Gan Song Kev Tsim Duab Lag Luam (Brand Visual Identity) by Biwei Zhu 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

Gan Song Kev Tsim Duab Lag Luam (Brand Visual Identity)

by Biwei Zhu

Client: Gan Song

A' Design Award Tooj Winner in Duab Kos Category

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Verified Award Winner

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Colors

The Design

About Gan Song Kev Tsim Duab Lag Luam (Brand Visual Identity)

Gan Song yog ib qho kev tsim duab lag luam (brand visual identity) uas tsim los rau ib lub khw lag luam tshwj xeeb hauv thaj chaw Mayang, Suav teb. Qhov kev tsim khoom no tau txais kev cim los ntawm thaj chaw av teb thiab kab lis kev cai Miao (Hmoob). Cov kab me me uas muaj qhov tuab txawv txawv tsim ua tej lub roob thiab tus dej Jinjiang. Ib tug ntxhais luag ntxhi hnav khaub ncaws Miao (Hmoob) sawv cev rau kev sau qoob loo thiab kev cia siab. Qhov kev tsim duab no siv rau ntawm cov ntawv tshaj tawm, npav, tsev ntawv, thoob khoom thiab kev tshaj tawm sab nraud, siv txoj kev luam duab nyiaj kub (foil printing), kos ua pob (embossing), txiav nrog lej (laser cutting) thiab pleev kub (gilding). Tag nrho cov qauv duab yog vector, yog li qhov kev tsim duab no luam tau rau txhua qhov loj me raws li xav tau.

The Recognition

About the A' Design Award Tooj

Gan Song Kev Tsim Duab Lag Luam (Brand Visual Identity) 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. Gan Song Kev Tsim Duab Lag Luam (Brand Visual Identity) 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. Gan Song Kev Tsim Duab Lag Luam (Brand Visual Identity) 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: The visual image of Gansong brand is designed based on the cultural characteristics and image of Mayang area.The conception of Gansong brand culture originates from the scenery of Mayang area and the figure image of Miao girls. In Mayang, there is a river called Jinjiang River, with clear water and green mountains on both sides. The combination of mountains and water gives birth to the most wonderful landscape of nature. This soil and water is rich in selenium based mineral elements, which is not only beneficial to health, but also makes the long-term fruit fragrance along the Jinjiang River. Therefore, this river is also known as the mother river, and this area is also known as the hometown of longevity. The main vision of Gansong's brand image is to depict the mountain and river of Mayang with the original shape of Jinjiang River and the line arrangement, and to show the harvest and hope with the smiling image of a girl with Miao characteristics. We can better promote the sales of commercial mode and promote local national culture through specialty brands.
Dimensions & Packaging: This visual image design is suitable for all sizes of printed products, such as cards, brochures, envelopes, packaging and advertisements, while accurately conveying the brand vision. All patterns are vectorized, and the colors have been calculated for an identical yield for diffirent print with the different variations.
Tags: GanSong, Brand, Visual Design, Graphic Design, Culture, Illustrator
Production Technology: The whole set of visual image is applied to brochures, cards, envelopes, packages, outdoor advertisements, etc. Foil and embossing printing, laser cutting, gilding and so on are used in the process.
Design Challenge: The main challenge is to design an accurate and reasonable visual image to reflect the core concept of local culture. The image of mountain and water seems simple, but in fact, it contains rich changes in lines. These textures are unified in the dark tone and have the effect of concave and convex through the processing of embossing printing. At the same time, the design of all these images is vectorization, which is convenient for processing and making in various situations.
Research: The difference between the created brand and other brands is that the product is packaged on the basis of regional culture as a visual creation, which makes the product more humanistic. We believe it is more suitable for the market.
Inspiration: Gansong brand is a specialty brand of Mayang. Its visual image design is inspired by the geomorphic characteristics and Miao culture of Mayang area in China. We use fine and varied lines to combine the ups and downs of mountains to capture the characteristics of selenium rich regions, and describe the local cultural spirit promoted by the image of Miao girls. "Gan song" literally means praising landscape and life.
Project Duration: The project started and finished in 2019 in Changsha City,China
Operation Flow: The visual image of Gansong brand is based on the regional culture of Mayang. This set of visual images has been applied to brochures, packaging, advertisements, card postcards, etc. Early concept is the focus of the project, because it is necessary to properly express the image of the region. We hope to promote the local culture through the design with human feelings, and to a certain extent, to promote the local commercial operation.
Patents: Copyrights belong to Wilbur Studio/Gan Song, 2019.
Team Members: Design Director：Biwei Zhu
Executive director:Xiang Liu
Illustrator：Xiujuan Tan
Copywriter：Wei Liu
Support company：Han brand.
Image Credits: Wilbur Studio