Dragon Alley 브랜드 아이덴티티 디자인 by Tian Liu and Jiayi Chen

Dragon Alley 브랜드 아이덴티티 디자인 by Tian Liu and Jiayi Chen is a highly esteemed winner of the very prestigious 2021 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2021

Dragon Alley 브랜드 아이덴티티 디자인

by Tian Liu and Jiayi Chen

Client: Evil Design Studio

A' Design Award 동상 Winner in 그래픽 Category

8,406
Verified Award Winner
Verify Award Status for #111593

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Dragon Alley 브랜드 아이덴티티 디자인

드래곤 앨리(Dragon Alley)는 훠궈 레스토랑과 이에 인접한 티룸을 위해 개발된 브랜드 아이덴티티 디자인이다. 이 아이덴티티는 중국 신화에서 이끌어낸 이원론의 개념을 토대로 구축되었다. 레스토랑 아이덴티티는 천둥이 갈라지는 모티프, 먹처럼 짙은 검정 배경, 힘 있는 레터폼을 통해 '발산'을 표현한다. 티룸 아이덴티티는 구름을 뚫고 나오는 모티프, 자연스러운 종이 색조, 한층 부드러운 형태를 통해 '절제'를 표현한다. 점진적인 골드 포인트가 두 아이덴티티를 서로 연결한다. 적용 범위에는 명함, 메뉴, 포스터, 패키지, 식기가 포함된다.

The Recognition

About the A' Design Award 동상

Dragon Alley 브랜드 아이덴티티 디자인, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Dragon Alley 브랜드 아이덴티티 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Dragon Alley 브랜드 아이덴티티 디자인, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: 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.
Dimensions & Packaging: 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
Tags: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: 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.
Operation Flow: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Team Members: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Image Credits: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.