The Wild Tha Dearbh-Aithne Corporra by Chao Xu

The Wild Tha Dearbh-Aithne Corporra by Chao Xu 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

The Wild Tha Dearbh-Aithne Corporra

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

Duais Iarainn A' Design Award Winner in Grafaig Category

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Colors

The Design

About The Wild Tha Dearbh-Aithne Corporra

Is e seo dealbhadh branda airson ionad sòghalachd ùr, air a thogail air mullach beinn Huangbai ann an Roinn Hunan. Is e amas a ’phròiseict seo a bhith a’ cothlamadh bòidhchead traidiseanta Sìneach le sìmplidheachd an Iar ann an dealbhadh branndaidh. Thug an sgioba dealbhaidh a-mach feartan beairteach bheathaichean is phlanntaichean ann am beinn Huangbai agus dhealbhaich iad suaicheantas cumadh crann a ’cleachdadh dòigh peantaidh traidiseanta Sìneach, bha itean nan crann air a dhèanamh nas sìmplidh ann am pàtran dealbhaidh. Faodaidh am pàtran bunaiteach seo a bhith mar gach seòrsa beathach is lus （a tha ann sa bheinn), agus thug e air na h-eileamaidean dealbhaidh uile a bhith a ’coimhead co-sheirm.

The Recognition

About the Duais Iarainn A' Design Award

Tha The Wild Tha Dearbh-Aithne Corporra 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 The Wild Tha Dearbh-Aithne Corporra 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 The Wild Tha Dearbh-Aithne Corporra 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: This is a brand design for a new luxury resort, which is built on top of Huangbai mountain. We extracted the rich characteristics of animals and plants in that forest and used the feathers of cranes as a pattern. This basic pattern can form all kinds of animals and plants（which exist in the mountain), by applying same pattern through the entire design making this visual identity unified and harmonious.
Dimensions & Packaging: Business card: 90mm x 50mm
Letterhead: 297mm x 210mm
Greeting card: 148mm x 100mm
Tags: branding design, logo, Chinese style, hotel branding, simple
Production Technology: Using traditional Chinese painting:ink painting to create logo, which is a simple but artistic crane. the final products, e.g. business card, greeting card applied gold stamping on special paper, showing a tastefully low key luxury design.
Design Challenge: As the resort building was designed by architects from western country, whereas the site is in china, we need to combine traditional Chinese aesthetic with Western simplicity into branding design.
Research: Team members visited the site Huangbai mountain for three times, during the site visit, took large amount of site photos including unique plants and animals there. those elements finally be used in later stage design. Meanwhile, we did lots of background research on it culture and history aspects, in order to make the design more meaningful and powerful.
Inspiration: Design team applied traditional Chinese aesthetic feeling meanwhile kept its simplicity to the design. The reason to use the crane as a logo, is associated with the dream life that lots of people who choose to live in mountains desired: living idle lives like the cloud and wild crane, there is also a meaning of artistic conception. Designers got inspired by the rich characteristics of wild animals and plants in Huangbai mountain, therefore came up with different icons to represent wild animal and plants by using the same pattern element.
Project Duration: The project started in Jan 2019 in Hangzhou and finished in April 2019 in Hangzhou.
Team Members: Creative director:Chao Xu
Graphic design:Chao Xu