Avant Modern Cuisine ອັດຕະລັກຂອງຍີ່ຫໍ້ by Jiawei Wu is a highly esteemed winner of the very prestigious 2022 A' Design Award ລະດັບທອງສຳລິດ in ການອອກແບບກຣາຟິກ, ພາບປະກອບ ແລະ ການສື່ສານດ້ວຍພາບ Competition Category.
ທອງສຳລິດກຣາຟິກ· 2022
Avant Modern Cuisine ອັດຕະລັກຂອງຍີ່ຫໍ້
by Jiawei Wu
Client: Jiawei Wu Design
A' Design Award ລະດັບທອງສຳລິດ Winner in ກຣາຟິກ Category
Verified Award Winner
Verify Award Status for #137847The Design
About Avant Modern Cuisine ອັດຕະລັກຂອງຍີ່ຫໍ້
Avant ແມ່ນຮ້ານອາຫານລະດັບສູງທີ່ຕັ້ງຢູ່ໃນປະເທດຈີນ. ແນວຄວາມຄິດດ້ານການສ້າງຍີ່ຫໍ້ນຳໃຊ້ປະສົບການຕ່າງປະເທດຂອງເຈົ້າຂອງເພື່ອມອບຄວາມຊົງຈຳອັນເປັນເອກະລັກແກ່ລູກຄ້າວ່າພວກເຂົາໄດ້ຜ່ານການເດີນທາງມາແລ້ວ. ເລີ່ມຕົ້ນດ້ວຍເມນູອາຫານທີ່ຖືກອອກແບບໃຫ້ຄ້າຍຄືໜັງສືຜ່ານແດນ. ຫຼັງຈາກແຕ່ລະມື້ອາຫານ, ລູກຄ້າຈະໄດ້ຮັບປີ້ທີ່ອອກແບບເປັນພິເສດຕາມແຮງບັນດານໃຈສະເພາະຂອງແຕ່ລະອາຫານ ແລະ ຄວາມຊົງຈຳຈາກເມືອງຕ່າງໆ. ປະສົບການການຮັບປະທານອາຫານນີ້ໄດ້ຮັບຄວາມນິຍົມຢ່າງຫຼວງຫຼາຍເມື່ອການເດີນທາງຖືກຢຸດຊົ່ວຄາວເນື່ອງຈາກການລະບາດຂອງໂຄວິດ
The Recognition
About the A' Design Award ລະດັບທອງສຳລິດ
Avant Modern Cuisine ອັດຕະລັກຂອງຍີ່ຫໍ້ ແມ່ນຜູ້ຊະນະ A' Design Award ລະດັບທອງສຳລິດ ເຊິ່ງເປັນການຍອມຮັບທີ່ມີກຽດສູງສຳລັບການອອກແບບທີ່ໂດດເດັ່ນ ເຊິ່ງມີລັກສະນະເດັ່ນດ້ວຍຄວາມຄິດສ້າງສັນ ຄວາມຫຼັກແຫຼມ ແລະ ຄວາມຄົມຄາຍ. ຜູ້ຊະນະລະດັບທອງສຳລິດແມ່ນຜົນງານທີ່ມີທັກສະພຽງພໍ ແລະ ສ້າງສັນຢ່າງໂດດເດັ່ນ ທີ່ຢືນຢັນປະສົບການອັນກວ້າງຂວາງ ຈິນຕະນາການ ແລະ ຄວາມສາມາດຂອງຜູ້ອອກແບບ. Avant Modern Cuisine ອັດຕະລັກຂອງຍີ່ຫໍ້ ຖືກຄາດວ່າຈະເປັນສິ່ງຂອງທີ່ໄດ້ຮັບການຍົກຍ້ອງສູງ ໜ້າຊົມເຊີຍ ແລະ ເປັນທີ່ຮັກແພງ ທີ່ເປັນມືອາຊີບ ແລະ ມີນະວັດຕະກຳຢ່າງໂດດເດັ່ນ. ການອອກແບບທີ່ຊະນະລະດັບທອງສຳລິດນີ້ນຳໃຊ້ວິທີປະຕິບັດທີ່ດີທີ່ສຸດໃນດ້ານສິລະປະ ວິທະຍາສາດ ການອອກແບບ ແລະ ເຕັກໂນໂລຊີ ແລະ ດີເລີດໃນການເອົາໃຈໃສ່ລາຍລະອຽດ. Avant Modern Cuisine ອັດຕະລັກຂອງຍີ່ຫໍ້ ຕອບສະໜອງຄວາມຕ້ອງການຢ່າງດີເລີດ ສຳຜັດຄວາມປາດຖະໜາ ດຶງດູດຄວາມຮູ້ສຶກ ແລະ ກະຕຸ້ນຄວາມຢາກຮູ້ຢາກເຫັນ.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
- Dimensions & Packaging
- The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
- Tags
- Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
- Production Technology
- All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
- Design Challenge
- A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
- Research
- The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
- Inspiration
- The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
- Project Duration
- The project started in July 2020 in China and finished in March 2021.
- Operation Flow
- Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
- Patents
- Copyright belong to Jiawei Wu,2022
- Team Members
- Jiawei Wu
- Image Credits
- Jiawei Wu_Designer
Guanzhong Qiu_Photographer
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