The Wild Caltequitl Ixiptlayotl by Chao Xu

The Wild Caltequitl Ixiptlayotl by Chao Xu is a highly esteemed winner of the very prestigious 2020 Mahuizolli A' Design Award Tepoztli in Tlacuilolli, Tlacuilolixiptlaliztli ihuan Tlachialtlanonotzaliztli Tlachihchihualiztli Competition Category.

TepoztliTlacuilolli· 2020

The Wild Caltequitl Ixiptlayotl

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

Mahuizolli A' Design Award Tepoztli Winner in Tlacuilolli Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About The Wild Caltequitl Ixiptlayotl

Inin machiyotl tlachihchihualiztli pampa ce yancuic mahuiztic necehuiyancalli, tlaliloc icpac Huangbai tepetl ipan Hunan hueyaltepemaitl. In tequitl quipiya inic monamictiz China huehuetlatlamatiliztli ica Cihuatlampah tozahualiztli ipan machiyotl tlachihchihualiztli. Tlacuiloanimeh oquicuihqueh miectin itlanexticauh yolcameh uan xiuhmeh Huangbai tepetl ihuan oquichihqueh ce aztatl machiyotl ic China huehuetlacuiloliztli, in aztatl iihhuiyo omozcalihqueh ipan tlacuilolnechicolli. Inin tlapehpechhualiztli hueliti quichichihua nochi nepapan yolcameh uan xiuhmeh ca onoqueh tepetl ipan, ihuan mochihqueh nochi tlachihchihualiztlamantli nenepanoloca.

The Recognition

About the Mahuizolli A' Design Award Tepoztli

The Wild Caltequitl Ixiptlayotl ca in quicuic in Mahuizolli A' Design Award Tepoztli, tlamahuizoliztli tlen momaca in cualli dizayno in quitlalia in tlen monequi ipan tequitl ihuan tlachihualiztli in quimaca in cualli tlachihualli. In quicuicah Tepoztli quinextia in hueyi tlamatiliztli, toltecayotl ihuan ihuelitiliztli intlachihuanime. Ca quinequi in The Wild Caltequitl Ixiptlayotl ca tlazohtli, mahuiztic, yancuic ihuan motequiuhtia. Ni dizayno in quicuic Tepoztli quihuelitia in tlamatiliztli ihuan quipia chicahualiztli tlen tepoztli. The Wild Caltequitl Ixiptlayotl quicualtia in nemiliztli ihuan quihuelitia in cemanahuac ica cualli.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: This is a brand design for a new luxury resort, which is built on top of Huangbai mountain. We extracted the rich characteristics of animals and plants in that forest and used the feathers of cranes as a pattern. This basic pattern can form all kinds of animals and plants（which exist in the mountain), by applying same pattern through the entire design making this visual identity unified and harmonious.
Dimensions & Packaging: Business card: 90mm x 50mm
Letterhead: 297mm x 210mm
Greeting card: 148mm x 100mm
Tags: branding design, logo, Chinese style, hotel branding, simple
Production Technology: Using traditional Chinese painting:ink painting to create logo, which is a simple but artistic crane. the final products, e.g. business card, greeting card applied gold stamping on special paper, showing a tastefully low key luxury design.
Design Challenge: As the resort building was designed by architects from western country, whereas the site is in china, we need to combine traditional Chinese aesthetic with Western simplicity into branding design.
Research: Team members visited the site Huangbai mountain for three times, during the site visit, took large amount of site photos including unique plants and animals there. those elements finally be used in later stage design. Meanwhile, we did lots of background research on it culture and history aspects, in order to make the design more meaningful and powerful.
Inspiration: Design team applied traditional Chinese aesthetic feeling meanwhile kept its simplicity to the design. The reason to use the crane as a logo, is associated with the dream life that lots of people who choose to live in mountains desired: living idle lives like the cloud and wild crane, there is also a meaning of artistic conception. Designers got inspired by the rich characteristics of wild animals and plants in Huangbai mountain, therefore came up with different icons to represent wild animal and plants by using the same pattern element.
Project Duration: The project started in Jan 2019 in Hangzhou and finished in April 2019 in Hangzhou.
Team Members: Creative director:Chao Xu
Graphic design:Chao Xu