Morph 飲食ブランディング by Mars Design Consultants is a highly esteemed winner of the very prestigious 2020 A' Design Award 銅賞 in グラフィックス・イラストレーション・ビジュアルコミュニケーションデザイン Competition Category.
銅グラフィック· 2020
Morph 飲食ブランディング
Client: Mars Design Consultants
A' Design Award 銅賞 Winner in グラフィック Category
Verified Award Winner
Verify Award Status for #98855The Design
About Morph 飲食ブランディング
Morphは、中国・杭州のルーフトップバー＆レストランのためのブランディングプログラムである。そのアイデンティティは、中国の古い恋物語「梁祝」と、青く輝くモルフォ蝶の玉虫色の翅から着想を得ている。ロゴは雌蝶と雄蝶の翅の形を一つのシンボルへと融合させたもの。濃い紫の背景は星空を思わせ、翅は虹色のグラデーションを描く。万華鏡のような蝶の文様が主要なグラフィック要素であり、この文様はメニュー、マッチ箱、動きのあるプロジェクション、そして壁面のアートオブジェへと展開されている。
The Recognition
About the A' Design Award 銅賞
Morph 飲食ブランディングは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Morph 飲食ブランディングは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Morph 飲食ブランディングは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale.
- Dimensions & Packaging
- Logo minimum size for the vertical logo width is 15mm
Menu design is (W)120mm x (H)300mm
Matchbox design is (W)60mm x (H)40mm x (D)20mm
Wall art sculpture is (W)2000mm x (H)1200mm - Tags
- Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design
- Production Technology
- The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design.
- Design Challenge
- In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story.
- Research
- A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience.
Immersing the soul into the Chinese culture, cuisine and studied the dining habits.
The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style. - Inspiration
- The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly.
Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph.
The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow. - Project Duration
- The project started in 2019 and this bar and restaurant is located in Hangzhou China.
- Operation Flow
- The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers.
Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph. - Patents
- MARS
- Team Members
- Angela Lu Zhang
Nico Xu YiFei - Image Credits
- MARS
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
