Avant Modern Cuisine Брэндийн дүр төрх by Jiawei Wu

Avant Modern Cuisine Брэндийн дүр төрх by Jiawei Wu is a highly esteemed winner of the very prestigious 2022 A' Design Award Хүрэл шагнал in График, зураглал ба визуал харилцааны дизайн Competition Category.

ХүрэлГрафик· 2022

Avant Modern Cuisine Брэндийн дүр төрх

by Jiawei Wu

Client: Jiawei Wu Design

A' Design Award Хүрэл шагнал Winner in График Category

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Verified Award Winner

Verify Award Status for #137847

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Avant Modern Cuisine Брэндийн дүр төрх

Avant бол Хятадад байрладаг дээд зэрэглэлийн ресторан юм. Брэндийн концепци нь эзэмшигчдийн гадаад орнуудад олж авсан туршлагыг ашигласан бөгөөд үйлчлүүлэгчдэд аялал хийсэн мэт өвөрмөц дурсамж санал болгодог. Паспорт шиг харагдахаар дизайн хийсэн цэснээс эхлээд, хоол барих бүрт үйлчлүүлэгчид тухайн хоолны цаад санаа болон хотуудын дурсамжид тулгуурласан тусгай тасалбар авдаг. Ковид цар тахлын улмаас аялал зам зогссон үед энэ хооллолтын туршлага маш их алдартай болсон байна.

The Recognition

About the A' Design Award Хүрэл шагнал

Avant Modern Cuisine Брэндийн дүр төрх нь A' Design Award Хүрэл шагналын ялагч бөгөөд бүтээлч чанар, овсгоо, цэцэн ухаанаараа ялгарсан шилдэг загварт олгодог маш нэр хүндтэй хүлээн зөвшөөрөлт юм. Хүрэл ялагчид бол хангалттай ур чадвартай, гайхалтай бүтээлч ажил бөгөөд зохион бүтээгчдийн өргөн туршлага, төсөөлөл, самбаатай байдлыг баталдаг. Avant Modern Cuisine Брэндийн дүр төрх нь өндөр үнэлэгдсэн, биширсэн, хайрласан зүйл, мэдэгдэхүйц мэргэжлийн, шинэлэг байх болно гэж хүлээгддэг. Хүрэл шагнал хүртсэн энэ загвар нь урлаг, шинжлэх ухаан, загвар, технологийн шилдэг туршлагыг шингээж, нарийн ширийнд анхаарал хандуулснаараа тод юм. Avant Modern Cuisine Брэндийн дүр төрх хэрэгцээг гайхалтай хангаж, хүслийг хөндөж, сэтгэл хөдлөлийг байлдан дагуулж, сониуч занг татдаг.

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.
Team Members: Jiawei Wu
Image Credits: Jiawei Wu_Designer
Guanzhong Qiu_Photographer