Dragon Alley Konsepsyon Idantite Mak by Tian Liu and Jiayi Chen is a highly esteemed winner of the very prestigious 2021 A' Design Award Bwonz in Grafik Competition Category.
BwonzGrafik· 2021
Dragon Alley Konsepsyon Idantite Mak
Client: Evil Design Studio
A' Design Award Bwonz Winner in Grafik Category
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- Verified Award Winner
- Verify Award Status for #111593
The Design
About Dragon Alley Konsepsyon Idantite Mak
Dragon Alley se yon konsepsyon idantite mak ki kreye pou yon restoran hot pot ak yon salon te ki tou pre l. Idantite a bati sou lide dyalis ki soti nan mitoloji Chinwa. Idantite restoran an eksprime libète atravè yon motif kout loraj, yon fon nwa lank ak fòm lèt ki gen fòs. Idantite salon te a eksprime kontrent atravè yon motif ki pete nan nwaj, yon ton papye natirèl ak fòm ki pi dous. Detay lò gradyèl konekte de idantite yo ansanm. Aplikasyon yo enkli kat biznis, meni, afich, anbalaj ak veso manje.
The Recognition
About the A' Design Award Bwonz
Dragon Alley Konsepsyon Idantite Mak se yon ganyan A' Design Award Bwonz, yon rekonesans ki gen anpil prestij yo bay design ekselan ki make pa kreyativite, enjenyozite ak finès. Ganyan Bwonz yo se objè ki abil anpil e ki kreyatif nan fason ki frape, ki otantifye gwo eksperyans, imajinasyon ak debouyaj designer yo. Yo atann Dragon Alley Konsepsyon Idantite Mak pou se yon objè anpil moun estime, admire e renmen, ki pwofesyonèl e inovatè nan fason remakab. Design sa a ki ganyen A' Design Award Bwonz enkòpore pi bon pratik nan atizay, syans, design ak teknoloji, e li ekselan pou atansyon li bay detay. Dragon Alley Konsepsyon Idantite Mak satisfè bezwen yon fason espledid, li touche dezi, li chame santiman e li atire kiryozite.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Based on the brand attributes of the spirit of dualism and Chinese mythology, we use it in the entire brand design process. In terms of font identification, it conveys such feelings at intercross and interlard to each other mutually. In terms of design elements, the main elements are "Crack of Thunder"in Dragon Alley and "Burst Through Clouds" in Dragon Alley Inner, the former is vigorous, while the latter is gentle. In terms of color, ink color is used as the main background color in Dragon Alley, while natural paper color as the main background color in Dragon Alley Inner, with gradual change of gold as the element.
- Dimensions & Packaging
- Business card:99mm*50mm,
Bag:293mm*136mm,
Folder:480mm*310mm,
Menu:136mm*293mm,
Menu cover:250mm*140mm,
Poster:A2,
Dinner plate:diameter: 200mm,
Self-heating hot pot: 35mm*30mm*25mm,
Tea Caddy:105mm*105mm*150mm,
Oil tank:diameter 40mm*50mm,
Scarf:300mm*300mm - Tags
- VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
- Production Technology
- In terms of design, the software we mainly use are Adobe Illustrator, Photoshop, After Effect and Cinema 4D.
Further more, in the later material production, it uses stamping technology, gravure printing technology, spot color printing and so on, in order to present the brand vision perfectly. In addition, there needs to be special requirements for its printing materials. - Design Challenge
- During the project. We have studied the various historical periods of China from ancient times to modern times. How to convert Chinese mythological information into usable font design, Graphic design and pattern design are the most important issues.
At the same time, how to balance the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner is also our main task.
Finally, how to integrate the concept of dragon throughout the brand design is also a problem we need to solve. - Research
- First of all, for a new brand, we need to let it have a complete brand story and a deep brand spirit. For business purposes, we need to make consumers recognize the brand, and based on brand value, we need our designers to create meaningful brand content. We have created a complete mythological worldview for Dragon Alley and Dragon Alley Inner, so that the brand has complete story content and visual symbols from beginning to end.
Relying on this complete set of brand visual system and story system, the brand can have a unified way of communication in terms of visual perception, operation and marketing. - Inspiration
- We received the project that needed to make the brand design of Dragon Alley Hot Pot and Dragon Alley Inner Tea Room for our client. Dragon Alley has main feature of lively hot pot restaurant, and on the contrary, Dragon Alley Inner corresponds to people's leisure tea time after meals. Chinese living alleys have two special attributes of street life. Based on the spatial differences between the two, the project design seeks to create a sense of contradiction and integration of balance, namely dualism. Emotionally, Dragon Alley represents release, while Dragon Alley Inner immersed in restraint.
- Project Duration
- The project began in 2019 in Milan, the overall visual design at the end of May 2020, and the project eventually landed in Chengdu China.
- Operation Flow
- The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
- Team Members
- Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
- Image Credits
- Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.
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