Pure Green อัตลักษณ์ทางสายตา by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 A' Design Award ລະດັບເຫຼັກ in ການອອກແບບກຣາຟິກ, ພາບປະກອບ ແລະ ການສື່ສານດ້ວຍພາບ Competition Category.
ເຫຼັກກຣາຟິກ· 2020
Pure Green อัตลักษณ์ทางสายตา
by Xinqi Liu
Client: MET Creative Brand
A' Design Award ລະດັບເຫຼັກ Winner in ກຣາຟິກ Category
Verified Award Winner
Verify Award Status for #100488The Design
About Pure Green อัตลักษณ์ทางสายตา
Pure Green ແມ່ນອັດຕະລັກສະນ໌ທາງສາຍຕາສຳລັບແບຣນຮ້ານໜໍ້ໄຟ (hotpot) ໃນເມືອງຈົງຊິ່ງ. ສີຂຽວຂອງໜໍ້ໄຟພິກໄທສົດຖືກນຳມາໃຊ້ເປັນສີປະຈຳແບຣນ, ເພື່ອສ້າງຄວາມແຕກຕ່າງກັບສີແດງທີ່ພົບເຫັນທົ່ວໄປໃນຕະຫຼາດທ້ອງຖິ່ນ. ຮູບຕົວລະຄອນທີ່ມີຊື່ວ່າ Mobee ເປັນສັນຍາລັກຫຼັກຂອງອັດຕະລັກສະນ໌ນີ້. Mobee ປະກອບດ້ວຍວົງມົນໃນລັກສະນະບວກ ແລະ ອົງປະກອບຮູບກາກະບາດໃນລັກສະນະລົບ. ແຜ່ນມາຈ້ອງ (Mahjong) ຖືກນຳມາໃຊ້ແທນລັກສະນະໜ້າຕາ ເພື່ອສະແດງອອກເຖິງຄວາມເປັນເອກະລາດ, ຄວາມລຶກລັບ ແລະ ພະລັງງານມີຊີວິດຊີວາ. ສັນຍາລັກຂອງແບຣນຖືກນຳໄປປະຍຸກໃຊ້ໃນຫຼາຍຮູບແບບ ແລະ ສື່ຕ່າງໆ, ໂດຍມີເປົ້າໝາຍເພື່ອສ້າງຄວາມໃກ້ຊິດລະຫວ່າງແບຣນກັບຜູ້ບໍລິໂພກໄວໜຸ່ມ.
The Recognition
About the A' Design Award ລະດັບເຫຼັກ
Pure Green อัตลักษณ์ทางสายตา ແມ່ນຜູ້ຊະນະ A' Design Award ລະດັບເຫຼັກ ເຊິ່ງເປັນການຍອມຮັບທີ່ມີກຽດສຳລັບການອອກແບບທີ່ດີ ທີ່ຕອບສະໜອງຄວາມຕ້ອງການທາງວິຊາຊີບ ແລະ ອຸດສາຫະກຳທີ່ຄາດຫວັງຈາກຜົນງານທີ່ອອກແບບມາຢ່າງດີ. ຜູ້ຊະນະລະດັບເຫຼັກສະແດງເຖິງທັກສະອັນຍິ່ງໃຫຍ່ ຄວາມຊຳນານສະເພາະສູງ ຄວາມເຂົ້າໃຈຂອງຜູ້ຊ່ຽວຊານ ແລະ ຄວາມສາມາດໃນການສ້າງສັນຂອງຜູ້ສ້າງ. Pure Green อัตลักษณ์ทางสายตา ຖືກຄາດວ່າຈະເປັນຜົນງານທີ່ໄດ້ຮັບການຍົກຍ້ອງສູງ ໜ້າຊົມເຊີຍ ແລະ ເປັນທີ່ຮັກແພງ ທີ່ໃຊ້ງານໄດ້ຈິງ ແລະ ມີນະວັດຕະກຳ. ການອອກແບບທີ່ຊະນະລະດັບເຫຼັກນີ້ລວມວິທີປະຕິບັດທີ່ດີທີ່ສຸດຂອງອຸດສາຫະກຳ ແລະ ມີຄຸນລັກສະນະທາງເຕັກນິກທີ່ມີຄວາມສາມາດ ເຊື່ອມໂຍງກັບຄວາມຮູ້ ແລະ ພອນສະຫວັນ. Pure Green อัตลักษณ์ทางสายตา ໄດ້ຮັບການເຄົາລົບສຳລັບຄວາມລະອຽດຮອບຄອບ ແລະ ຖືກອອກແບບເພື່ອປັບປຸງຄຸນນະພາບຊີວິດ ຊ່ວຍເຮັດໃຫ້ໂລກເປັນບ່ອນທີ່ດີຂຶ້ນ.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
- Dimensions & Packaging
- The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
- Production Technology
- The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
- Design Challenge
- The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
- Research
- In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
- Inspiration
- The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
- Project Duration
- The project started in July 2019 in Chongqing and finished in December in Chongqing.
- Operation Flow
- Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
- Patents
- Copyrights belong to Xinqi Liu, 2019.
- Team Members
- Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang - Image Credits
- Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.
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