Pure Green Vizuális Identitás by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 Vasdíj A' Design Award in Grafika, illusztráció és vizuális kommunikáció tervezése Competition Category.
VasGrafika· 2020
Pure Green Vizuális Identitás
by Xinqi Liu
Client: MET Creative Brand
Vasdíj A' Design Award Winner in Grafika Category
- 10,216
- Verified Award Winner
- Verify Award Status for #100488
The Design
About Pure Green Vizuális Identitás
A Pure Green egy csungkingi hotpot étterem márka vizuális identitása. A friss zöld paprikás hotpot zöld színét választották márkaszínnek, szemben a helyi piacon megszokott vörös színnel. Az identitás központi szimbólumát egy Mobee nevű karakterfigura alkotja. Mobee egy pozitív kör és egy negatív kereszt elemet egyesít magában. Az arcvonásokat mahjong lapok helyettesítik, amelyek függetlenséget, titokzatosságot és életerőt fejeznek ki. A márka szimbólumait különféle formákban és médiumokban alkalmazzák, azzal a céllal, hogy közelebb hozzák a márkát a fiatal fogyasztókhoz.
The Recognition
About the Vasdíj A' Design Award
Pure Green Vizuális Identitás a Vasdíj A' Design Award győztese, rangos elismerés a jó dizájnoknak, amelyek megfelelnek a jól megtervezett alkotásoktól elvárt szakmai és ipari követelményeknek. A vasgyőztesek alkotóik nagy tudását, magas fokú szakosodását, szakértői megértését és kreatív képességét mutatják. Pure Green Vizuális Identitás-tól azt várják, hogy nagyra becsült, csodált és kedvelt, gyakorlatias és innovatív alkotás legyen. Ez a Vasdíj A' Design Award kitüntetést elnyert dizájn integrálja az iparág legjobb gyakorlatait, és hozzáértő műszaki jellemzőkkel rendelkezik, amelyek szakértelemmel és tehetséggel párosulnak. Pure Green Vizuális Identitás-t alaposságáért tisztelik, és úgy tervezték, hogy az életminőséget javító fejlesztéseket nyújtson, amelyek segítenek a világot jobb hellyé tenni.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
- Dimensions & Packaging
- The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
- Production Technology
- The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
- Design Challenge
- The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
- Research
- In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
- Inspiration
- The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
- Project Duration
- The project started in July 2019 in Chongqing and finished in December in Chongqing.
- Operation Flow
- Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
- Patents
- Copyrights belong to Xinqi Liu, 2019.
- Team Members
- Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang - Image Credits
- Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
