Pure Green Primary Function: ᱧᱮᱞ ᱯᱟᱨᱤᱪᱟᱭ (Visual Identity) by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱞᱚᱦᱟᱜᱨᱟᱯᱷᱤᱠ· 2020
Pure Green Primary Function: ᱧᱮᱞ ᱯᱟᱨᱤᱪᱟᱭ (Visual Identity)
by Xinqi Liu
Client: MET Creative Brand
A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱜᱨᱟᱯᱷᱤᱠ Category
Verified Award Winner
Verify Award Status for #100488The Design
About Pure Green Primary Function: ᱧᱮᱞ ᱯᱟᱨᱤᱪᱟᱭ (Visual Identity)
Book Text: ᱯᱭᱚᱨ ᱜᱨᱤᱱ ᱪᱚᱸᱜᱴᱤᱝ ᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱦᱚᱴᱯᱚᱴ ᱨᱮᱥᱴᱟᱨᱮᱸᱴ ᱵᱨᱟᱸᱰ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫ ᱧᱮᱞ ᱯᱟᱨᱤᱪᱟᱭ ᱠᱟᱱᱟ ᱾ ᱢᱟᱪᱟ ᱢᱚᱨᱤᱪ ᱦᱚᱴᱯᱚᱴ ᱨᱮᱭᱟᱜ ᱦᱟᱨᱟ ᱨᱚᱸᱜ ᱵᱨᱟᱸᱰ ᱨᱚᱸᱜ ᱞᱮᱠᱟ ᱵᱮᱵᱷᱟᱨ ᱟᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱛᱤ ᱡᱟᱭᱜᱟ ᱵᱟᱡᱟᱨ ᱨᱮ ᱚᱱᱚᱞ ᱟᱨᱟᱜ ᱨᱚᱸᱜ ᱥᱟᱞᱟᱜᱤ ᱠᱚ ᱛᱮ ᱪᱮᱫ ᱟᱡ ᱠᱟᱱᱟ ᱾ ᱢᱚᱵᱤ ᱧᱩᱛᱩᱢ ᱠᱟᱱ ᱢᱤᱫ ᱪᱟᱨᱤᱛᱚᱨ ᱪᱤᱛᱟᱹᱨ ᱦᱚᱸ ᱯᱟᱨᱤᱪᱟᱭ ᱨᱮᱭᱟᱜ ᱛᱟᱞᱟ ᱪᱤᱱᱦᱟᱹ ᱠᱚ ᱛᱮᱭᱟᱨ ᱮᱫᱟᱭ ᱾ ᱢᱚᱵᱤ ᱢᱤᱫ ᱯᱚᱡᱮᱴᱤᱵ ᱚᱞ ᱟᱨ ᱢᱤᱫ ᱱᱮᱜᱮᱴᱤᱵ ᱠᱨᱚᱥ ᱮᱞᱤᱢᱮᱸᱴ ᱟᱨᱦᱚᱲ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ ᱾ ᱢᱟᱦᱡᱚᱝ ᱴᱟᱭᱤᱞ ᱠᱚ ᱢᱩᱠᱷᱟᱜ ᱞᱚᱠᱷᱚᱱ ᱠᱚ ᱨᱮᱭᱟᱜ ᱡᱟᱭᱜᱟ ᱨᱮ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱛᱮ ᱟᱡᱟᱜ ᱚᱠᱛᱚ, ᱟᱡᱦᱚᱭ ᱟᱨ ᱡᱤᱭᱚᱱ ᱥᱚᱠᱛᱤ ᱯᱚᱨᱚᱜᱟᱥ ᱦᱩᱭᱩᱜᱼᱟ ᱾ ᱵᱨᱟᱸᱰ ᱪᱤᱱᱦᱟᱹ ᱠᱚ ᱟᱰᱤ ᱵᱟᱵᱚᱛ ᱨᱚᱠᱚᱢ ᱟᱨ ᱢᱤᱰᱤᱭᱟ ᱠᱚ ᱨᱮ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱨᱮᱭᱟᱜ ᱠᱟᱹᱛᱷᱟ ᱠᱟᱱᱟ ᱵᱨᱟᱸᱰ ᱠᱚ ᱦᱟᱦᱟᱨᱟ ᱠᱚᱸᱥᱩᱢᱚᱨ ᱠᱚ ᱥᱮᱴᱮᱨ ᱡᱚᱸᱠᱷᱟ ᱦᱩᱭᱩᱜ ᱠᱟᱜ ᱛᱟᱦᱮᱸᱱᱟ ᱾
The Recognition
About the A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Pure Green Primary Function: ᱧᱮᱞ ᱯᱟᱨᱤᱪᱟᱭ (Visual Identity) ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Pure Green Primary Function: ᱧᱮᱞ ᱯᱟᱨᱤᱪᱟᱭ (Visual Identity) ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
- Dimensions & Packaging
- The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
- Production Technology
- The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
- Design Challenge
- The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
- Research
- In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
- Inspiration
- The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
- Project Duration
- The project started in July 2019 in Chongqing and finished in December in Chongqing.
- Operation Flow
- Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
- Patents
- Copyrights belong to Xinqi Liu, 2019.
- Team Members
- Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang - Image Credits
- Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.
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