Serious Little Squid Fikasihana ara-pahitana by Youjia Gu

Serious Little Squid Fikasihana ara-pahitana 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

Serious Little Squid Fikasihana ara-pahitana

by Youjia Gu

Client: MET Creative Brand

A' Design Award Varahina Winner in Grafika Category

9,186

Verified Award Winner

Verify Award Status for #100470

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Serious Little Squid Fikasihana ara-pahitana

Ny Serious Little Squid dia fikasihana ara-pahitana noforonina ho an'ny marika orin-tsakafo iray. Ny fikasihana dia miorina manodidina an'i A Zheng, endri-panahy horita izay maneho ireo mpiasa ao amin'ny biraom-panjakana any an-tanàn-dehibe. Ireo antsipirihany toy ny fehy-kizo sy fehiloha dia mahatonga ilay endri-panahy ho mora fantatra. Ny fomba an-tsary dia manaraka ny fanaon'ny sarimihetsika mangina mainty sy fotsy, mampiasa vazivazy mangatsiaka sy sehatra tantara an-tsary tsotra. Andiam-pisarihana antsoina hoe "inner theater" no mampiseho ny fiainana andavanandro any amin'ny tanàna lehibe. Ny tanjona dia ny hanangana laha-teny tsara amin'ny marika iray sy fifandraisana akaiky amin'ireo mpanjifa tanora.

The Recognition

About the A' Design Award Varahina

Nandresy ny A' Design Award Varahina ny famolavolana Serious Little Squid Fikasihana ara-pahitana, 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 Serious Little Squid Fikasihana ara-pahitana. 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 Serious Little Squid Fikasihana ara-pahitana 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 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.