Jie Yi Couture Njirimara Ụmara Ahịa by Yiwen Tu

Jie Yi Couture Njirimara Ụmara Ahịa by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 Ihe Nrite A' Design Award nke Igwe in Nhazi Eserese, Ịse Ihe na Nkwurịta Anya Competition Category.

IgweEserese· 2021

Jie Yi Couture Njirimara Ụmara Ahịa

by Yiwen Tu

Client: Jie Yi Couture Studio

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 Jie Yi Couture Njirimara Ụmara Ahịa

Jie Yi Couture bụ njirimara ụmara ahịa e mepụtara maka ụlọ ọrụ couture dị na Shanghai. Mkpụrụ okwu Chinese bụ Jie pụtara idozi na ikewapụta akụkụ akụkụ, ebe Yi pụtara otu, mmekọrịta na udo n'echiche. E ji mkpụrụedemede Chinese wuo akara ahụ, akụkụ ụfọdụ n'ime mkpụrụedemede ndị a ka e ji akara nnọchianya nke mannequin na mma nkwakọ dochie. Ihe osise nhazi uzu bụ isi ihe onyonyo, ebe ahịrị ha, mgbagọ ya, na ndetu ya na-emepụta usoro edepụtara nke ọma. A na-etinye njirimara a n'ime ngwugwu e nyere n'ọtụtụ nha dị iche iche. Nhazi a na-egosipụta nka aka na ọrụ ịkwa uwe nke a haziri n'ụzọ ọ bụla nkeonwe.

The Recognition

About the Ihe Nrite A' Design Award nke Igwe

Jie Yi Couture Njirimara Ụmara Ahịa 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 Jie Yi Couture Njirimara Ụmara Ahịa 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 Jie Yi Couture Njirimara Ụmara Ahịa 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: Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency.
Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux
Dimensions & Packaging: The packaging shown is offered in a variety of sizes and iterations based on the product.
Tags: Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
Production Technology: Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
Design Challenge: The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
Research: To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
Inspiration: Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
Project Duration: The project started in August 2018 in Shanghai and finished in January 2020 in New York.
Operation Flow: Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo.
As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element.
Team Members: Independent
Image Credits: Yiwen Tu, 2020