Pure Green Feart-obrach Bunaidh: Dearbh-aithne Lèirsinneach by Xinqi Liu

Pure Green Feart-obrach Bunaidh: Dearbh-aithne Lèirsinneach by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 Duais Iarainn A' Design Award in Dealbhadh Grafaigean, Dealbh-mhìneachaidh agus Conaltradh Lèirsinneach Competition Category.

IarannGrafaig· 2020

Pure Green Feart-obrach Bunaidh: Dearbh-aithne Lèirsinneach

by Xinqi Liu

Client: MET Creative Brand

Duais Iarainn A' Design Award Winner in Grafaig Category

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Colors

The Design

About Pure Green Feart-obrach Bunaidh: Dearbh-aithne Lèirsinneach

Teacsa an Leabhair: Is e Pure Green dearbh-aithne lèirsinneach airson brànd taigh-bìdh hotpot ann an Chongqing. Chithear dath uaine an hotpot pupair ùr air a chleachdadh mar dath a' bhràind, an aghaidh an dath dheirg a tha cumanta anns a' mhargaidh ionadail. Tha ìomhaigh caractair air a bheil Mobee na phrìomh shamhla don dearbh-aithne. Tha Mobee a' co-cheangal cearcall dearbhach agus eileamaid crois àicheil. Tha clàran mahjong a' dol an àite feartan aodainn gus neo-eisimeileachd, dìomhaireachd agus beòthalachd a chur an cèill. Thathar a' cur samhlaidhean a' bhràinn an sàs thar diofar chruthan is mheadhanan, leis an amas am brànd a thoirt nas fhaisge air luchd-cleachdaidh òga.

The Recognition

About the Duais Iarainn A' Design Award

Tha Pure Green Feart-obrach Bunaidh: Dearbh-aithne Lèirsinneach air Duais Iarainn A' Design Award a bhuannachadh, aithneachadh urramach a bheirear do dhealbhaidhean math a choinnicheas ris na riatanasan proifeiseanta is gnìomhachais a thathar a' sùileachadh bho chruthachaidhean a chaidh an dealbhadh gu math. Tha buannaichean Iarainn a' nochdadh sgil mhòr, speisealachadh àrd, tuigse eòlaiche agus comas cruthachail an luchd-cruthachaidh. Thathar an dùil gum bi Pure Green Feart-obrach Bunaidh: Dearbh-aithne Lèirsinneach na chruthachadh air a bheil mòran meas, ion-mholta agus gràdhach a tha practaigeach agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Iarainn A' Design Award a' cur nan cleachdaidhean as fheàrr sa ghnìomhachas còmhla agus tha feartan teignigeach comasach aige ceangailte ri eòlas-dèanamh agus tàlant. Tha meas air Pure Green Feart-obrach Bunaidh: Dearbh-aithne Lèirsinneach airson a dhùrachd agus chaidh a dhealbhadh gus leasachaidhean càileachd beatha a thoirt seachad a chuidicheas le bhith a' dèanamh an t-saoghail na àite nas fheàrr.

Behind the Design

Press Kit

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

Unique Properties: Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
Dimensions & Packaging: The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
Production Technology: The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
Design Challenge: The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
Research: In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
Inspiration: The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
Project Duration: The project started in July 2019 in Chongqing and finished in December in Chongqing.
Operation Flow: Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
Patents: Copyrights belong to Xinqi Liu, 2019.
Team Members: Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang
Image Credits: Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.