Jie Yi Couture Kev Tsim Cim Lag Luam los ntawm Yiwen Tu

Qhov qauv tsim Jie Yi Couture Kev Tsim Cim Lag Luam los ntawm Yiwen Tu yog tus yeej muaj nqis heev ntawm qhov khoom plig 2021 A' Design Award Hlau hauv Pawg Sib Tw Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom.

HlauDuab Kos· 2021

Jie Yi Couture Kev Tsim Cim Lag Luam

los ntawm Yiwen Tu

Tus Neeg Siv: Jie Yi Couture Studio

Tus Yeej A' Design Award Hlau hauv Pawg Duab Kos

9,986

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #109125

Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Jie Yi Couture Kev Tsim Cim Lag Luam

Jie Yi Couture yog ib qho kev tsim cim lag luam (brand identity) tsim los rau ib lub studio couture nyob hauv Shanghai. Lo lus Suav "Jie" txhais tau tias daws teeb meem thiab rhuav tshem, thaum "Yi" txhais tau tias ib, sib koom ua ke thiab sib xws. Lub logo yog tsim los ntawm cov ntawv Suav (Chinese typography), thiab ib feem ntawm cov ntawv raug hloov ua cov cim ntawv sawv cev rau ib tug mannequin thiab rab txiab. Cov duab kos qauv tsom xam (pattern-making sketches) ua tus ntsiab lus qhia pom tseem ceeb, thiab cov kab, kab nkhaus, thiab cov ntawv sau me me tsim tau ib tug qauv (pattern) uas muaj ntau tsis meej ntxaws. Lub cim no raug siv rau lub thawv pob khoom uas muaj ntau qhov loj me sib txawv. Tus qauv tsim khoom qhia txog kev ua haujlwm tshwj xeeb thiab kev pab pua khaub ncaws tsim tshwj xeeb ib nrab (semi-custom tailoring service).

Qhov Lees Paub

Txog A' Design Award Hlau

Jie Yi Couture Kev Tsim Cim Lag Luam 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. Jie Yi Couture Kev Tsim Cim Lag Luam 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. Jie Yi Couture Kev Tsim Cim Lag Luam 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.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency.
Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux
Qhov Loj & Ntim: The packaging shown is offered in a variety of sizes and iterations based on the product.
Cov Ntsiab Lus: Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
Thev Naus Laus Zis Tsim Khoom: Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
Kev Sib Tw Tsim Qauv: The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
Kev Tshawb Fawb: To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
Kev Txhawb Siab: Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
Lub Sij Hawm Ua Hauj Lwm: The project started in August 2018 in Shanghai and finished in January 2020 in New York.
Txheej Txheem Ua Hauj Lwm: Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo.
As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element.
Cov Tswv Cuab Pab: Independent
Kev Qhuas Duab: Yiwen Tu, 2020