Avant Modern Cuisine Identitas Merek by Jiawei Wu

Avant Modern Cuisine Identitas Merek by Jiawei Wu is a highly esteemed winner of the very prestigious 2022 A' Design Award Perunggu in Desain Grafis, Ilustrasi dan Komunikasi Visual Competition Category.

PerungguGrafis· 2022

Avant Modern Cuisine Identitas Merek

by Jiawei Wu

Client: Jiawei Wu Design

A' Design Award Perunggu Winner in Grafis Category

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Verified Award Winner

Verify Award Status for #137847

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

Colors

The Design

About Avant Modern Cuisine Identitas Merek

Avant adalah restoran fine dining yang berlokasi di Tiongkok. Konsep branding memanfaatkan pengalaman pemilik di luar negeri untuk menawarkan kenangan unik kepada pelanggan seolah-olah mereka telah melakukan perjalanan. Dimulai dengan menu yang dirancang menyerupai paspor. Setelah setiap kali makan, pelanggan akan mendapatkan tiket kustom yang dirancang sesuai dengan inspirasi spesifik di balik setiap hidangan dan kenangan dari berbagai kota. Pengalaman bersantap ini menjadi sangat populer ketika perjalanan terhenti akibat pandemi Covid.

The Recognition

About the A' Design Award Perunggu

Avant Modern Cuisine Identitas Merek adalah pemenang A' Design Award Perunggu, pengakuan yang sangat bergengsi yang diberikan kepada desain luar biasa yang dicirikan oleh kreativitas, kecerdikan, dan ketajaman. Pemenang Perunggu adalah artefak yang sangat terampil dan sangat kreatif yang membuktikan pengalaman luas, imajinasi, dan kelihaian para desainernya. Avant Modern Cuisine Identitas Merek diharapkan menjadi objek yang sangat dihargai, dikagumi, dan dicintai, sangat profesional dan inovatif. Desain pemenang A' Design Award Perunggu ini menyertakan praktik terbaik dalam seni, sains, desain, dan teknologi, dan sangat baik dalam perhatiannya pada detail. Avant Modern Cuisine Identitas Merek memuaskan kebutuhan dengan indah, menyentuh keinginan, memikat perasaan, dan menarik rasa ingin tahu.

Behind the Design

Press Kit

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

Unique Properties: The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
Dimensions & Packaging: The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
Tags: Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
Production Technology: All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
Design Challenge: A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
Research: The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
Inspiration: The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
Project Duration: The project started in July 2020 in China and finished in March 2021.
Operation Flow: Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
Team Members: Jiawei Wu
Image Credits: Jiawei Wu_Designer
Guanzhong Qiu_Photographer