Jie Yi Couture អត្តសញ្ញាណម៉ាក by Yiwen Tu

Jie Yi Couture អត្តសញ្ញាណម៉ាក by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 A' Design Award កម្រិតដែក in រចនាក្រាហ្វិក រូបគំនូរ និងទំនាក់ទំនងដោយរូបភាព Competition Category.

ដែកក្រាហ្វិក· 2021

Jie Yi Couture អត្តសញ្ញាណម៉ាក

by Yiwen Tu

Client: Jie Yi Couture Studio

A' Design Award កម្រិតដែក Winner in ក្រាហ្វិក Category

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The Design

About Jie Yi Couture អត្តសញ្ញាណម៉ាក

Jie Yi Couture គឺជាអត្តសញ្ញាណម៉ាកមួយដែលបង្កើតឡើងសម្រាប់ស្ទូឌីយោកែប៉ូតមួយនៅទីក្រុងសៀងហៃ។ តួអក្សរចិន Jie មានន័យថា ដោះស្រាយ និងរំលាយរចនាសម្ព័ន្ធ ខណៈដែល Yi មានន័យថា មួយ ការរួបរួម និងភាពស៊ីសង្វាក់គ្នា។ និមិត្តសញ្ញា (logo) ត្រូវបានបង្កើតឡើងដោយប្រើអក្សរសាស្ត្រចិន ហើយផ្នែកខ្លះនៃតួអក្សរត្រូវបានជំនួសដោយសញ្ញាណនៃមនុស្សក្លែងធ្វើ (mannequin) និងកន្ត្រៃ។ គំនូរព្រាងការកាត់ដេរ (pattern-making sketches) បង្កើតជាធាតុរូបភាពសំខាន់ ដោយបន្ទាត់ ខ្សែកោង និងកំណត់ចំណាំរបស់វា បង្កើតជាលំនាំដ៏ល្អិតល្អន់មួយ។ អត្តសញ្ញាណនេះត្រូវបានអនុវត្តលើកញ្ចប់ដែលមានច្រើនទំហំ។ ការរចនានេះបង្ហាញពីជំនាញសិប្បកម្ម និងសេវាកម្មកាត់ដេរពាក់កណ្ដាលតាមបំណង។

The Recognition

About the A' Design Award កម្រិតដែក

Jie Yi Couture អត្តសញ្ញាណម៉ាក គឺជាអ្នកឈ្នះ A' Design Award កម្រិតដែក ដែលជាការទទួលស្គាល់ដ៏មានកិត្តិយសចំពោះការរចនាល្អដែលបំពេញតម្រូវការវិជ្ជាជីវៈ និងឧស្សាហកម្មដែលរំពឹងពីស្នាដៃដែលបានរចនាយ៉ាងល្អ។ អ្នកឈ្នះកម្រិតដែកបង្ហាញពីជំនាញខ្ពស់ ជំនាញឯកទេស ការយល់ដឹងរបស់អ្នកជំនាញ និងសមត្ថភាពច្នៃប្រឌិតរបស់អ្នកបង្កើត។ Jie Yi Couture អត្តសញ្ញាណម៉ាក ត្រូវបានរំពឹងថាជាស្នាដៃដែលត្រូវបានគោរព កោតសរសើរ និងស្រឡាញ់ ដែលអនុវត្តបាន និងថ្មីថ្មោង។ ការរចនាកម្រិតដែកនេះរួមបញ្ចូលវិធីល្អបំផុតរបស់ឧស្សាហកម្ម ហើយមានលក្ខណៈបច្ចេកទេសដែលមានសមត្ថភាព ភ្ជាប់ជាមួយជំនាញ និងទេពកោសល្យ។ Jie Yi Couture អត្តសញ្ញាណម៉ាក ត្រូវបានគោរពចំពោះភាពហ្មត់ចត់ ហើយត្រូវបានរចនាដើម្បីកែលម្អគុណភាពជីវិត និងធ្វើឱ្យពិភពលោកកាន់តែល្អ។

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