Yic Barbecue Market Umumenyerekana w'Ikirango by Youjia Gu

Yic Barbecue Market Umumenyerekana w'Ikirango by Youjia Gu is a highly esteemed winner of the very prestigious 2020 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Amashusho Competition Category.

BuronzeAmashusho· 2020

Yic Barbecue Market Umumenyerekana w'Ikirango

by Youjia Gu

Client: MET Creative Brand

Igihembo cya A' Design Award cya Buronze Winner in Amashusho Category

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The Design

About Yic Barbecue Market Umumenyerekana w'Ikirango

Yic Barbecue Market ni umumenyerekana w'ikirango wakozwe ku bw'ikigo cy'ibiribwa cyihariye mu guteka inyama ku muriro (barbecue). Uyu mumenyerekana washinzwe ku murongo w'ijwi ry'iteka ry'inyama, rigaragazwa nka Zila, ryagize uruhare mu gushyiraho interuro nyamukuru y'ikirango ndetse n'uburyo bwose bwo kwandika ubutumwa bw'ikirango. Igikoko gito kirya inyama cyitwa Zila beast nicyo kimenyetso cy'ikirango, gifite mu maso hiza kandi hakinguye. Ibishushanyo bizengurutse nk'inyenyeri n'imipira y'umugozi bigaragaza imibumbe n'ikirere, bishyigikira insanganyamatsiko y'umubumbe w'iteka ry'inyama. Amabara y'icunga y'urumuri hamwe n'ubururu-bwiza atanga uyu mumenyerekana imiterere y'ubushishozi n'ubwiza. Uyu mumenyerekana wakoreshejwe mu byumba by'imbere bifite ubuso bwa metero kare 280.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

Yic Barbecue Market Umumenyerekana w'Ikirango ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. Yic Barbecue Market Umumenyerekana w'Ikirango biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. Yic Barbecue Market Umumenyerekana w'Ikirango ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.

Behind the Design

Press Kit

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

Unique Properties: In order to distinguish itself from the traditional barbecue shop, designers carried out strategy output and IP creation for the whole brand of Yic BBQ Market. At the same time, they have also carried out brand differentiation positioning, through the cross-border integration of IP and space, to create a unique brand image. Therefore, this case is not only a barbecue shop, but also an alien small dinosaur IP trend shop.
Dimensions & Packaging: The project covers a total of 280 square meters. The concept of "barbecue planet" is created through planet, space, aerospace and other elements in space to give consumers immersive real sensory experience.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Barbecue, Planet Space Station
Production Technology: The design of Yic BBQ Market starts from the auditory part of the five senses experience, and extracts the sound of barbecue as the main line throughout the brand and the basis of the construction of copywriting system. Designers hope to use the voice heard in the process of "Zila" consumer experience as the starting point of their design to build the auditory experience of the whole scene.
Design Challenge: If the brand wants to reach the consumers' heart accurately, it needs a spokesperson who takes IP as the carrier and speaks out. Barbecue is about the pleasure of eating meat, so the designers have designed Zila beast, a small monster image of eating meat. Its appearance is cute, with an opening mouth indicates its identity is a carnivore.
Research: When hearing the sound like "Zila" everyone can think of Yic Barbecue Market. This is not only the sound of grilled meat, but also the sound of heartbeats. Therefore, the brand's slogan "love is Zila Zila" describes the common points of love and barbecue. In this direction, through a series of copywriting system to create close to the emotional needs and psychology of female consumers.
Inspiration: Yic BBQ Market focuses on the female groups who love to eat, play and have a passion for life, it strives to satisfy new and interesting user experiences and enjoy high cost-effective enjoyment, creating a lovely and fashionable "barbecue planet" theme interactive IP restaurant.
Project Duration: The project started in October 2018 in Suqian and finished in December 2018 in Suqian.
Operation Flow: On the touch line of in store consumption, designers have also created an eye-catching space sense IP punch point, as well as an open file area, implanting interesting copywriting, such as "the beauty of under the moon is unparalleled, eating meat tonight is not fat" and other emotional interactions with consumers.
Patents: Copyrights belong to Youjia Gu, 2018
Team Members: Youjia Gu
Yun Liu
Siyu Xu
Lei Chen
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Yic, 2018.
Image #2: Photographer MET Creative Brand, Yic, 2018.
Image #3: Photographer MET Creative Brand, Yic, 2018.
Image #4: Photographer MET Creative Brand, Yic, 2018.
Image #5: Photographer MET Creative Brand, Yic, 2018.