Jie Yi Couture 브랜드 아이덴티티 by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 A' Design Award 철상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

철그래픽· 2021

Jie Yi Couture 브랜드 아이덴티티

by Yiwen Tu

Client: Jie Yi Couture Studio

A' Design Award 철상 Winner in 그래픽 Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Jie Yi Couture 브랜드 아이덴티티

제이이 꾸뛰르(Jie Yi Couture)는 상하이의 한 꾸뛰르 스튜디오를 위해 제작된 브랜드 아이덴티티이다. 한자 '解(제)'는 풀어내다, 해체하다를 뜻하고, '一(이)'는 하나, 통일성과 일관성을 의미한다. 로고는 한자 타이포그래피로 구성되었으며, 글자의 일부는 마네킹과 가위 심볼로 대체되었다. 패턴 제작 스케치가 주요 비주얼 요소를 이루며, 그 직선과 곡선, 메모가 정교한 패턴을 만들어낸다. 이 아이덴티티는 여러 가지 크기로 제공되는 패키지에 적용되었다. 이 디자인은 장인정신과 세미 커스텀 맞춤 테일러링 서비스를 전달한다.

The Recognition

About the A' Design Award 철상

Jie Yi Couture 브랜드 아이덴티티, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Jie Yi Couture 브랜드 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Jie Yi Couture 브랜드 아이덴티티, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

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