Yic Barbecue Market Njirimara Anya by Youjia Gu

Yic Barbecue Market Njirimara Anya by Youjia Gu is a highly esteemed winner of the very prestigious 2020 Ihe Nrite A' Design Award nke Bronz in Nhazi Eserese, Ịse Ihe na Nkwurịta Anya Competition Category.

BronzEserese· 2020

Yic Barbecue Market Njirimara Anya

by Youjia Gu

Client: MET Creative Brand

Ihe Nrite A' Design Award nke Bronz Winner in Eserese Category

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The Design

About Yic Barbecue Market Njirimara Anya

Yic Barbecue Market bụ njirimara anya e mepụtara maka ụlọ oriri na ọṅụṅụ na-ere anụ e sụrụ asụ (barbecue). E ji ụda nke ịsụ anụ wuo njirimara a, nke a na-akpọ Zila, nke na-akpụzi okwu mmalite ọrụahịa (brand slogan) na usoro ederede zuru oke nke ụlọahịa ahụ. Obere agwa anụ ọhịa na-eri anụ aha ya bụ Zila beast na-eje ozi dịka onyinyo ụlọahịa ahụ (mascot), nwere ihu mara mma na ọnụ ghere oghe. Ụdịdị okirikiri dịka kpakpando na bọọlụ eri (yarn balls) na-egosipụta mbara igwe na mbara eluigwe, na-akwado isiokwu "mbara igwe barbecue". Agba oroma na-egbukepụ na agba ndụ-blue na-enye njirimara a ụdị a na-enwe ntụrụndụ na okpukpu ọma. A na-etinye njirimara a n'ime ọnụ ọgụgụ ala nke 280 square meters.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Yic Barbecue Market Njirimara Anya meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Yic Barbecue Market Njirimara Anya ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Yic Barbecue Market Njirimara Anya na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

Behind the Design

Press Kit

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

Unique Properties: In order to distinguish itself from the traditional barbecue shop, designers carried out strategy output and IP creation for the whole brand of Yic BBQ Market. At the same time, they have also carried out brand differentiation positioning, through the cross-border integration of IP and space, to create a unique brand image. Therefore, this case is not only a barbecue shop, but also an alien small dinosaur IP trend shop.
Dimensions & Packaging: The project covers a total of 280 square meters. The concept of "barbecue planet" is created through planet, space, aerospace and other elements in space to give consumers immersive real sensory experience.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Barbecue, Planet Space Station
Production Technology: The design of Yic BBQ Market starts from the auditory part of the five senses experience, and extracts the sound of barbecue as the main line throughout the brand and the basis of the construction of copywriting system. Designers hope to use the voice heard in the process of "Zila" consumer experience as the starting point of their design to build the auditory experience of the whole scene.
Design Challenge: If the brand wants to reach the consumers' heart accurately, it needs a spokesperson who takes IP as the carrier and speaks out. Barbecue is about the pleasure of eating meat, so the designers have designed Zila beast, a small monster image of eating meat. Its appearance is cute, with an opening mouth indicates its identity is a carnivore.
Research: When hearing the sound like "Zila" everyone can think of Yic Barbecue Market. This is not only the sound of grilled meat, but also the sound of heartbeats. Therefore, the brand's slogan "love is Zila Zila" describes the common points of love and barbecue. In this direction, through a series of copywriting system to create close to the emotional needs and psychology of female consumers.
Inspiration: Yic BBQ Market focuses on the female groups who love to eat, play and have a passion for life, it strives to satisfy new and interesting user experiences and enjoy high cost-effective enjoyment, creating a lovely and fashionable "barbecue planet" theme interactive IP restaurant.
Project Duration: The project started in October 2018 in Suqian and finished in December 2018 in Suqian.
Operation Flow: On the touch line of in store consumption, designers have also created an eye-catching space sense IP punch point, as well as an open file area, implanting interesting copywriting, such as "the beauty of under the moon is unparalleled, eating meat tonight is not fat" and other emotional interactions with consumers.
Patents: Copyrights belong to Youjia Gu, 2018
Team Members: Youjia Gu
Yun Liu
Siyu Xu
Lei Chen
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Yic, 2018.
Image #2: Photographer MET Creative Brand, Yic, 2018.
Image #3: Photographer MET Creative Brand, Yic, 2018.
Image #4: Photographer MET Creative Brand, Yic, 2018.
Image #5: Photographer MET Creative Brand, Yic, 2018.