Avant Modern Cuisine د برانډ هویت by Jiawei Wu

Avant Modern Cuisine د برانډ هویت by Jiawei Wu is a highly esteemed winner of the very prestigious 2022 د برونز A' Design Award جایزه in د ګرافیکس، انځورګرۍ او لیدنیز اړیکو ډیزاین Competition Category.

برونزګرافیک· 2022

Avant Modern Cuisine د برانډ هویت

by Jiawei Wu

Client: Jiawei Wu Design

د برونز A' Design Award جایزه Winner in ګرافیک Category

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Verified Award Winner

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Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Avant Modern Cuisine د برانډ هویت

اوانت په چین کې موقعیت لرونکی یو عالی کچې رستورانت دی. د برانډینګ مفهوم د مالکینو د بهرنیو تجربو څخه کار اخلي ترڅو پیرودونکو ته ځانګړې یادونه ورکړي چې دوی په یوه سفر کې دي. په یوه منو سره پیل کیږي چې د پاسپورټ په بڼه ډیزاین شوی دی. د هرې خوړو وروسته، پیرودونکي به یو دودیز شوی ټکټ ترلاسه کړي چې د هرې خواړو شاته د ځانګړي الهام او د ښارونو څخه د یادونو مطابق ډیزاین شوی وي. دا د خوړو تجربه خورا مشهوره شوه کله چې د کوویډ وبا له امله سفرونه ودرول شول

The Recognition

About the د برونز A' Design Award جایزه

Avant Modern Cuisine د برانډ هویت 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 Avant Modern Cuisine د برانډ هویت 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. Avant Modern Cuisine د برانډ هویت 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: The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
Dimensions & Packaging: The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
Tags: Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
Production Technology: All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
Design Challenge: A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
Research: The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
Inspiration: The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
Project Duration: The project started in July 2020 in China and finished in March 2021.
Operation Flow: Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
Team Members: Jiawei Wu
Image Credits: Jiawei Wu_Designer
Guanzhong Qiu_Photographer