Avant Modern Cuisine זהות מותג by Jiawei Wu is a highly esteemed winner of the very prestigious 2022 פרס הארד של A' Design Award in עיצוב גרפיקה, איור ותקשורת חזותית Competition Category.
ארדגרפיקה· 2022
Avant Modern Cuisine זהות מותג
by Jiawei Wu
Client: Jiawei Wu Design
פרס הארד של A' Design Award Winner in גרפיקה Category
Verified Award Winner
Verify Award Status for #137847The Design
About Avant Modern Cuisine זהות מותג
Avant היא מסעדת אוכל משובח הממוקמת בסין. קונסאפט המיתוג מנצל את הניסיון של הבעלים מעבר לים כדי להעניק ללקוחות זיכרונות ייחודיים כאילו יצאו למסע. המיתוג מתחיל בתפריט שעוצב להידמות לדרכון. לאחר כל ארוחה, הלקוחות מקבלים כרטיס מותאם אישית שעוצב בהתאם להשראה הספציפית מאחורי כל מנה ולזיכרונות מהערים. חווית האוכל הזו הפכה לפופולרית במיוחד כאשר הנסיעות הופסקו עקב מגפת הקורונה.
The Recognition
About the פרס הארד של A' Design Award
העיצוב Avant Modern Cuisine זהות מותג זכה בפרס הארד של A' Design Award, הכרה יוקרתית מאוד הניתנת לעיצובים בולטים שמצטיינים ביצירתיות, בתושייה ובחוכמה. זוכי הארד הם חפצים מיומנים לרוב ויצירתיים באופן בולט שמעידים על הניסיון הרב, הדמיון והתבונה של מעצביהם. מהעיצוב Avant Modern Cuisine זהות מותג מצפים שיהיה חפץ מוערך מאוד, מוערץ ואהוב, מקצועי וחדשני בצורה בולטת. העיצוב הזה שזכה בפרס הארד של A' Design Award משלב את השיטות הטובות ביותר באמנות, במדע, בעיצוב ובטכנולוגיה, ומצוין בתשומת הלב שלו לפרטים. העיצוב Avant Modern Cuisine זהות מותג מספק להפליא צרכים, נוגע ברצונות, מקסים רגשות ומושך סקרנות.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
- Dimensions & Packaging
- The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
- Tags
- Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
- Production Technology
- All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
- Design Challenge
- A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
- Research
- The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
- Inspiration
- The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
- Project Duration
- The project started in July 2020 in China and finished in March 2021.
- Operation Flow
- Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
- Patents
- Copyright belong to Jiawei Wu,2022
- Team Members
- Jiawei Wu
- Image Credits
- Jiawei Wu_Designer
Guanzhong Qiu_Photographer
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