Dragon Alley Design de Identidade de Marca por Tian Liu and Jiayi Chen

O design Dragon Alley Design de Identidade de Marca por Tian Liu and Jiayi Chen é um vencedor altamente estimado do prestigioso 2021 A' Design Award de Bronze na Categoria de Competição Design Gráfico, Ilustração e Comunicação Visual.

BronzeGráfico· 2021

Dragon Alley Design de Identidade de Marca

por Tian Liu and Jiayi Chen

Cliente: Evil Design Studio

Vencedor do A' Design Award de Bronze na Categoria Gráfico

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O Design

Sobre Dragon Alley Design de Identidade de Marca

Dragon Alley é um projeto de identidade de marca criado para um restaurante de hot pot e uma casa de chá anexa. A identidade baseia-se na ideia de dualismo extraída da mitologia chinesa. A identidade do restaurante expressa a liberação por meio de um motivo de estrondo de trovão, um fundo preto tinta e formas tipográficas vigorosas. A identidade da casa de chá expressa a contenção por meio de um motivo de raios rompendo as nuvens, um tom natural de papel e formas mais suaves. Detalhes graduais em dourado conectam ambas as identidades. As aplicações incluem cartões de visita, cardápios, cartazes, embalagens e utensílios de mesa.

O Reconhecimento

Sobre o A' Design Award de Bronze

Dragon Alley Design de Identidade de Marca conquistou o A' Design Award de Bronze, um reconhecimento altamente prestigiado atribuído a designs notáveis que se distinguem pela criatividade, engenho e perspicácia. Os vencedores do Bronze são artefactos amplamente habilidosos e surpreendentemente criativos que comprovam a vasta experiência, imaginação e capacidade de iniciativa dos seus designers. Espera-se que Dragon Alley Design de Identidade de Marca seja um objeto muito considerado, admirado e estimado, notavelmente profissional e inovador. Este design vencedor do A' Design Award de Bronze incorpora as melhores práticas em arte, ciência, design e tecnologia e é excelente pela sua atenção ao detalhe. Dragon Alley Design de Identidade de Marca satisfaz esplendidamente necessidades, toca desejos, encanta sentimentos e desperta curiosidade.

Por Trás do Design

Kit de Imprensa

Créditos, membros da equipa e detalhes técnicos fornecidos pelo designer.

Propriedades Únicas: Based on the brand attributes of the spirit of dualism and Chinese mythology, we use it in the entire brand design process. In terms of font identification, it conveys such feelings at intercross and interlard to each other mutually. In terms of design elements, the main elements are "Crack of Thunder"in Dragon Alley and "Burst Through Clouds" in Dragon Alley Inner, the former is vigorous, while the latter is gentle. In terms of color, ink color is used as the main background color in Dragon Alley, while natural paper color as the main background color in Dragon Alley Inner, with gradual change of gold as the element.
Dimensões e Embalagem: Business card:99mm*50mm,
Bag:293mm*136mm,
Folder:480mm*310mm,
Menu:136mm*293mm,
Menu cover:250mm*140mm,
Poster:A2,
Dinner plate:diameter: 200mm,
Self-heating hot pot: 35mm*30mm*25mm,
Tea Caddy:105mm*105mm*150mm,
Oil tank:diameter 40mm*50mm,
Scarf:300mm*300mm
Etiquetas: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Tecnologia de Produção: In terms of design, the software we mainly use are Adobe Illustrator, Photoshop, After Effect and Cinema 4D.

Further more, in the later material production, it uses stamping technology, gravure printing technology, spot color printing and so on, in order to present the brand vision perfectly. In addition, there needs to be special requirements for its printing materials.
Desafio de Design: During the project. We have studied the various historical periods of China from ancient times to modern times. How to convert Chinese mythological information into usable font design, Graphic design and pattern design are the most important issues.

At the same time, how to balance the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner is also our main task.
Finally, how to integrate the concept of dragon throughout the brand design is also a problem we need to solve.
Pesquisa: First of all, for a new brand, we need to let it have a complete brand story and a deep brand spirit. For business purposes, we need to make consumers recognize the brand, and based on brand value, we need our designers to create meaningful brand content. We have created a complete mythological worldview for Dragon Alley and Dragon Alley Inner, so that the brand has complete story content and visual symbols from beginning to end.

Relying on this complete set of brand visual system and story system, the brand can have a unified way of communication in terms of visual perception, operation and marketing.
Inspiração: We received the project that needed to make the brand design of Dragon Alley Hot Pot and Dragon Alley Inner Tea Room for our client. Dragon Alley has main feature of lively hot pot restaurant, and on the contrary, Dragon Alley Inner corresponds to people's leisure tea time after meals. Chinese living alleys have two special attributes of street life. Based on the spatial differences between the two, the project design seeks to create a sense of contradiction and integration of balance, namely dualism. Emotionally, Dragon Alley represents release, while Dragon Alley Inner immersed in restraint.
Duração do Projeto: The project began in 2019 in Milan, the overall visual design at the end of May 2020, and the project eventually landed in Chengdu China.
Fluxo de Operação: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Membros da Equipa: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Créditos de Imagem: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.