Serious Little Squid Kev Ua Haujlwm Tseem Ceeb: Yam Ntxoov Ntxoo Pom Tseeb by Youjia Gu is a highly esteemed winner of the very prestigious 2020 A' Design Award Tooj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.
ToojDuab Kos· 2020
Serious Little Squid Kev Ua Haujlwm Tseem Ceeb: Yam Ntxoov Ntxoo Pom Tseeb
by Youjia Gu
Client: MET Creative Brand
A' Design Award Tooj Winner in Duab Kos Category
Verified Award Winner
Verify Award Status for #100470The Design
About Serious Little Squid Kev Ua Haujlwm Tseem Ceeb: Yam Ntxoov Ntxoo Pom Tseeb
Ntawv Phau Ntawv: Serious Little Squid yog ib qho yam ntxoov ntxoo pom tseeb tsim los rau lub npe hauj lwm noj mov. Qhov yam ntxoov ntxoo no tsim los ntawm A Zheng, ib tug cim squid uas sawv cev rau cov neeg ua haujlwm hauv chaw ua haujlwm nroog. Cov ntsiab lus zoo li tej txoj hlua qhwv caj dab thiab daim ntaub qhwv taubhau ua rau tus cim no yooj yim paub tseeb. Tus qauv duab ua raws li cov yeeb yaj kiab tsis muaj suab dub thiab dawb yav thaum ub, siv txoj kev txaus luag txias thiab cov duab dab neeg yooj yim. Ib pawg duab kos hu ua "inner theater" (lub tsev yeeb yaj kiab hauv siab) qhia txog lub neej niaj hnub hauv ib lub nroog loj. Lub hom phiaj yog los tsim ib qho lub npe hauj lwm zoo thiab txhawb kev sib raug zoo nrog cov neeg noj qab haus huv hluas.
The Recognition
About the A' Design Award Tooj
Serious Little Squid Kev Ua Haujlwm Tseem Ceeb: Yam Ntxoov Ntxoo Pom Tseeb yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Serious Little Squid Kev Ua Haujlwm Tseem Ceeb: Yam Ntxoov Ntxoo Pom Tseeb xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Serious Little Squid Kev Ua Haujlwm Tseem Ceeb: Yam Ntxoov Ntxoo Pom Tseeb ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.
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.
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