithí fhairsing, samhlaíocht agus acmhainneacht a ndearthóirí. Táthar ag súil go mbeidh an dearadh Lord Qu Aitheantas Amhairc ina rud a bhfuil an-mheas air, a n-ardaítear agus a ghráitear, atá thar a bheith gairmiúil agus nuálach. Ionchorpraíonn an dearadh seo a bhuaigh Duais Cré-umha A' Design Award na cleachtais is fearr san ealaín, san eolaíocht, sa dearadh agus sa teicneolaíocht, agus tá sé sármhaith as a aird ar mhionsonraí. Sásaíonn an dearadh Lord Qu Aitheantas Amhairc riachtanais go hálainn, bainíonn sé le mianta, cuireann sé draíocht ar mhothúcháin agus tarraingíonn sé fiosracht.

Behind the Design

Press Kit

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

Unique Properties: Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.
Dimensions & Packaging: In the application of props, the designers make full use of the pig nose visual hammer, develop the steamer of Lord Qu exclusive pig nose on the tableware, the pig nose lamp and backrest seat in the space, make a deep strong link between the product and the brand, and carry out the exclusive brand design.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
Production Technology: The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.
Design Challenge: How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.
Research: As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.
Inspiration: Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.
Project Duration: The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
Operation Flow: The designers create a story for IP, personify the ingredients in the main products.
Patents: Copyrights belong to Siyu Xu, 2018.
Team Members: Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang
Image Credits: Image #1: Photographer MET Creative Brand, Lord Qu, 2018.
Image #2: Photographer MET Creative Brand, Lord Qu, 2018.
Image #3: Photographer MET Creative Brand, Lord Qu, 2018.
Image #4: Photographer MET Creative Brand, Lord Qu, 2018.
Image #5: Photographer MET Creative Brand, Lord Qu, 2018.