ZhenYue Лого и брендинг идентитет by Guangzhou Cheung Ying Design Co. Ltd. is a highly esteemed winner of the very prestigious 2022 Бронзена награда A' Design Award in Графички дизајн, илустрација и визуелна комуникација Competition Category.
БронзенаГрафика· 2022
ZhenYue Лого и брендинг идентитет
by Guangzhou Cheung Ying Design Co. Ltd.
Client: Guangzhou Cheung Ying Design Co., Ltd.
Бронзена награда A' Design Award Winner in Графика Category
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- Verified Award Winner
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The Design
About ZhenYue Лого и брендинг идентитет
ZhenYue е лого и брендинг идентитет создаден за продавач на сушена храна. Логото ја комбинира формата на традиционално бамбусово сито за сушење со ткаен мотив. Буквите од името на брендот се преплетени и поврзани, така што распоредот наликува на сушена храна собрана во сито. Портокаловата боја е избрана како боја на брендот за да изрази традиционален занает и топлина. Идентитетот е изработен во векторски формат и е применет на малопродажната амбалажа, продажните места, онлајн продавниците и рекламирањето. На печатените материјали се користат златна фолија и сито-печат.
The Recognition
About the Бронзена награда A' Design Award
ZhenYue Лого и брендинг идентитет е добитник на Бронзената награда A' Design Award, високо престижно признание што се доделува на извонредни дизајни што се одликуваат со креативност, генијалност и лукавост. Бронзените добитници се доволно вешти и воодушевувачки креативни творби што го потврдуваат огромното искуство, имагинација и снаодливост на нивните дизајнери. Се очекува ZhenYue Лого и брендинг идентитет да биде високо ценет, восхитуван и сакан предмет, значајно професионален и иновативен. Овој дизајн со Бронзена награда ги вклучува најдобрите практики во уметноста, науката, дизајнот и технологијата и се одликува со внимание кон деталите. ZhenYue Лого и брендинг идентитет одлично ги задоволува потребите, ги допира желбите, ги маѓепсува чувствата и ја буди љубопитноста.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- ZhenYue is a dried foods retailer with the aim of restore the essence of food. In order to better empower the new consumption experience of the company and strengthen the stickiness between consumers and the brand, the new brand standard color selects orange, which is conveys the traditional craftsmanship and enthusiastic visual language of the product. Through the visual combination of the new logo and extended graphics, the overall vision brings a strong penetrating power, which is unified and stylish, and further enhances consumer confidence.
- Dimensions & Packaging
- The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
- Tags
- Logo, Branding, Packaging, Visual Identity, Graphic Design
- Production Technology
- Logo and graphics are adapted in many scenes, such as business card, badge, notebook, gift package, canvas bag, etc. The process involves foil gold, screen printing.
- Design Challenge
- The difficulty of the work is that the brand has a wide range of dried foods products, and hundreds of products with design issues such as blurred labels, inconsistent packaging, and visual inconsistency in the overall image. Therefore, the new image upgrade design must be flexible enough to support different audiences and category diversity.
- Research
- In-depth research was conducted on the production process of traditional dried foods. In addition, the understanding and needs of dried foods in the daily life of the city and its people were analyzed. All this makes us clear the direction of brand upgrade. It redefines the essence of the brand, its differentiated attributes, values, the personality archetype of the brand and its main purpose. A design system that simultaneously displays the overall image of the brand and the unique attributes of the product is constructed.
- Inspiration
- As one of the characteristic traditional crafts in China, the most significant feature of dried foods is that it is dehydrated by slow drying in the sun. Therefore, in the design of the new brand logo, the traditional bamboo sieve drying form and the weaving process are combined, and the brand name letters "z, h, e, n, y, u, e " are interspersed and linked to each other, so that the arrangement form of each letter makes it look like the collection of different dried foods in the bamboo sifter, which interprets the connotation of the brand name of " ZhenYue ", and brings out the beautiful meaning of " ZhenYue Selection, High-quality Gathering" as a whole.
- Project Duration
- The project started in June 2020 in Guangzhou and finished in September 2021 in Guangzhou.
- Operation Flow
- The new brand identity is designed for product retail packaging, sales outlets, online stores and advertising.
- Team Members
- Creative Director: Zhiji Dong
Designer: Lu Gu - Image Credits
- Guangzhou Cheung Ying Design Co., Ltd..
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