Serious Little Squid بصري پېژندنه by Youjia Gu

Serious Little Squid بصري پېژندنه by Youjia Gu is a highly esteemed winner of the very prestigious 2020 د برونز A' Design Award جایزه in د ګرافیکس، انځورګرۍ او لیدنیز اړیکو ډیزاین Competition Category.

برونزګرافیک· 2020

Serious Little Squid بصري پېژندنه

by Youjia Gu

Client: MET Creative Brand

د برونز A' Design Award جایزه Winner in ګرافیک Category

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Colors

The Design

About Serious Little Squid بصري پېژندنه

سیریس لیټل سکویډ (Serious Little Squid) یوه بصري پېژندنه ده چې د یو رستورانت برانډ لپاره جوړه شوې ده. دا پېژندنه د A Zheng په شاوخوا کې جوړه شوې، چې یو د سکویډ کرکټر دی او د ښاري دفتري کارکوونکو استازیتوب کوي. داسې جزیات لکه یوه نیکټای او یو سرپوښ دا کرکټر په اسانۍ سره د پېژندنې وړ ګرځوي. ګرافیکي سبک د تور او سپین چوپ فلمونو پیروي کوي، چې پکې یخ (سرد) طنز او ساده کمیکي منظرې کارول شوي دي. د انځورونو یوه لړۍ چې "داخلي تیاتر" نومېږي، د یو لوی ښار ورځنی ژوند وړاندې کوي. موخه دا ده چې د برانډ لپاره یو مثبت آهنګ رامنځته شي او د ځوانو مصرف کوونکو سره نږدې اړیکه رامنځته شي.

The Recognition

About the د برونز A' Design Award جایزه

Serious Little Squid بصري پېژندنه د برونز A' Design Award جایزې ګټونکی دی، یوه ډېره ویاړلې پېژندنه چې غوره ډیزاینونو ته ورکول کېږي چې په خلاقیت، هوښیارۍ او زیرکتیا ځانګړي دي. د برونز ګټونکي ډېر ماهر او په حیرانوونکي ډول خلاقي آثار دي چې د خپلو ډیزاینرانو پراخ تجربه، تخیل او چارواکتیا تاییدوي. له Serious Little Squid بصري پېژندنه څخه تمه کېږي چې یو ډېر ارزښتناک، ستایل شوی او ګران شی وي چې په پام وړ ډول مسلکي او نوښتګر دی. دا د برونز A' Design Award جایزې ګټونکی ډیزاین په هنر، ساینس، ډیزاین او ټیکنالوژۍ کې غوره کړنلارې یو ځای کوي او د جزیاتو ته د پاملرنې له امله غوره دی. Serious Little Squid بصري پېژندنه اړتیاوې په ښکلي ډول پوره کوي، هیلو ته رسېږي، احساسات ځانته ملګري کوي او لیوالتیا راپاروي.

Behind the Design

Press Kit

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

Unique Properties: In this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
Dimensions & Packaging: The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
Production Technology: Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
Design Challenge: Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
Research: Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
Inspiration: With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
Project Duration: The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
Operation Flow: In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
Patents: Copyrights belong to Youjia Gu, 2019.
Team Members: Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.