Avant Modern Cuisine ब्राण्ड-पहचान by Jiawei Wu is a highly esteemed winner of the very prestigious 2022 A' Design Award कांस्यपुरस्कारः in आलेखिका, चित्रण एवं दृश्य सम्प्रेषण अभिकल्पना Competition Category.
कांस्यम्आलेखिका· 2022
Avant Modern Cuisine ब्राण्ड-पहचान
by Jiawei Wu
Client: Jiawei Wu Design
A' Design Award कांस्यपुरस्कारः Winner in आलेखिका Category
Verified Award Winner
Verify Award Status for #137847The Design
About Avant Modern Cuisine ब्राण्ड-पहचान
अवान् नामकम् उत्कृष्टं भोजनालयं चीनदेशे विद्यते। अस्य ब्राण्डिंग-अवधारणा स्वामिनां विदेशीय-अनुभवस्य उपयोगेन ग्राहकेभ्यः विशिष्टाः स्मृतीः प्रदाति येन ते यात्रायाः अनुभूतिं प्राप्नुवन्ति। पारपत्रवत् निर्मितेन भोजनपत्रेण आरभ्यते। प्रत्येकं भोजनं समाप्य ग्राहकाः एकं वैयक्तिकृतं प्रवेशपत्रं प्राप्नुवन्ति यत् प्रत्येकस्य व्यञ्जनस्य पृष्ठतः विशिष्ट-प्रेरणानुसारं नगरेभ्यः स्मृतीनां च अनुरूपं निर्मितम् अस्ति। कोविड-महामार्याः कारणतः यात्रा-निरोधकाले इयं भोजनानुभवः अत्यन्तं लोकप्रियः अभवत्।
The Recognition
About the A' Design Award कांस्यपुरस्कारः
Avant Modern Cuisine ब्राण्ड-पहचान A' Design Award कांस्यपुरस्कारस्य विजेता अस्ति; अयम् उच्चप्रतिष्ठितः सम्मानः सृजनशीलतया उद्भावनकौशलेन तीक्ष्णप्रज्ञया च विशिष्टेभ्य उत्कृष्टेभ्योऽभिकल्पेभ्यो दीयते। कांस्यविजेतारः प्रचुरकौशलयुक्ता उल्लेखनीयतया सृजनशीलाश्च शिल्पकृतयः सन्ति, याः स्वाभिकल्पकानां विपुलम् अनुभवं कल्पनाशक्तिं साधनसम्पन्नतां च प्रमाणयन्ति। Avant Modern Cuisine ब्राण्ड-पहचान अत्यन्तं मूल्यवान् प्रशंसितः प्रियश्च पदार्थः, उल्लेखनीयतया व्यावसायिको नवोन्मेषयुक्तश्च भविष्यतीति प्रत्याशा क्रियते। A' Design Award कांस्यपुरस्कारं जितवद् एतद् अभिकल्पकार्यं कलाविज्ञानाभिकल्पप्रौद्योगिकीनां श्रेष्ठतमाः पद्धतीः समावेशयति सूक्ष्मांशेषु ध्यानाच्च उत्कृष्टम् अस्ति। Avant Modern Cuisine ब्राण्ड-पहचान अस्माकम् आवश्यकताः सुन्दरं पूरयति, कामनाः स्पृशति, भावान् मोहयति, जिज्ञासां चाकर्षयति।
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
- Dimensions & Packaging
- The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
- Tags
- Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
- Production Technology
- All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
- Design Challenge
- A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
- Research
- The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
- Inspiration
- The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
- Project Duration
- The project started in July 2020 in China and finished in March 2021.
- Operation Flow
- Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
- Patents
- Copyright belong to Jiawei Wu,2022
- Team Members
- Jiawei Wu
- Image Credits
- Jiawei Wu_Designer
Guanzhong Qiu_Photographer
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