Fè Grafik · 2021
Jie Yi Couture Idantite Mak
by Yiwen Tu
- A' Design Award Fè 2021 in Grafik
- CLIENT: Jie Yi Couture Studio
- Estimated Number of Design Views: 9,548
- Verification code 92C9A30122 · Verify this award
Colors
About Jie Yi Couture Idantite Mak
Jie Yi Couture se yon idantite mak ki te kreye pou yon estidyo koutiryè nan Shanghai. Karaktè Chinwa a Jie vle di rezoud ak dekonstwi, pandan Yi vle di youn, inite ak konsistans. Logo a bati ak tipografi Chinwa, e kèk pati nan karaktè yo ranplase ak senbòl yon mannken ak sizo. Kwoki patwon yo fòme eleman vizyèl prensipal la, e liy, koub ak nòt yo kreye yon modèl detaye. Idantite a aplike sou anbalaj ki ofri nan plizyè gwosè. Konsepsyon an transmèt metye atizanal ak yon sèvis koutiryè semi-pèsonalize.
About the A' Design Award Fè
Jie Yi Couture Idantite Mak se yon ganyan A' Design Award Fè, yon rekonesans ki gen prestij yo bay bon design ki satisfè egzijans pwofesyonèl ak endistriyèl yo atann de kreyasyon ki byen fèt. Ganyan Fè yo montre gwo konpetans, espesyalizasyon wo, konpreyansyon ekspè ak kapasite kreyatif kreyatè yo. Yo atann Jie Yi Couture Idantite Mak pou se yon kreyasyon anpil moun estime, admire e renmen ki pratik e inovatè. Design sa a ki ganyen A' Design Award Fè entegre pi bon pratik sektè a e li gen karakteristik teknik konpetan ki lye ak konnesans pratik ak talan. Yo respekte Jie Yi Couture Idantite Mak pou jèntan li e li fèt pou bay amelyorasyon kalite lavi ki ede fè mond lan vin yon pi bon kote.
Press Kit
- Unique Properties
- 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 - Dimensions & Packaging
- The packaging shown is offered in a variety of sizes and iterations based on the product.
- Tags
- Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
- Production Technology
- Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- The project started in August 2018 in Shanghai and finished in January 2020 in New York.
- Operation Flow
- 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. - Image Credits
- Yiwen Tu, 2020
