Serious Little Squid Rikch'ay Sut'inchay by Youjia Gu

Serious Little Squid Rikch'ay Sut'inchay by Youjia Gu is a highly esteemed winner of the very prestigious 2020 A' Design Award Burunsi Premiu in Shuyu Kamay Competition Category.

BurunsiShuyu· 2020

Serious Little Squid Rikch'ay Sut'inchay

by Youjia Gu

Client: MET Creative Brand

A' Design Award Burunsi Premiu Winner in Shuyu Category

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Colors

The Design

About Serious Little Squid Rikch'ay Sut'inchay

Chay Qillqa: "Serious Little Squid" nisqa, huk mikhuna wasi marcapaq rurasqa rikch'ay sut'inchayninmi. Kay sut'inchayqa A Zheng nisqa runapa rikch'aynin patapi ruwasqam, pichus llaqta ukhupi llamk'aq runakunata rikuchin. Corbata hinaspa uma p'acha hina detallekunam kay runa rikch'aynin ñawpaqmanta reqsikunanpaq yanapan. Graficopa estilonqa yana-yuraq ch'in cine-kunamanta qatikun, chiri asikuywan hinaspa pisi comic escena-kunawan. "Ukhu teatro" sutiyuq huk illustración-kuna sirisqan hatun llaqtapi sapa p'unchay kawsayta rikuchin. Munayninqa allin marca tonota sayarichiyta, hinaspa wayna consumidor-kunawan qayllaqta huñunayta.

The Recognition

About the A' Design Award Burunsi Premiu

Serious Little Squid Rikch'ay Sut'inchay A' Design Award Burunsi Premiu mishak kan, jatun yupaychay, kayta mana shuk shina, mushuk yuyaypi, yuyaypi shinallatak chaskik kaypi riksishka diseñukunaman kun. Burunsi mishak kashkakunaka ruray ushayta charik shinallatak mancharina mushuk rurashkakunami, paykunata rurakkunapak achka yachayta, yuyayta shinallatak ruray ushayta rikuchinku. Serious Little Squid Rikch'ay Sut'inchay sinchi yupaychashka, kuyashka shinallatak riksishka shuk ruray kanata munanku, ruray yuyaywan shinallatak mushuk yuyaywan. Kay Burunsi Premiu japishka diseñuka arti, siensia, diseñu shinallatak tekinolojíapi ashtawan alli ruraykunata tantachin shinallatak ima ukumanta rikuypi sumak kan. Serious Little Squid Rikch'ay Sut'inchay mañaykunata alli paktachin, munaykunata llankan, shunkuta kuyachin shinallatak yachayta munayta kallarichin.

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.