Lord Qu Visuele Identiteit by Siyu Xu is a highly esteemed winner of the very prestigious 2020 A' Design Award in Brons in Grafisch, Illustratie en Visuele Communicatie Ontwerp Competition Category.

BronsGrafisch· 2020

Lord Qu Visuele Identiteit

by Siyu Xu

Client: MET Creative Brand

A' Design Award in Brons Winner in Grafisch Category

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Verified Award Winner
Verify Award Status for #100477

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Colors

The Design

About Lord Qu Visuele Identiteit

Lord Qu is een visuele identiteit ontworpen voor een snackmerk in Quzhou, China. De identiteit presenteert de traditionele Chinese voedselcultuur op een moderne manier voor jongere consumenten. Een personage gebaseerd op Confucius vormt het centrale symbool, waarbij de haarknot van het personage is vormgegeven als een gestoomd broodje. Lineaire cartoontekeningen verbinden het personage met historische motieven zoals de vliegende draak, de Confuciustempel en gelukbrengende wolken. Een varkensneus-symbool wordt toegepast op stoommandjes, tafelgerei, lampen en stoelruggen in de restaurantruimte.

The Recognition

About the A' Design Award in Brons

Lord Qu Visuele Identiteit is winnaar van de A' Design Award in Brons, een hoogst prestigieuze erkenning die wordt toegekend aan uitstekende ontwerpen die zich onderscheiden door creativiteit, vindingrijkheid en scherpzinnigheid. Winnaars in Brons zijn ruimschoots vaardige en opvallend creatieve artefacten die de grote ervaring, verbeelding en het vernuft van hun ontwerpers bevestigen. Lord Qu Visuele Identiteit wordt verwacht een hooggewaardeerd, bewonderd en gekoesterd object te zijn dat opmerkelijk professioneel en innovatief is. Dit ontwerp dat de A' Design Award in Brons heeft gewonnen, verwerkt de beste praktijken in kunst, wetenschap, ontwerp en technologie en is uitstekend door zijn aandacht voor detail. Lord Qu Visuele Identiteit bevredigt schitterend behoeften, raakt verlangens, charmeert gevoelens en spreekt de nieuwsgierigheid aan.

Behind the Design

Press Kit

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

Unique Properties: Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.
Dimensions & Packaging: In the application of props, the designers make full use of the pig nose visual hammer, develop the steamer of Lord Qu exclusive pig nose on the tableware, the pig nose lamp and backrest seat in the space, make a deep strong link between the product and the brand, and carry out the exclusive brand design.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
Production Technology: The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.
Design Challenge: How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.
Research: As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.
Inspiration: Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.
Project Duration: The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
Operation Flow: The designers create a story for IP, personify the ingredients in the main products.
Patents: Copyrights belong to Siyu Xu, 2018.
Team Members: Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang
Image Credits: Image #1: Photographer MET Creative Brand, Lord Qu, 2018.
Image #2: Photographer MET Creative Brand, Lord Qu, 2018.
Image #3: Photographer MET Creative Brand, Lord Qu, 2018.
Image #4: Photographer MET Creative Brand, Lord Qu, 2018.
Image #5: Photographer MET Creative Brand, Lord Qu, 2018.