Ferro Gráfico · 2021
Jie Yi Couture Identidade de Marca
by Yiwen Tu
- A' Design Award de Ferro 2021 in Gráfico
- CLIENT: Jie Yi Couture Studio
- Estimated Number of Design Views: 9,548
- Verification code 92C9A30122 · Verify this award
Colors
About Jie Yi Couture Identidade de Marca
Jie Yi Couture é unha identidade de marca creada para un estudio de alta costura en Shanghai. O carácter chinés Jie significa resolver e deconstruír, mentres que Yi significa un, unidade e coherencia. O logotipo está construído con tipografía chinesa, e partes dos caracteres son substituídas por símbolos dun maniquí e unhas tesoiras. Os bosquexos de patronaxe forman o elemento visual principal, e as súas liñas, curvas e anotacións crean un patrón detallado. A identidade aplícase a embalaxes ofrecidas en varios tamaños. O deseño transmite artesanía e un servizo de alfaiatería semi-personalizado.
About the A' Design Award de Ferro
Jie Yi Couture Identidade de Marca gañou o A' Design Award de Ferro, un recoñecemento prestixioso outorgado a bos deseños que cumpren os requisitos profesionais e industriais esperados de creacións ben deseñadas. Os gañadores Ferro demostran a gran habilidade, a alta especialización, a comprensión experta e a capacidade creativa dos seus creadores. Espérase que Jie Yi Couture Identidade de Marca sexa unha creación moi apreciada, admirada e querida que é práctica e innovadora. Este deseño gañador do A' Design Award de Ferro integra as mellores prácticas do sector e ten características técnicas competentes ligadas ao saber facer e ao talento. Jie Yi Couture Identidade de Marca é respectado pola súa minuciosidade e está deseñado para proporcionar melloras na calidade de vida que axudan a facer do mundo un lugar mellor.
Press Kit
- Unique Properties
- Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency.
Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux - Dimensions & Packaging
- The packaging shown is offered in a variety of sizes and iterations based on the product.
- Tags
- Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
- Production Technology
- Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
- Design Challenge
- The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
- Research
- To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
- Inspiration
- Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
- Project Duration
- The project started in August 2018 in Shanghai and finished in January 2020 in New York.
- Operation Flow
- Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo.
As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element. - Image Credits
- Yiwen Tu, 2020
