Morph Feart Bunaidh: Branda Bìdh is Dibhe by Mars Design Consultants

Morph Feart Bunaidh: Branda Bìdh is Dibhe by Mars Design Consultants 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

Morph Feart Bunaidh: Branda Bìdh is Dibhe

by Mars Design Consultants

Client: Mars Design Consultants

Duais Umha A' Design Award Winner in Grafaig Category

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Colors

The Design

About Morph Feart Bunaidh: Branda Bìdh is Dibhe

Is e Morph prògram branda airson bàr agus taigh-bìdh air mullach togalaich ann an Hangzhou, Sìona. Tha an dearbh-aithne a' tarraing air Liangzhu, seann sgeulachd ghaoil Shìneach, agus air sgiathan drithleannach dhealrach an dealan-dè ghorm morpho. Tha an suaicheantas a' ceangal cruthan sgiathan an dealan-dè bhoireann agus fhirinn ann an aon shamhla. Tha cùl-raon dorcha purpaidh a' cur an cèill oidhche reultach, fhad 's a tha na sgiathan a' sealltainn eadar-theangachadh dhathan bogha-frois. 'S e am prìomh eileamaid ghrafaigeach pàtran dealan-dè coltach ri caleidoscop. Thathas a' cur a' phàtrain an sàs air a' chlàr-bìdh, air a' bhogsa mhaidsean, air togailean gluasaid agus air ealain-bhalla shnaidhte.

The Recognition

About the Duais Umha A' Design Award

Tha Morph Feart Bunaidh: Branda Bìdh is Dibhe 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 Morph Feart Bunaidh: Branda Bìdh is Dibhe 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 Morph Feart Bunaidh: Branda Bìdh is Dibhe 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: 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.
Dimensions & Packaging: 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
Tags: Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: The project started in 2019 and this bar and restaurant is located in Hangzhou China.
Operation Flow: 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.
Patents: MARS
Team Members: Angela Lu Zhang
Nico Xu YiFei
Image Credits: MARS