Serious Little Squid Visuelle Identitéit by Youjia Gu

Serious Little Squid Visuelle Identitéit by Youjia Gu is a highly esteemed winner of the very prestigious 2020 A' Design Award an Bronze in Grafik, Illustratioun a Visuell Kommunikatiounsdesign Competition Category.

BronzeGrafik· 2020

Serious Little Squid Visuelle Identitéit

by Youjia Gu

Client: MET Creative Brand

A' Design Award an Bronze Winner in Grafik Category

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Verified Award Winner
Verify Award Status for #100470

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Colors

The Design

About Serious Little Squid Visuelle Identitéit

Serious Little Squid ass eng visuell Identitéit, déi fir eng Restaurant-Marque entwéckelt gouf. D'Identitéit baséiert op A Zheng, engem Tintenfësch-Charakter, deen fir stedtesch Büroaarbechter steet. Detailer wéi eng Krawat an en Kappduch maachen den Charakter liicht erkennbar. Den grafeschen Stil orientéiert sech u schwaarz-wäisse Stommfilmer, mat kaltem Humor a einfachen Comic-Szenen. Eng Serie vun Illustratiounen mam Numm "Inner Theater" stellt den Alldag an enger Grousstad duer. D'Zil ass et, en positiven Marke-Toun opzebauen an eng enke Bezéiung zu jonke Konsumenten ze schafen.

The Recognition

About the A' Design Award an Bronze

Serious Little Squid Visuelle Identitéit ass e Gewënner vum A' Design Award an Bronze, enger héich prestigiéiser Unerkennung, déi un erausragend Designe vergi gëtt, déi sech duerch Kreativitéit, Erfindungsgab a Schlauheet ausgezeechnen. Bronze-Gewënner si voll Fäegkeet a opfälleg kreativ Wierker, déi déi grouss Erfahrung, d'Fantasie an d'Ressourceréichtum vun hire Designer bestätegen. Et gëtt erwaart, datt Serious Little Squid Visuelle Identitéit e héich geschätzt, bewonnert a beléifte Géigestand ass, bemierkenswäert professionell an innovativ. Dëst mam Bronze ausgezeechent Design integréiert déi beschte Praktike vun der Konscht, der Wëssenschaft, vum Design an der Technologie an zeechent sech duerch Opmierksamkeet fir Detailer aus. Serious Little Squid Visuelle Identitéit erfëllt Bedierfnesser exzellent, beréiert Wënsch, bezauberet Gefiller an erweckt Neigierecht.

Behind the Design

Press Kit

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

Unique Properties: In this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
Dimensions & Packaging: The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
Production Technology: Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
Design Challenge: Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
Research: Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
Inspiration: With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
Project Duration: The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
Operation Flow: In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
Patents: Copyrights belong to Youjia Gu, 2019.
Team Members: Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.