Serious Little Squid Hana Nui: Kiʻi Hōʻike Kūlana by Youjia Gu

Serious Little Squid Hana Nui: Kiʻi Hōʻike Kūlana by Youjia Gu is a highly esteemed winner of the very prestigious 2020 A' Design Award Keleawe in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

KeleaweKiʻi· 2020

Serious Little Squid Hana Nui: Kiʻi Hōʻike Kūlana

by Youjia Gu

Client: MET Creative Brand

A' Design Award Keleawe Winner in Kiʻi Category

9,186

Verified Award Winner

Verify Award Status for #100470

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Serious Little Squid Hana Nui: Kiʻi Hōʻike Kūlana

Kikokikona Puke: ʻO Serious Little Squid he kiʻi hōʻike kūlana i hana ʻia no kahi hōʻailona hale ʻaina. Ua kūkulu ʻia ka hōʻike kūlana ma luna o A Zheng, kahi ʻano squid e kū nei no nā limahana keʻena o ke kūlanakauhale. Hōʻike maopopo ʻia ke ʻano ma o nā mea kikoʻī e like me ka lāʻau ʻāʻī a me ka pale poʻo. Hahai ke ʻano kiʻi i nā kiʻiʻoniʻoni leo ʻole ʻeleʻele a keʻokeʻo, me ka hoʻohana ʻana i ka hoʻohenehene anu a me nā hiʻohiʻona comic maʻalahi. Hōʻike kekahi pōʻai kiʻi i kapa ʻia ʻo ka "inner theater" i ke ola o kēlā me kēia lā ma kahi kūlanakauhale nui. ʻO ka manaʻo nui, ʻo ia ke kūkulu ʻana i kahi leo hōʻailona maikaʻi a me kahi pilina kokoke me nā mea kūʻai ʻōpio.

The Recognition

About the A' Design Award Keleawe

Ua lanakila ka hoʻolālā Serious Little Squid Hana Nui: Kiʻi Hōʻike Kūlana i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Serious Little Squid Hana Nui: Kiʻi Hōʻike Kūlana he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Serious Little Squid Hana Nui: Kiʻi Hōʻike Kūlana i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.

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.