Dragon Alley Desain Identitas Merek dening Tian Liu and Jiayi Chen

Karya Dragon Alley Desain Identitas Merek dening Tian Liu and Jiayi Chen minangka pemenang sing diajeni banget saka A' Design Award Perunggu 2021 sing bergengsi ing Kategori Kompetisi Desain Grafis, Ilustrasi lan Komunikasi Visual.

PerungguGrafis· 2021

Dragon Alley Desain Identitas Merek

dening Tian Liu and Jiayi Chen

Klien: Evil Design Studio

Pemenang A' Design Award Perunggu ing Kategori Grafis

8,406

Pemenang Penghargaan Terverifikasi

Verifikasi Status Penghargaan kanggo #111593

Kunjungi Situs Deleng ing A' Design Award Siaran Pers Lencana Penghargaan

Warna

Desaine

Babagan Dragon Alley Desain Identitas Merek

Dragon Alley yaiku desain identitas merek sing digawe kanggo restoran hot pot lan ruang teh sing ana ing sisihe. Identitas iki dibangun saka gagasan dualisme sing dijupuk saka mitologi Tionghoa. Identitas restoran nggambarake pambebasan liwat motif petir sing nyamber, latar mburi ireng kaya mangsi, lan wangun huruf sing kuwat. Identitas ruang teh nggambarake pangendhaleni liwat motif mendhung sing sumebar, warna kertas alami, lan wangun sing luwih alus. Aksen emas sing mbaka sethithik nyambungake loro identitas kasebut. Aplikasine kalebu kertu bisnis, daftar menu, poster, kemasan, lan piranti mangan.

Pangakuan

Babagan A' Design Award Perunggu

Dragon Alley Desain Identitas Merek menang A' Design Award Perunggu, pangenalan sing prestisius banget sing diparingake marang desain sing luar biasa sing dicirikake dening kreativitas, kapinteran lan kaweruh sing landhep. Pemenang Perunggu iku artefak sing trampil banget lan kreatif banget sing mbuktekake pengalaman sing jembar, imajinasi lan kapinteran para desainer. Dragon Alley Desain Identitas Merek dikarepake dadi barang sing dihargai banget, dikagumi lan ditresnani, profesional lan inovatif banget. Desain sing menang A' Design Award Perunggu iki ngemot praktik sing paling apik ing seni, sains, desain lan teknologi, lan apik banget ing perhatiane marang rincian. Dragon Alley Desain Identitas Merek nyukupi kabutuhan kanthi apik, nutul kekarepan, ngaya rasa lan narik rasa pengin weruh.

Ing Mburi Desain

Kit Pers

Kredit, anggota tim lan detail teknis sing diwenehake dening desainer.

Sifat Unik: Based on the brand attributes of the spirit of dualism and Chinese mythology, we use it in the entire brand design process. In terms of font identification, it conveys such feelings at intercross and interlard to each other mutually. In terms of design elements, the main elements are "Crack of Thunder"in Dragon Alley and "Burst Through Clouds" in Dragon Alley Inner, the former is vigorous, while the latter is gentle. In terms of color, ink color is used as the main background color in Dragon Alley, while natural paper color as the main background color in Dragon Alley Inner, with gradual change of gold as the element.
Ukuran & Kemasan: Business card:99mm*50mm,
Bag:293mm*136mm,
Folder:480mm*310mm,
Menu:136mm*293mm,
Menu cover:250mm*140mm,
Poster:A2,
Dinner plate:diameter: 200mm,
Self-heating hot pot: 35mm*30mm*25mm,
Tea Caddy:105mm*105mm*150mm,
Oil tank:diameter 40mm*50mm,
Scarf:300mm*300mm
Tag: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Teknologi Produksi: In terms of design, the software we mainly use are Adobe Illustrator, Photoshop, After Effect and Cinema 4D.

Further more, in the later material production, it uses stamping technology, gravure printing technology, spot color printing and so on, in order to present the brand vision perfectly. In addition, there needs to be special requirements for its printing materials.
Tantangan Desain: During the project. We have studied the various historical periods of China from ancient times to modern times. How to convert Chinese mythological information into usable font design, Graphic design and pattern design are the most important issues.

At the same time, how to balance the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner is also our main task.
Finally, how to integrate the concept of dragon throughout the brand design is also a problem we need to solve.
Riset: First of all, for a new brand, we need to let it have a complete brand story and a deep brand spirit. For business purposes, we need to make consumers recognize the brand, and based on brand value, we need our designers to create meaningful brand content. We have created a complete mythological worldview for Dragon Alley and Dragon Alley Inner, so that the brand has complete story content and visual symbols from beginning to end.

Relying on this complete set of brand visual system and story system, the brand can have a unified way of communication in terms of visual perception, operation and marketing.
Inspirasi: We received the project that needed to make the brand design of Dragon Alley Hot Pot and Dragon Alley Inner Tea Room for our client. Dragon Alley has main feature of lively hot pot restaurant, and on the contrary, Dragon Alley Inner corresponds to people's leisure tea time after meals. Chinese living alleys have two special attributes of street life. Based on the spatial differences between the two, the project design seeks to create a sense of contradiction and integration of balance, namely dualism. Emotionally, Dragon Alley represents release, while Dragon Alley Inner immersed in restraint.
Durasi Proyek: The project began in 2019 in Milan, the overall visual design at the end of May 2020, and the project eventually landed in Chengdu China.
Alur Operasi: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Anggota Tim: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Kredit Gambar: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.