ZhenYue 로고 및 브랜드 아이덴티티 by Guangzhou Cheung Ying Design Co. Ltd. is a highly esteemed winner of the very prestigious 2022 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.
동그래픽· 2022
ZhenYue 로고 및 브랜드 아이덴티티
by Guangzhou Cheung Ying Design Co. Ltd.
Client: Guangzhou Cheung Ying Design Co., Ltd.
A' Design Award 동상 Winner in 그래픽 Category
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- Verified Award Winner
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The Design
About ZhenYue 로고 및 브랜드 아이덴티티
젠위에(ZhenYue)는 건조식품 소매업체를 위해 개발된 로고 및 브랜드 아이덴티티입니다. 로고는 전통적인 대나무 건조 채반의 형태와 엮은 짜임 패턴을 결합했습니다. 브랜드명의 글자들이 서로 교차하며 연결되어, 그 배열이 채반에 모아 담긴 건조식품을 연상시킵니다. 브랜드 컬러로는 전통 공예의 정서와 따뜻함을 표현하기 위해 오렌지색을 선택했습니다. 이 아이덴티티는 벡터 형식으로 제작되어 소매 패키지, 매장, 온라인 스토어 및 광고에 적용되었습니다. 인쇄물에는 금박과 실크스크린 인쇄 기법을 사용했습니다.
The Recognition
About the A' Design Award 동상
ZhenYue 로고 및 브랜드 아이덴티티, 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. ZhenYue 로고 및 브랜드 아이덴티티, 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. ZhenYue 로고 및 브랜드 아이덴티티, 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
- ZhenYue is a dried foods retailer with the aim of restore the essence of food. In order to better empower the new consumption experience of the company and strengthen the stickiness between consumers and the brand, the new brand standard color selects orange, which is conveys the traditional craftsmanship and enthusiastic visual language of the product. Through the visual combination of the new logo and extended graphics, the overall vision brings a strong penetrating power, which is unified and stylish, and further enhances consumer confidence.
- Dimensions & Packaging
- The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
- Tags
- Logo, Branding, Packaging, Visual Identity, Graphic Design
- Production Technology
- Logo and graphics are adapted in many scenes, such as business card, badge, notebook, gift package, canvas bag, etc. The process involves foil gold, screen printing.
- Design Challenge
- The difficulty of the work is that the brand has a wide range of dried foods products, and hundreds of products with design issues such as blurred labels, inconsistent packaging, and visual inconsistency in the overall image. Therefore, the new image upgrade design must be flexible enough to support different audiences and category diversity.
- Research
- In-depth research was conducted on the production process of traditional dried foods. In addition, the understanding and needs of dried foods in the daily life of the city and its people were analyzed. All this makes us clear the direction of brand upgrade. It redefines the essence of the brand, its differentiated attributes, values, the personality archetype of the brand and its main purpose. A design system that simultaneously displays the overall image of the brand and the unique attributes of the product is constructed.
- Inspiration
- As one of the characteristic traditional crafts in China, the most significant feature of dried foods is that it is dehydrated by slow drying in the sun. Therefore, in the design of the new brand logo, the traditional bamboo sieve drying form and the weaving process are combined, and the brand name letters "z, h, e, n, y, u, e " are interspersed and linked to each other, so that the arrangement form of each letter makes it look like the collection of different dried foods in the bamboo sifter, which interprets the connotation of the brand name of " ZhenYue ", and brings out the beautiful meaning of " ZhenYue Selection, High-quality Gathering" as a whole.
- Project Duration
- The project started in June 2020 in Guangzhou and finished in September 2021 in Guangzhou.
- Operation Flow
- The new brand identity is designed for product retail packaging, sales outlets, online stores and advertising.
- Team Members
- Creative Director: Zhiji Dong
Designer: Lu Gu - Image Credits
- Guangzhou Cheung Ying Design Co., Ltd..
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