Dragon Alley Igishushanyo cy'Umwihariko wa Marika by Tian Liu and Jiayi Chen

Dragon Alley Igishushanyo cy'Umwihariko wa Marika by Tian Liu and Jiayi Chen is a highly esteemed winner of the very prestigious 2021 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Amashusho Competition Category.

BuronzeAmashusho· 2021

Dragon Alley Igishushanyo cy'Umwihariko wa Marika

by Tian Liu and Jiayi Chen

Client: Evil Design Studio

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

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Colors

The Design

About Dragon Alley Igishushanyo cy'Umwihariko wa Marika

Dragon Alley ni igishushanyo cy'umwihariko wa marika cyakozwe kuri resitora y'ibiryo bikaranze mu nzuzi (hot pot) hamwe n'icyumba cy'icyayi kiyihuriyeho. Umwihariko ushingiye ku igitekerezo cy'ubugereranyi bubiri (dualism) buvuye mu migani ya Shinwa. Umwihariko wa resitora werekana ubwisanzure binyuze mu ishusho y'inkuba y'umuraba, imbibi y'ibara ry'umukara nk'iwo wa wino, n'inyuguti zifite imbaraga. Umwihariko w'icyumba cy'icyayi werekana kwigenga binyuze mu ishusho y'ibicu bisatura, uburyo busanzwe bw'urupapuro, n'imiterere yoroheje kurushaho. Amabara ya zahabu ahinduka gahoro gahoro ahuza umwihariko wombi. Ibikoresho birimo amakarita y'ubucuruzi, urutonde rw'ibiribwa, poster, imipfundikizo, n'ibikoresho byo kuriraho.

The Recognition

About the Igihembo cya A' Design Award cya Buronze

Dragon Alley Igishushanyo cy'Umwihariko wa Marika 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. Dragon Alley Igishushanyo cy'Umwihariko wa Marika 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. Dragon Alley Igishushanyo cy'Umwihariko wa Marika 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: 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.
Dimensions & Packaging: 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
Tags: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: 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.
Operation Flow: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Team Members: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Image Credits: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.