The Wild Tus Kheej Lub Tuam Txhab by Chao Xu

The Wild Tus Kheej Lub Tuam Txhab by Chao Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award Hlau in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

HlauDuab Kos· 2020

The Wild Tus Kheej Lub Tuam Txhab

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

A' Design Award Hlau Winner in Duab Kos 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 Tus Kheej Lub Tuam Txhab

Nov yog hom qauv rau ntawm cov khoom kim heev tshiab, tsim rau saum toj roob Huangbai hauv xeev Hunan. Lub hom phiaj ntawm qhov dej num no yog qhov muab tso ua kev zoo nkauj rau suav nrog Western kev yooj yim rau kev tsim qauv. Pab pawg tsim qauv tau coj cov cwj pwm ntawm cov tsiaj thiab nroj tsuag nyob rau hauv roob Huangbai thiab tau tsim lub crane duab lub cim siv cov txheej txheem txheej txheem Suav tsoos, cov plaub ntawm cranes tau yooj yim rau hauv tus qauv tsim. Tus qauv yooj yim no tuaj yeem tsim txhua hom tsiaj thiab nroj tsuag （uas muaj nyob hauv lub roob), thiab ua rau txhua tus qauv tsim zoo ib yam.

The Recognition

About the A' Design Award Hlau

The Wild Tus Kheej Lub Tuam Txhab yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. The Wild Tus Kheej Lub Tuam Txhab xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. The Wild Tus Kheej Lub Tuam Txhab tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

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