Low Classic Tuakiri Waitohu by Yaman Hu 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

Low Classic Tuakiri Waitohu

by Yaman Hu

Client: Low Classic

A' Design Award Rino Winner in Whakairoiro Category

13,661

Verified Award Winner

Verify Award Status for #113244

View at A' Design Award Press Release Award Badge

Colors

The Design

About Low Classic Tuakiri Waitohu

He tuakiri waitohu a Low Classic i hangaia mō tētahi tapanga ahua kākahu motuhake. Ko te tuakiri e whakaawehia ana e ngā moheni ahua kākahu o ngā tau 1980. Ka whakamahia he kāhui tae māhorahora me tētahi whakatakotoranga e wāhi ana i te matiti. Ko te tā puka kua whakanuia me te hono ki ngā piko ātaahua, ā, ka hanga i te reo ataata matua o te tapanga. Kei roto ngā rauemi tā me ngā rauemi mati, pēnei i ngā pouaka pānui, ngā whakaahua pāpāho pāpori, ngā īmēra me ngā rīpene tukutuku. Ka mahia ngā tāonga tā i runga i te pepa hangaia anō, kāore he waikano poke. Ko te whāinga kia hoatu he āhua onamata ki tētahi hōputu mati kua whakapaipaitia.

The Recognition

About the A' Design Award Rino

Ko Low Classic 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 Low Classic 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 Low Classic 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: Low Classic is establishing its voice as a new designer label by utilizing chic fabrics, classic silhouettes, and innovative details. This project aims to use untypical typography and a bit of quirky aesthetic choice in representing the looking and feel of this brand. The branding materials including both physical and digital products that give a one of a kind holistic view of Low Classic. The way of showing the brand value is providing classic fashionable textures but with creative details.
Dimensions & Packaging: 1920px*1280px
Tags: Identity, digital design, fashion, typography
Production Technology: As all the material of the clothing is 100% organic, the brand collaterals are printed by the recycled paper. The way of Low Classic printing all the collaterals are using recycled paper, there's no environment pollution dye color added.
Design Challenge: There're so many similar minimalists boutique brands on the market, by figuring out using the relatively exaggerated typography and bold layout on the branding campaign.
Research: The rebranding is focused on the detail of the typography, which will be the critical visual language of this brand. As Low Classic is an independent fashion brand, we are trying to escalate the brand value, as the materials are organic, the aesthetic way of representing the brand is using the mute color palette and printing with organic materials.
Inspiration: The brand identity is inspired by the 80s fashion magazine, the color is muted and the layout breaks the grid. As well as the typography is combined with elegant curves. This brand campaign is focusing on digital online platforms. eg. social media, e-mails, and web banners. So that the posters are very neat and bold to catch the user eye to stop by the online shop
Project Duration: The project started at the end of 2019 in New York and finished in mid-2020 in New York.
Operation Flow: The brand is inspired by 80s fashion, by combining the vintage look with refined digital experience, Low Classic is aiming to bring a retro style and redesign it. The brand color choice is always used mute color in the 80s, and the typography is inspired by the fashion magazine font from the 80s. Low Classic has digitized a vintage look to the e-commerce world.
Team Members: Creative Director: Yaman Hu
Designer: Yaman Hu