Pure Green Chizindikiro Chowoneka by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 Mphoto ya Chitsulo ya A' Design Award in Mapangidwe a Zithunzi, Zojambulidwa ndi Kulumikizana Mwazithunzi Competition Category.
ChitsuloZithunzi· 2020
Pure Green Chizindikiro Chowoneka
by Xinqi Liu
Client: MET Creative Brand
Mphoto ya Chitsulo ya A' Design Award Winner in Zithunzi Category
Verified Award Winner
Verify Award Status for #100488The Design
About Pure Green Chizindikiro Chowoneka
Pure Green ndi chizindikiro chowoneka cha mtundu wa malo odyera a hotpot ku Chongqing. Utoto wobiriwira wa tsabola watsopano wa hotpot umagwiritsidwa ntchito monga utoto wa mtunduwu, mosiyana ndi utoto wofiira womwe umapezeka kwambiri m'malo ogulitsira a kumeneko. Chithunzi cha munthu chotchedwa Mobee ndicho chizindikiro chachikulu cha mtunduwu. Mobee amaphatikiza gawo lozungulira lopanda tanthauzo loyipa ndi gawo la mtanda losonyeza kukanidwa. Timiyala ta Mahjong timalowa m'malo mwa maonekedwe a nkhope kuti tisonyeze kudzimva, chinsinsi, ndi mphamvu ya moyo. Zizindikiro za mtunduwu zimagwiritsidwa ntchito m'njira ndi zida zosiyanasiyana, ndi cholinga chobweretsa mtunduwu pafupi ndi ogula achinyamata.
The Recognition
About the Mphoto ya Chitsulo ya A' Design Award
Pure Green Chizindikiro Chowoneka ndi mmodzi mwa opambana a Mphoto ya Chitsulo ya A' Design Award, kuzindikirika kolemekezeka komwe kumaperekedwa kwa mapangidwe abwino omwe amakwaniritsa zofunika za akatswiri ndi za makampani zomwe zimayembekezeka kuchokera ku zolengedwa zopangidwa bwino. Opambana a Chitsulo amaonetsa luso lalikulu, ukatswiri wapamwamba, kumvetsetsa kwa akatswiri ndi mphamvu yolenga ya opanga awo. Pure Green Chizindikiro Chowoneka akuyembekezeka kukhala cholengedwa choyamikiridwa kwambiri, chosirira ndi chokondedwa chomwe ndi chothandiza ndi chatsopano. Mapangidwe opambana Mphoto ya Chitsulo ya A' Design Award awa amaphatikiza machitidwe abwino kwambiri a makampani ndipo ali ndi makhalidwe a ukadaulo oyenerera olumikizidwa ndi chidziwitso ndi luso. Pure Green Chizindikiro Chowoneka amalemekezedwa chifukwa cha kusamala kwake ndipo anapangidwa kuti apereke kukonza kwa moyo kumene kumathandiza kusandutsa dziko kukhala malo abwino.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
- Dimensions & Packaging
- The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
- Production Technology
- The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
- Design Challenge
- The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
- Research
- In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
- Inspiration
- The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
- Project Duration
- The project started in July 2019 in Chongqing and finished in December in Chongqing.
- Operation Flow
- Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
- Patents
- Copyrights belong to Xinqi Liu, 2019.
- Team Members
- Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang - Image Credits
- Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.
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