Low Classic Marka Rikch'ay by Yaman Hu is a highly esteemed winner of the very prestigious 2021 A' Design Award Fierru Premiu in Shuyu Kamay Competition Category.

FierruShuyu· 2021

Low Classic Marka Rikch'ay

by Yaman Hu

Client: Low Classic

A' Design Award Fierru Premiu Winner in Shuyu Category

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Verified Award Winner

Verify Award Status for #113244

View at A' Design Award Press Release Award Badge

Colors

The Design

About Low Classic Marka Rikch'ay

Low Classic nisqaqa huk sapan p'achakuna markapaq ruwasqa marka rikch'ay kan. Kay rikch'ayqa 1980 watakunapi p'acha rikuchiq qillqakunamanta (fashion magazines) yuyaymanasqa kan. Huk ch'usaq llimp'ikuna (muted color palette) hinaspa grid-ta p'akiq churasqa kaq (layout) hap'ipakusqa kan. Qillqa rikch'ayqa (typography) nisyu jatunchasqa, sumaq k'iwrikuykunawan (elegant curves) tinkusqa kan, chaymi markapa hatun rikuchiy simin (visual language) kan. Qillqasqa hinaspa digital materialkuna kanku, hinaspa posterkuna, redes socialespaq graficokuna, e-mailkuna, web banners ima. Qillqasqa materialkunaqa recycled papelpi ruwakun, mana qhillichaq tinkuykunawan (polluting dyes). Munayninqa ñawpa pacha rikch'ayta (vintage look) sumaq allinchasqa digital forman churayta kan.

The Recognition

About the A' Design Award Fierru Premiu

Low Classic Marka Rikch'ay A' Design Award Fierru Premiu mishak kan, yupaychay, kayta ruray yachak shinallatak industriapak mañaykunata paktachik alli diseñukunaman kun. Fierru mishak kashkakunaka hatun ruray ushayta, hanak yachayta, yachak yuyayta shinallatak ruray kamachiyta rikuchinku. Low Classic Marka Rikch'ay sinchi yupaychashka, kuyashka shinallatak kuyashka ruray, ruranapak alli shinallatak mushuk yuyaypi kanata munanku. Kay Fierru Premiu japishka diseñuka industriapak ashtawan alli ruraykunata tantachin shinallatak yachaywan shinallatak ushaywan tantashka tekniku ushayta charin. Sinchi ruraymanta Low Classic Marka Rikch'ay yupaychashka kan shinallatak kawsayta alliyachik ruraykunata kuypak ruray kan, pachata ashtawan alli kachun ruran.

Behind the Design

Press Kit

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

Unique Properties: Low Classic is establishing its voice as a new designer label by utilizing chic fabrics, classic silhouettes, and innovative details. This project aims to use untypical typography and a bit of quirky aesthetic choice in representing the looking and feel of this brand. The branding materials including both physical and digital products that give a one of a kind holistic view of Low Classic. The way of showing the brand value is providing classic fashionable textures but with creative details.
Dimensions & Packaging: 1920px*1280px
Tags: Identity, digital design, fashion, typography
Production Technology: As all the material of the clothing is 100% organic, the brand collaterals are printed by the recycled paper. The way of Low Classic printing all the collaterals are using recycled paper, there's no environment pollution dye color added.
Design Challenge: There're so many similar minimalists boutique brands on the market, by figuring out using the relatively exaggerated typography and bold layout on the branding campaign.
Research: The rebranding is focused on the detail of the typography, which will be the critical visual language of this brand. As Low Classic is an independent fashion brand, we are trying to escalate the brand value, as the materials are organic, the aesthetic way of representing the brand is using the mute color palette and printing with organic materials.
Inspiration: The brand identity is inspired by the 80s fashion magazine, the color is muted and the layout breaks the grid. As well as the typography is combined with elegant curves. This brand campaign is focusing on digital online platforms. eg. social media, e-mails, and web banners. So that the posters are very neat and bold to catch the user eye to stop by the online shop
Project Duration: The project started at the end of 2019 in New York and finished in mid-2020 in New York.
Operation Flow: The brand is inspired by 80s fashion, by combining the vintage look with refined digital experience, Low Classic is aiming to bring a retro style and redesign it. The brand color choice is always used mute color in the 80s, and the typography is inspired by the fashion magazine font from the 80s. Low Classic has digitized a vintage look to the e-commerce world.
Team Members: Creative Director: Yaman Hu
Designer: Yaman Hu