ZhenYue Logotip e Identitat de Marca by Guangzhou Cheung Ying Design Co. Ltd.

ZhenYue Logotip e Identitat de Marca by Guangzhou Cheung Ying Design Co. Ltd. is a highly esteemed winner of the very prestigious 2022 A' Design Award de Bronze in Grafica Competition Category.

BronzeGrafica· 2022

ZhenYue Logotip e Identitat de Marca

by Guangzhou Cheung Ying Design Co. Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award de Bronze Winner in Grafica Category

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Verified Award Winner

Verify Award Status for #137424

View at A' Design Award Press Release Award Badge

Colors

The Design

About ZhenYue Logotip e Identitat de Marca

ZhenYue es un logotip e una identitat de marca creats per un detalhista de produches alimentaris secats. Lo logotip combina la forma d'un tamís tradicional de bambó per l'assecatge amb un motiu tissat. Las letras del nom de la marca son entrelaçadas e ligadas, atal que la disposicion sembla a de produches alimentaris secats amassats dins un tamís. L'irange foguèt causit coma color de la marca per exprimir l'artesanat tradicional e la calor. L'identitat es dessenhada en format vectorial e aplicada a l'embalatge de vendas al detalh, als punts de venda, a las botigas en linha e a la publicitat. Lo folh d'aur e l'estampatge sericigrafic son utilizats suls elements imprimits.

The Recognition

About the A' Design Award de Bronze

ZhenYue Logotip e Identitat de Marca a ganhat la distincion A' Design Award de Bronze, una reconeissença plan prestigiosa acordada a de designs excellents que se destrian per la creativitat, l'engenh e la finessa. Los ganhaires del Bronze son d'artefactes largament abils e sorprenentament creatius que provan la vasta experiéncia, l'imaginacion e l'engenhositat de lors designers. S'espèra que ZhenYue Logotip e Identitat de Marca siá un objècte fòrça considerat, admirat e estimat, notablament professional e innovant. Aqueste design ganhaire de la distincion A' Design Award de Bronze integra las melhoras practicas de l'art, de la sciéncia, del design e de la tecnologia e es excellent per son atencion al detalh. ZhenYue Logotip e Identitat de Marca satisfa esplendidament los besonhs, toca los desirs, encanta los sentiments e interèssa la curiositat.

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..