Yic Barbecue Market Fitambaran'ny Endrika Ivelany by Youjia Gu

Yic Barbecue Market Fitambaran'ny Endrika Ivelany by Youjia Gu is a highly esteemed winner of the very prestigious 2020 A' Design Award Varahina in Famolavolana Grafika, Sary ary Fifandraisana Ara-tsary Competition Category.

VarahinaGrafika· 2020

Yic Barbecue Market Fitambaran'ny Endrika Ivelany

by Youjia Gu

Client: MET Creative Brand

A' Design Award Varahina Winner in Grafika Category

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The Design

About Yic Barbecue Market Fitambaran'ny Endrika Ivelany

Yic Barbecue Market dia endrika ivelany noforonina ho an'ny trano fisakafoana barbecue iray. Miorina amin'ny feon'ny fanendasana izy io, izay aseho amin'ny hoe Zila, ka mamolavola ny teny filaza (slogan) sy ny rafitra fanoratana midadasika kokoa momba ny tao-kevitra. Misy karakitra biby mpihinam-be antsoina hoe Zila beast izay milaza ny endrika ofisialin'ilay tarana-barotra, misy tarehy mahafinaritra sy vava misokatra. Ny endrika boribory toy ny kintana sy baolina kofehy dia manondro planeta sy habakabaka, hanamafisana ny lohahevitra planeta barbecue. Ny loko volomboasary malefaka sy manga-maitso dia manome endrika mahafinaritra sy maoderina an'ilay endrika ivelany. Ampiharina amin'ny efitrano miakatra 280 metatra toratoetra izy io.

The Recognition

About the A' Design Award Varahina

Nandresy ny A' Design Award Varahina ny famolavolana Yic Barbecue Market Fitambaran'ny Endrika Ivelany, fankasitrahana malaza be omena ny famolavolana miavaka izay mampiavaka ny fahaiza-mamorona, ny fahazotoana ary ny fahamaotinan-tsaina. Ny mpandresy Varahina dia zavatra vita tanana mahay dia mahay ary mamorona mivantana izay manamafy ny traikefa be dia be, ny sarintsaina ary ny fahaizan-kafoy an'ny mpamolavola azy. Andrasana ho zavatra ankasitrahana be, ankafizina ary tiana, mahay amin'ny asa sady vaovao ny famolavolana Yic Barbecue Market Fitambaran'ny Endrika Ivelany. Ity famolavolana nandresy ny A' Design Award Varahina ity dia mitahiry ny fomba fanao tsara indrindra amin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia, ary tsara indrindra amin'ny fitandremana ny antsipirihany. Ny famolavolana Yic Barbecue Market Fitambaran'ny Endrika Ivelany dia mahafa-po ny filana tsara, mikasika ny faniriana, mahasarika ny fihetseham-po ary misarika ny fahalianana.

Behind the Design

Press Kit

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

Unique Properties: In order to distinguish itself from the traditional barbecue shop, designers carried out strategy output and IP creation for the whole brand of Yic BBQ Market. At the same time, they have also carried out brand differentiation positioning, through the cross-border integration of IP and space, to create a unique brand image. Therefore, this case is not only a barbecue shop, but also an alien small dinosaur IP trend shop.
Dimensions & Packaging: The project covers a total of 280 square meters. The concept of "barbecue planet" is created through planet, space, aerospace and other elements in space to give consumers immersive real sensory experience.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Barbecue, Planet Space Station
Production Technology: The design of Yic BBQ Market starts from the auditory part of the five senses experience, and extracts the sound of barbecue as the main line throughout the brand and the basis of the construction of copywriting system. Designers hope to use the voice heard in the process of "Zila" consumer experience as the starting point of their design to build the auditory experience of the whole scene.
Design Challenge: If the brand wants to reach the consumers' heart accurately, it needs a spokesperson who takes IP as the carrier and speaks out. Barbecue is about the pleasure of eating meat, so the designers have designed Zila beast, a small monster image of eating meat. Its appearance is cute, with an opening mouth indicates its identity is a carnivore.
Research: When hearing the sound like "Zila" everyone can think of Yic Barbecue Market. This is not only the sound of grilled meat, but also the sound of heartbeats. Therefore, the brand's slogan "love is Zila Zila" describes the common points of love and barbecue. In this direction, through a series of copywriting system to create close to the emotional needs and psychology of female consumers.
Inspiration: Yic BBQ Market focuses on the female groups who love to eat, play and have a passion for life, it strives to satisfy new and interesting user experiences and enjoy high cost-effective enjoyment, creating a lovely and fashionable "barbecue planet" theme interactive IP restaurant.
Project Duration: The project started in October 2018 in Suqian and finished in December 2018 in Suqian.
Operation Flow: On the touch line of in store consumption, designers have also created an eye-catching space sense IP punch point, as well as an open file area, implanting interesting copywriting, such as "the beauty of under the moon is unparalleled, eating meat tonight is not fat" and other emotional interactions with consumers.
Patents: Copyrights belong to Youjia Gu, 2018
Team Members: Youjia Gu
Yun Liu
Siyu Xu
Lei Chen
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Yic, 2018.
Image #2: Photographer MET Creative Brand, Yic, 2018.
Image #3: Photographer MET Creative Brand, Yic, 2018.
Image #4: Photographer MET Creative Brand, Yic, 2018.
Image #5: Photographer MET Creative Brand, Yic, 2018.