Jie Yi Couture Tuakiri Waitohu by Yiwen Tu

Jie Yi Couture Tuakiri Waitohu by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 A' Design Award Rino in Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata Competition Category.

RinoWhakairoiro· 2021

Jie Yi Couture Tuakiri Waitohu

by Yiwen Tu

Client: Jie Yi Couture Studio

A' Design Award Rino Winner in Whakairoiro Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Jie Yi Couture Tuakiri Waitohu

Ko Jie Yi Couture he tuakiri waitohu i hangaia mō tētahi taiwhanga couture kei Shanghai. Ko te tohu Hainamana Jie te tikanga ko te whakaoti me te wetewete, ā, ko Yi te tikanga ko te kotahi, te kotahitanga me te ōrite tonu. Kua hangaia te waitohu mā te tā puka Hainamana, ā, kua whakakapia ētahi wāhanga o ngā tohu ki ngā tohu o te tauira tangata (mannequin) me te kutikuti. Ko ngā tuhinga hoahoa tauira (pattern-making sketches) te huānga ataata matua, ā, mā ō rātou raina, piko me ngā tuhipoka e hanga tētahi tauira taipitopito. Kua whakamahia te tuakiri ki runga i ngā kōpaki e tukuna ana i ngā rahinga rerekē. Ko tā te hoahoa e whakaputa ana ko te mōhio pūkenga me tētahi ratonga tuitui ā-tāngata-hāwhe (semi-custom tailoring).

The Recognition

About the A' Design Award Rino

Ko Jie Yi Couture Tuakiri Waitohu te toa o te A' Design Award Rino, he whakaaetanga whai mana e hoatu ana ki ngā hoahoa pai e whakatutuki ana i ngā hiahia ngaio me te ahumahi e tūmanakohia ana mai i ngā mahi kua hoahoatia pai. Ko ngā toa Rino e whakaatu ana i te pukenga nui, te tohungatanga teitei, te māramatanga mātanga me te kaha auaha o ō rātou kaihanga. E tūmanakohia ana ko Jie Yi Couture Tuakiri Waitohu he mahi whakanuia, whakamīharotia, aroha nui, he whaihua, he auaha hoki. Ko tēnei hoahoa i toa i te Rino e whakakotahi ana i ngā tikanga pai rawa o te ahumahi, ā, he āhuatanga hangarau pūkenga tōna e hono ana ki te mōhio me te pūmanawa. E whakahonoretia ana a Jie Yi Couture Tuakiri Waitohu mō tōna tōtika, ā, i hoahoatia hei whakapai ake i te kounga o te oranga me te āwhina i te ao kia pai ake.

Behind the Design

Press Kit

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

Unique Properties: Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency.
Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux
Dimensions & Packaging: The packaging shown is offered in a variety of sizes and iterations based on the product.
Tags: Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
Production Technology: Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
Design Challenge: The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
Research: To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
Inspiration: Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
Project Duration: The project started in August 2018 in Shanghai and finished in January 2020 in New York.
Operation Flow: Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo.
As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element.
Team Members: Independent
Image Credits: Yiwen Tu, 2020