Jie Yi Couture Идентитет на бренд by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 Железна награда A' Design Award in Графички дизајн, илустрација и визуелна комуникација Competition Category.
ЖелезнаГрафика· 2021
Jie Yi Couture Идентитет на бренд
by Yiwen Tu
Client: Jie Yi Couture Studio
Железна награда A' Design Award Winner in Графика Category
Verified Award Winner
Verify Award Status for #109125The Design
About Jie Yi Couture Идентитет на бренд
Jie Yi Couture е идентитет на бренд创ан за студио за висока мода во Шангај. Кинескиот карактер Jie значи да се реши и да се деконструира, додека Yi значи еден, единство и конзистентност. Логото е изградено со кинеска типографија, а делови од карактерите се заменети со симболи на манекен и ножици. Скиците за кројење ги формираат главните визуелни елементи, а нивните линии, кривини и белешки создаваат детален мостар. Идентитетот е применет на пакување понудено во неколку големини. Дизајнот пренесува занаетчиство и услуга за полу-приспособено кроење.
The Recognition
About the Железна награда A' Design Award
Jie Yi Couture Идентитет на бренд е добитник на Железната награда A' Design Award, престижно признание што се доделува на добри дизајни што ги исполнуваат професионалните и индустриските барања очекувани од добро дизајнирани творби. Железните добитници ја покажуваат големата вештина, високата специјализација, стручното разбирање и креативниот капацитет на нивните творци. Се очекува Jie Yi Couture Идентитет на бренд да биде високо ценета, восхитувана и сакана творба што е практична и иновативна. Овој дизајн со Железна награда ги интегрира најдобрите индустриски практики и има компетентни технички карактеристики поврзани со знаење и талент. Jie Yi Couture Идентитет на бренд е почитуван за својата темелност и е дизајниран да го подобри квалитетот на животот и да помогне светот да стане подобро место.
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
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
