The Wild ʻo by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Hao in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

HaoKiʻi· 2020

The Wild ʻo

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award Hao Winner in Kiʻi Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About The Wild ʻo

He hōʻailona kēia no kahi ala hou, i kūkulu ʻia ma luna o ka puʻu ʻo Huangbai ma Hunan Province. ʻO ka pahuhopu o kēia pāhana e hoʻohui i nā kūlohelohe kuʻuna a Kina me ka maʻalahi o ke Komohana i loko o ka hoʻolālā ʻana. Ua kāʻili ka ʻenehana hoʻolālā i nā ʻano waiwai nui o nā holoholona a me nā mea kanu ma ka puʻu Huangbai a ua hoʻolālā i ka inoa kiʻiʻa maʻa me ka hoʻohana ʻana i nā ʻano pena kiʻi Kaina, ua hana ʻia ka hulu manuahi i hana ʻia. Hiki i kēia ʻano hana ke ʻano i nā ʻano holoholona a me nā mea kanu （i loaʻa i ka mauna) a hana like nā mea like a pau.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā The Wild ʻo i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā The Wild ʻo he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā The Wild ʻo no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

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