Tang Da Li Фирменный стиль by Sxdesign is a highly esteemed winner of the very prestigious 2024 Бронзовая премия A' Design Award in Дизайн графики, иллюстрации и визуальных коммуникаций Competition Category.
БронзоваяГрафика· 2024
Tang Da Li Фирменный стиль
by Sxdesign
Client: Tang Da Li
Бронзовая премия A' Design Award Winner in Графика Category
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- Verified Award Winner
- Verify Award Status for #155667
The Design
About Tang Da Li Фирменный стиль
Tang Da Li — программа фирменного стиля, в которой объединены классические и современные графические элементы. Дизайн отражает многообразие и открытость эпохи династии Тан. Название бренда построено на созвучии слова «тан», которое одновременно отсылает к династии и к сахару, что придаёт имени юмористический оттенок. Персонажи с фресок династии Тан и традиционные орнаментальные рамки сочетаются с современной вёрсткой. Печать выполнена высококачественными методами на материалах, пригодных для переработки. Фирменный стиль применён в плакатах и в упаковке большого и малого форматов.
The Recognition
About the Бронзовая премия A' Design Award
Tang Da Li Фирменный стиль — лауреат Бронзовой премии A' Design Award, весьма престижного признания, присуждаемого выдающимся проектам, отличающимся творческим подходом, изобретательностью и сообразительностью. Обладатели Бронзовой премии — это в полной мере искусные и поразительно творческие произведения, свидетельствующие об огромном опыте, воображении и находчивости их авторов. Ожидается, что Tang Da Li Фирменный стиль станет высокоценимым, вызывающим восхищение и дорогим сердцу объектом, заметно профессиональным и инновационным. Этот проект, получивший Бронзовую премию A' Design Award, воплощает лучшие практики в искусстве, науке, дизайне и технологиях и превосходен вниманием к деталям. Tang Da Li Фирменный стиль прекрасно удовлетворяет потребности, затрагивает желания, очаровывает чувства и пробуждает любопытство.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- This design merges classical and modern, resonating with the Tang Dynasty's diversity and openness, making the brand stand out. It plays on the pun between "Tang" and "sugar", presenting a humorous brand name. Visually, it adopts modern format, incorporating Tang Dynasty murals and traditional frameworks for a vibrant brand impression. Through the synergy of brand name and visuals, this conveys the brand essence and product type, boosts brand recognition, lays a foundation for future marketing.
- Dimensions & Packaging
- Large Package: 150mm X 150mm X 50mm
Small Package: 150mm X 50mm X 50mm
Others can be printed or displayed in various size. - Tags
- Brand Identity, Chinese, Tradition, Tang Dynasty, Poster, Packaging
- Production Technology
- TangDaLi leverages advanced graphic design techniques, juxtaposing Tang Dynasty line-drawing characters with contemporary imagery. Production utilizes sustainable materials, ensuring each physical embodiment of the brand is eco-friendly. The precise execution involves high-quality print technology on recyclable substrates, reflecting the brand’s commitment to environmental responsibility.
- Design Challenge
- The challenge lay in authentically integrating the Tang Dynasty's cultural elements with a modern brand identity without compromising on either. Striking a balance between historical significance and contemporary appeal required extensive research into traditional Chinese art forms, consumer behavior studies, and iterating designs to meet modern ecological and production standards.
- Research
- The research combined historical analysis with modern design trends to create a bridge between past and present. Using surveys and market analysis tools, we identified a gap in brand storytelling that could be filled with rich cultural heritage. Participants included design experts and target consumers. Insights showed a preference for brand experiences that fuse tradition with innovation, significantly impacting the market positioning and societal perception of Chinese cultural brands.
- Inspiration
- Inspired by the cultural richness of the Tang Dynasty, TangDaLi embodies the era’s diversity and openness. The project stemmed from the desire to marry historical resonance with modern vitality. It draws from traditional Chinese motifs, colors, and the poetic pun of “Tang”- sugar and dynasty, bridges modern design, to tell brand story and elicit brand associations, to portray the brand's culture of blending ancient with new and its energetic nature.
- Project Duration
- The project started in April 2023 in Beijing and finished in October 2023 in Beijing.
- Operation Flow
- The design employs the iconic illustrations and typical visual elements, ensuring it's easily recognizable. At the same time, the recombination of traditional and modern introduces a fresh and stimulating aspect, making it memorable. These elements also lay the groundwork for evolving brand stories in future marketing campaigns. These, combined with the brand's name and its pun, pique consumers' curiosity, leading them to experience the Brand's value bridging tradition and modernity.
- Patents
- Copyrights belong to sxdesign
- Team Members
- Illustrations: Luo Ling
Design and Creative: Chen Xu
Wu Fang Bo
Huang Hao
Dr. Zhang Rong
Project: Hao Qian
Lin Hongnan
Liu Beibei
Tian Jianing
Zhou Qian
Ding Yipeng
Li Shulong
Yuan Zhihan
Zhang Mingjie - Image Credits
- Illustrations: Luo Ling
Photos and designs: sxdesign
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