Lord Qu អត្តសញ្ញាណដែលមើលឃើញ by Siyu Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award កម្រិតសំរិទ្ធ in រចនាក្រាហ្វិក រូបគំនូរ និងទំនាក់ទំនងដោយរូបភាព Competition Category.

សំរិទ្ធក្រាហ្វិក· 2020

Lord Qu អត្តសញ្ញាណដែលមើលឃើញ

by Siyu Xu

Client: MET Creative Brand

A' Design Award កម្រិតសំរិទ្ធ Winner in ក្រាហ្វិក Category

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The Design

About Lord Qu អត្តសញ្ញាណដែលមើលឃើញ

Lord Qu គឺជាអត្តសញ្ញាណដែលមើលឃើញ ដែលបានបង្កើតឡើងសម្រាប់ម៉ាកអាហារសម្រន់មួយនៅទីក្រុងឈូចូវ (Quzhou) ប្រទេសចិន។ អត្តសញ្ញាណនេះបង្ហាញពីវប្បធម៌អាហារបុរាណរបស់ចិន តាមរបៀបទំនើប ដើម្បីទាក់ទាញអតិថិជនវ័យក្មេង។ តួអង្គមួយដែលមានប្រភពមកពីខុងជឺ (Confucius) បង្កើតជានិមិត្តសញ្ញាកណ្តាល ដោយសក់របស់តួអង្គនោះត្រូវបានច្នៃឡើងឲ្យមានរាងដូចនំប៉័ុងចំហុយ។ គំនូរតុក្កតាបែបបន្ទាត់ភ្ជាប់តួអង្គនេះជាមួយនឹងស្នាដៃប្រវត្តិសាស្ត្រផ្សេងៗ ដូចជាល្បឿនរបស់មង្គរហោះហើរ ប្រាសាទខុងជឺ និងពពកមង្គល។ និមិត្តសញ្ញាច្រមុះជ្រូកត្រូវបានប្រើនៅលើឆ្នាំងចំហុយ ភាជនៈ អំពូលភ្លើង និងខ្នងកៅអីនៅក្នុងបរិវេណភោជនីយដ្ឋាន។

The Recognition

About the A' Design Award កម្រិតសំរិទ្ធ

Lord Qu អត្តសញ្ញាណដែលមើលឃើញ គឺជាអ្នកឈ្នះ A' Design Award កម្រិតសំរិទ្ធ ដែលជាការទទួលស្គាល់ដ៏មានកិត្តិយសខ្ពស់ចំពោះការរចនាឆ្នើមដែលលេចធ្លោដោយភាពច្នៃប្រឌិត ភាពប៉ិនប្រសប់ និងភាពមុតស្រួច។ អ្នកឈ្នះកម្រិតសំរិទ្ធគឺជាស្នាដៃមានជំនាញ និងច្នៃប្រឌិតគួរឱ្យកត់សម្គាល់ ដែលបញ្ជាក់ពីបទពិសោធន៍ ការស្រមើលស្រមៃ និងភាពប៉ិនប្រសប់របស់អ្នករចនា។ Lord Qu អត្តសញ្ញាណដែលមើលឃើញ ត្រូវបានរំពឹងថាជាវត្ថុដែលត្រូវបានគោរព កោតសរសើរ និងស្រឡាញ់ ដែលមានវិជ្ជាជីវៈ និងនវានុវត្តន៍គួរឱ្យកត់សម្គាល់។ ការរចនាកម្រិតសំរិទ្ធនេះអនុវត្តវិធីល្អបំផុតក្នុងសិល្បៈ វិទ្យាសាស្ត្រ ការរចនា និងបច្ចេកវិទ្យា ហើយឆ្នើមដោយការយកចិត្តទុកដាក់ព័ត៌មានលម្អិត។ Lord Qu អត្តសញ្ញាណដែលមើលឃើញ បំពេញតម្រូវការ ប៉ះចំណង់ ទាក់ទាញអារម្មណ៍ និងទាក់ទាញការចង់ដឹង។

Behind the Design

Press Kit

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

Unique Properties: Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.
Dimensions & Packaging: In the application of props, the designers make full use of the pig nose visual hammer, develop the steamer of Lord Qu exclusive pig nose on the tableware, the pig nose lamp and backrest seat in the space, make a deep strong link between the product and the brand, and carry out the exclusive brand design.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
Production Technology: The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.
Design Challenge: How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.
Research: As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.
Inspiration: Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.
Project Duration: The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
Operation Flow: The designers create a story for IP, personify the ingredients in the main products.
Patents: Copyrights belong to Siyu Xu, 2018.
Team Members: Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang
Image Credits: Image #1: Photographer MET Creative Brand, Lord Qu, 2018.
Image #2: Photographer MET Creative Brand, Lord Qu, 2018.
Image #3: Photographer MET Creative Brand, Lord Qu, 2018.
Image #4: Photographer MET Creative Brand, Lord Qu, 2018.
Image #5: Photographer MET Creative Brand, Lord Qu, 2018.