Dragon Alley Hoahoa Tuakiri Waitohu nā Tian Liu and Jiayi Chen

Ko te hoahoa Dragon Alley Hoahoa Tuakiri Waitohu nā Tian Liu and Jiayi Chen he kaitoa whakahirahira o te 2021 A' Design Award Parahi i te Wāhanga Whakataetae Hoahoa Whakairoiro, Whakaahua Ringa me te Whakawhitiwhiti Ataata.

ParahiWhakairoiro· 2021

Dragon Alley Hoahoa Tuakiri Waitohu

nā Tian Liu and Jiayi Chen

Kiritaki: Evil Design Studio

Kaitoa o te A' Design Award Parahi i te Wāhanga Whakairoiro

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Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #111593

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Dragon Alley Hoahoa Tuakiri Waitohu

He hoahoa tuakiri waitohu a Dragon Alley i hangaia mō tētahi wharekai hot pot me tētahi rūma tī e tāpiri ana ki tōna taha. E ahu mai ana te tuakiri i te whakaaro takirua i tangohia mai i ngā pūrākau o Haina. Ka whakaputa te tuakiri o te wharekai i te tukunga mā te tohu whatitiri, he papamuri ngangara pango, me ngā puna reta kaha. Ka whakaputa te tuakiri o te rūma tī i te ārai mā te tohu pakaru puta i ngā kapua, he tae pepa ōkiko, me ngā puna āhua ngāwari ake. Ka honoa ngā tuakiri e rua e ngā whakapaipai kōura kaikai haere. Ko ngā whakamahinga e whai ake nei: ngā kāri pakihi, ngā rārangi kai, ngā panui, ngā kōpaki, me ngā oko tēpu.

Te Whakamihi

Mō te A' Design Award Parahi

Ko Dragon Alley Hoahoa Tuakiri Waitohu te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Dragon Alley Hoahoa Tuakiri Waitohu he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Dragon Alley Hoahoa Tuakiri Waitohu i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: Based on the brand attributes of the spirit of dualism and Chinese mythology, we use it in the entire brand design process. In terms of font identification, it conveys such feelings at intercross and interlard to each other mutually. In terms of design elements, the main elements are "Crack of Thunder"in Dragon Alley and "Burst Through Clouds" in Dragon Alley Inner, the former is vigorous, while the latter is gentle. In terms of color, ink color is used as the main background color in Dragon Alley, while natural paper color as the main background color in Dragon Alley Inner, with gradual change of gold as the element.
Inenga & Pēketanga: Business card:99mm*50mm,
Bag:293mm*136mm,
Folder:480mm*310mm,
Menu:136mm*293mm,
Menu cover:250mm*140mm,
Poster:A2,
Dinner plate:diameter: 200mm,
Self-heating hot pot: 35mm*30mm*25mm,
Tea Caddy:105mm*105mm*150mm,
Oil tank:diameter 40mm*50mm,
Scarf:300mm*300mm
Tūtohu: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Hangarau Whakanao: In terms of design, the software we mainly use are Adobe Illustrator, Photoshop, After Effect and Cinema 4D.

Further more, in the later material production, it uses stamping technology, gravure printing technology, spot color printing and so on, in order to present the brand vision perfectly. In addition, there needs to be special requirements for its printing materials.
Wero Hoahoa: During the project. We have studied the various historical periods of China from ancient times to modern times. How to convert Chinese mythological information into usable font design, Graphic design and pattern design are the most important issues.

At the same time, how to balance the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner is also our main task.
Finally, how to integrate the concept of dragon throughout the brand design is also a problem we need to solve.
Rangahau: First of all, for a new brand, we need to let it have a complete brand story and a deep brand spirit. For business purposes, we need to make consumers recognize the brand, and based on brand value, we need our designers to create meaningful brand content. We have created a complete mythological worldview for Dragon Alley and Dragon Alley Inner, so that the brand has complete story content and visual symbols from beginning to end.

Relying on this complete set of brand visual system and story system, the brand can have a unified way of communication in terms of visual perception, operation and marketing.
Whakaaweawe: We received the project that needed to make the brand design of Dragon Alley Hot Pot and Dragon Alley Inner Tea Room for our client. Dragon Alley has main feature of lively hot pot restaurant, and on the contrary, Dragon Alley Inner corresponds to people's leisure tea time after meals. Chinese living alleys have two special attributes of street life. Based on the spatial differences between the two, the project design seeks to create a sense of contradiction and integration of balance, namely dualism. Emotionally, Dragon Alley represents release, while Dragon Alley Inner immersed in restraint.
Roanga o te Kaupapa: The project began in 2019 in Milan, the overall visual design at the end of May 2020, and the project eventually landed in Chengdu China.
Rerenga Mahi: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Ngā Mema o te Rōpū: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Whakamana Whakaahua: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.