Avant Modern Cuisine Бренд идентитет by Jiawei Wu 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
Avant Modern Cuisine Бренд идентитет
by Jiawei Wu
Client: Jiawei Wu Design
Бронзена награда A' Design Award Winner in Графика Category
Verified Award Winner
Verify Award Status for #137847The Design
About Avant Modern Cuisine Бренд идентитет
Avant е ресторан со фина кујна сместен во Кина. Концептот на брендирање ги користи искуствата на сопствениците од странство за да им понуди на клиентите уникатни спомени дека отишле на патување. Започнувајќи со мени кое е дизајнирано да наликува на пасош. По секое јадење, клиентите добиваат персонализирана карта која е дизајнирана според специфичната инспирација зад секое јадење и спомените од градовите. Ова искуство на обедување стана многу популарно кога патувањата беа запрени поради Ковид пандемијата.
The Recognition
About the Бронзена награда A' Design Award
Avant Modern Cuisine Бренд 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 Avant Modern Cuisine Бренд 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. Avant Modern Cuisine Бренд 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
- The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
- Dimensions & Packaging
- The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
- Tags
- Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
- Production Technology
- All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
- Design Challenge
- A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
- Research
- The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
- Inspiration
- The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
- Project Duration
- The project started in July 2020 in China and finished in March 2021.
- Operation Flow
- Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
- Patents
- Copyright belong to Jiawei Wu,2022
- Team Members
- Jiawei Wu
- Image Credits
- Jiawei Wu_Designer
Guanzhong Qiu_Photographer
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