Serious Little Squid Ọrụ Bụ Isi: Njirimara Anya by Youjia Gu

Serious Little Squid Ọrụ Bụ Isi: 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

Serious Little Squid Ọrụ Bụ Isi: Njirimara Anya

by Youjia Gu

Client: MET Creative Brand

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

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Colors

The Design

About Serious Little Squid Ọrụ Bụ Isi: Njirimara Anya

Ederede Akwụkwọ: Serious Little Squid bụ njirimara anya emere maka otu ụlọ oriri na ọṅụṅụ. A wuru njirimara a gburugburu A Zheng, agwa squid na-anọchite anya ndị ọrụ ụlọ ọrụ obodo. Ihe ndị dị ka tie ejiji na akwa isi na-eme ka a mata agwa a ngwa ngwa. Ụdị eserese na-esonye ihe nkiri gbara ọcha na oji na-adịghị ekwu okwu, na-eji ochị oyi na ihe nkiri emeju dị mfe. Usoro eserese aha ya bụ "ihe nkiri ime mmadụ" na-egosipụta ndụ kwa ụbọchị nke obodo ukwu. Ebumnuche ya bụ iwulite ụda ọma nke akara ahịa na ijikọ chiri anya na ndị na-eri ahịa dị ntorobịa.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Serious Little Squid Ọrụ Bụ Isi: 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 Serious Little Squid Ọrụ Bụ Isi: 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. Serious Little Squid Ọrụ Bụ Isi: 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 this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
Dimensions & Packaging: The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
Production Technology: Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
Design Challenge: Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
Research: Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
Inspiration: With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
Project Duration: The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
Operation Flow: In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
Patents: Copyrights belong to Youjia Gu, 2019.
Team Members: Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.