The Wild Njirimara Ụlọ Ọrụ by Chao Xu is a highly esteemed winner of the very prestigious 2020 Ihe Nrite A' Design Award nke Igwe in Nhazi Eserese, Ịse Ihe na Nkwurịta Anya Competition Category.

IgweEserese· 2020

The Wild Njirimara Ụlọ Ọrụ

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

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

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About The Wild Njirimara Ụlọ Ọrụ

Nke a bụ ihe ngosipụta maka ebe a na-ewu ewu dị mma, nke e wuru n’elu ugwu Huangbai na Hunan Province. Ebumnuche nke oru a bụ ikpokọta ihe ịchọ mma ọdịnala nke China na ịdị mfe nke Western na njikwa ika. Ndị otu ahụ wepụtara atụmatụ mara mma nke anụmanụ na osisi na Ugwu Huangbai wee chepụta akara uda eji teepu ọdịnala ọdịnala, ejiriwo eserese nke cranes mee ihe n'ụdị okike. Thiskpụrụ a nwere ike ịmepụta ụdị anụmanụ na osisi niile - nke dị n'ugwu ahụ) ma mee ka ihe niile dị na atụmatụ ahụ kwekọọ.

The Recognition

About the Ihe Nrite A' Design Award nke Igwe

The Wild Njirimara Ụlọ Ọrụ meriri A' Design Award nke Igwe, nnabata dị ugwu e nyere design ndị dị mma nke na-emezu ihe ndị a chọrọ n'ọrụ na ụlọ ọrụ nke a na-atụ anya n'ihe e kere eke ndị e mere nke ọma. Ndị meriri na Igwe na-egosi nka buru ibu, ọkachamara dị elu, nghọta ọkachamara na ikike imepụta nke ndị kere ha. A na-atụ anya na The Wild Njirimara Ụlọ Ọrụ ga-abụ ihe e kere eke a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya nke bụ ihe bara uru ma dị ọhụrụ. Design a meriri A' Design Award nke Igwe na-ejikọta ụzọ kacha mma nke ụlọ ọrụ ma nwee àgwà teknụzụ kwesịrị ekwesị jikọtara na ihe ọmụma na talent. A na-asọpụrụ The Wild Njirimara Ụlọ Ọrụ maka nlezianya ya ma e mere ya ka ọ nye mmeziwanye ndụ nke na-enyere aka ime ka ụwa bụrụ ebe ka mma.

Behind the Design

Press Kit

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

Unique Properties: This is a brand design for a new luxury resort, which is built on top of Huangbai mountain. We extracted the rich characteristics of animals and plants in that forest and used the feathers of cranes as a pattern. This basic pattern can form all kinds of animals and plants（which exist in the mountain), by applying same pattern through the entire design making this visual identity unified and harmonious.
Dimensions & Packaging: Business card: 90mm x 50mm
Letterhead: 297mm x 210mm
Greeting card: 148mm x 100mm
Tags: branding design, logo, Chinese style, hotel branding, simple
Production Technology: Using traditional Chinese painting:ink painting to create logo, which is a simple but artistic crane. the final products, e.g. business card, greeting card applied gold stamping on special paper, showing a tastefully low key luxury design.
Design Challenge: As the resort building was designed by architects from western country, whereas the site is in china, we need to combine traditional Chinese aesthetic with Western simplicity into branding design.
Research: Team members visited the site Huangbai mountain for three times, during the site visit, took large amount of site photos including unique plants and animals there. those elements finally be used in later stage design. Meanwhile, we did lots of background research on it culture and history aspects, in order to make the design more meaningful and powerful.
Inspiration: Design team applied traditional Chinese aesthetic feeling meanwhile kept its simplicity to the design. The reason to use the crane as a logo, is associated with the dream life that lots of people who choose to live in mountains desired: living idle lives like the cloud and wild crane, there is also a meaning of artistic conception. Designers got inspired by the rich characteristics of wild animals and plants in Huangbai mountain, therefore came up with different icons to represent wild animal and plants by using the same pattern element.
Project Duration: The project started in Jan 2019 in Hangzhou and finished in April 2019 in Hangzhou.
Team Members: Creative director:Chao Xu
Graphic design:Chao Xu