Morph Brendiranje hrane i pića by Mars Design Consultants

Morph Brendiranje hrane i pića by Mars Design Consultants is a highly esteemed winner of the very prestigious 2020 Brončana nagrada A' Design Award in Dizajn Grafike, Ilustracije i Vizualne Komunikacije Competition Category.

BroncaGrafika· 2020

Morph Brendiranje hrane i pića

by Mars Design Consultants

Client: Mars Design Consultants

Brončana nagrada A' Design Award Winner in Grafika Category

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Verified Award Winner

Verify Award Status for #98855

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Morph Brendiranje hrane i pića

Morph je program brendiranja za bar i restoran na krovu u Hangzhouu, Kina. Identitet se oslanja na Liangzhu, drevnu kinesku ljubavnu priču, te na iridescentna krila leptira plavog morfa. Logotip spaja oblike krila ženke i mužjaka leptira u jedan simbol. Tamnoljubičasta pozadina dočarava zvjezdanu noć, dok krila prikazuju prijelaz duginih boja. Uzorak leptira nalik kaleidoskopu glavni je grafički element. Uzorak je primijenjen na jelovnik, kutiju za šibice, projekcije u pokretu i zidnu umjetničku skulpturu.

The Recognition

About the Brončana nagrada A' Design Award

Morph Brendiranje hrane i pića je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da Morph Brendiranje hrane i pića bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, znanosti, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. Morph Brendiranje hrane i pića sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale.
Dimensions & Packaging: Logo minimum size for the vertical logo width is 15mm
Menu design is (W)120mm x (H)300mm
Matchbox design is (W)60mm x (H)40mm x (D)20mm
Wall art sculpture is (W)2000mm x (H)1200mm
Tags: Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design
Production Technology: The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design.
Design Challenge: In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story.
Research: A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience.
Immersing the soul into the Chinese culture, cuisine and studied the dining habits.
The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style.
Inspiration: The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly.
Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph.
The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow.
Project Duration: The project started in 2019 and this bar and restaurant is located in Hangzhou China.
Operation Flow: The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers.
Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph.
Patents: MARS
Team Members: Angela Lu Zhang
Nico Xu YiFei
Image Credits: MARS