ZhenYue Machiotlahtolli huan Nehnehuiliztli Tlaixnextiliztli by Guangzhou Cheung Ying Design Co. Ltd. is a highly esteemed winner of the very prestigious 2022 Mahuizolli A' Design Award Bronse in Tlacuilolli, Tlacuilolixiptlaliztli ihuan Tlachialtlanonotzaliztli Tlachihchihualiztli Competition Category.
BronseTlacuilolli· 2022
ZhenYue Machiotlahtolli huan Nehnehuiliztli Tlaixnextiliztli
by Guangzhou Cheung Ying Design Co. Ltd.
Client: Guangzhou Cheung Ying Design Co., Ltd.
Mahuizolli A' Design Award Bronse Winner in Tlacuilolli Category
Verified Award Winner
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About ZhenYue Machiotlahtolli huan Nehnehuiliztli Tlaixnextiliztli
ZhenYue ce machiotlahtolli huan nehnehuiliztli tlaixnextiliztli tlachihchiuhtli ipampa aquin quinamaca tlacualli huaqui. In machiotlahtolli quisentlalia in nescayotl huejcauhcayotl otlacaltentli huapalchiquihuitl ihuan ce tlahmachyotl ihcuiliuhtli. In tlahtolmachiotl itoca tlaixnextiliztli mocehcemantoc huan monelohtoc, yeca in tlanechicoliztli neci quen tlacualli huaqui sentlalihtoc icalihtic chiquihuitl. In tlapalli chichiltic-costic monequiltih quen tlapalli tlaixnextiliztli ipampa quinextia in huejcauhcayotl tequitiliztli ihuan totoniliztli. In tlaixnextiliztli mocuiloa ica vector, ihuan monequiltia impan tlacualoyotl tepacholiztli, tlanamacayan callotin, tlanamacayan ipan cemanahuactlahtoltecayotl (online) ihuan tepalehuiliztlahtolli. Teocuitlaixtli huan tlaixmachiotiliztli (screen printing) mocuih ipan tlein ihcuiliuhqui.
The Recognition
About the Mahuizolli A' Design Award Bronse
ZhenYue Machiotlahtolli huan Nehnehuiliztli Tlaixnextiliztli ca in quicuic in Mahuizolli A' Design Award Bronse, hueyi tlamahuizoliztli tlen momaca in cualli tlachihualli in motenehua ipampa yancuic tlamantli, tlamatiliztli ihuan ixtlamatiliztli. In quicuicah Bronse ca tlachihualli in quipia toltecayotl ihuan quinextia in cenca miac nemiliztli ihuan tlamatiliztli intlachihuanime. Ca quinequi in ZhenYue Machiotlahtolli huan Nehnehuiliztli Tlaixnextiliztli ca tlazohtli tlamantli, mahuiztic ihuan cualli. Ni dizayno in quicuic Bronse quipia cualli toltecayotl ihuan quitta in tlen tepiton. ZhenYue Machiotlahtolli huan Nehnehuiliztli Tlaixnextiliztli quipaquiltia in tlacah ihuan quitlamahuiztiltia in intlanequiliz.
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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