Dragon Alley Munus Primarium: Notae Insignis Designatio by Tian Liu and Jiayi Chen

Dragon Alley Munus Primarium: Notae Insignis Designatio by Tian Liu and Jiayi Chen is a highly esteemed winner of the very prestigious 2021 Praemium A' Design Award Aeneum in Graphica Competition Category.

AesGraphica· 2021

Dragon Alley Munus Primarium: Notae Insignis Designatio

by Tian Liu and Jiayi Chen

Client: Evil Design Studio

Praemium A' Design Award Aeneum Winner in Graphica Category

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Verified Award Winner

Verify Award Status for #111593

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Colors

The Design

About Dragon Alley Munus Primarium: Notae Insignis Designatio

Textus Libri: Draconis Angiportus est notae insignis designatio, popinae ollae ferventis et cellae theanae adiunctae destinata. Insignis in idea dualismi ex fabulis Sinensibus mythologicis ducta fundatur. Insignis popinae liberationem exprimit per fulguris crepitum, nigrum atramenti fundum, et litterarum formas vehementes. Insignis cellae theanae moderationem exprimit per nubium eruptionem, chartae naturalis colorem, et formas leniores. Auri gradatim splendentes ornamenta ambas notas insignes coniungunt. Applicationes chartas negotii, indices ciborum, tabulas proclamatorias, involucra, et vasa mensae comprehendunt.

The Recognition

About the Praemium A' Design Award Aeneum

Dragon Alley Munus Primarium: Notae Insignis Designatio victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Dragon Alley Munus Primarium: Notae Insignis Designatio rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Dragon Alley Munus Primarium: Notae Insignis Designatio necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.

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.