Serious Little Squid Prìomh Fheise: Dearbh-Aithne Lèirsinneach by Youjia Gu

Serious Little Squid Prìomh Fheise: Dearbh-Aithne Lèirsinneach by Youjia Gu is a highly esteemed winner of the very prestigious 2020 Duais Umha A' Design Award in Dealbhadh Grafaigean, Dealbh-mhìneachaidh agus Conaltradh Lèirsinneach Competition Category.

UmhaGrafaig· 2020

Serious Little Squid Prìomh Fheise: Dearbh-Aithne Lèirsinneach

by Youjia Gu

Client: MET Creative Brand

Duais Umha A' Design Award Winner in Grafaig Category

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Colors

The Design

About Serious Little Squid Prìomh Fheise: Dearbh-Aithne Lèirsinneach

Teacsa Leabhair: Is e Serious Little Squid dearbh-aithne lèirsinneach a chaidh a chruthachadh airson branda taigh-bìdh. Tha an dearbh-aithne air a thogail timcheall air A Zheng, caractar sglodag a tha a' riochdachadh luchd-obrach oifis bailteil. Tha mion-fhiosrachadh leithid taidh-amhaich agus stiom-cinn a' dèanamh a' charactair furasta ri aithneachadh. Tha an stoidhle grafaigeach a' leantainn fhilmichean dubh is geal balbh, a' cleachdadh àbhachdas fuar agus sealladairean comaigeach sìmplidh. Tha sreath dhealbhan-sgeadachaidh air an robh "an taigh-cluiche a-staigh" a' taisbeanadh beatha làitheil ann am baile mòr. Is e an rùn brand-thòna dhearbhach a thogail agus ceangal dlùth a chruthachadh le luchd-cleachdaidh òga.

The Recognition

About the Duais Umha A' Design Award

Tha Serious Little Squid Prìomh Fheise: Dearbh-Aithne Lèirsinneach air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Serious Little Squid Prìomh Fheise: Dearbh-Aithne Lèirsinneach na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Serious Little Squid Prìomh Fheise: Dearbh-Aithne Lèirsinneach a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

Behind the Design

Press Kit

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

Unique Properties: In this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
Dimensions & Packaging: The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
Production Technology: Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
Design Challenge: Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
Research: Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
Inspiration: With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
Project Duration: The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
Operation Flow: In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
Patents: Copyrights belong to Youjia Gu, 2019.
Team Members: Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.