Tian Liu and Jiayi Chen ᱨᱮᱱᱟᱜ Dragon Alley ᱵᱽᱨᱮᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2021 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱜᱨᱟᱯᱷᱤᱠ· 2021
Dragon Alley ᱵᱽᱨᱮᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱰᱤᱡᱟᱭᱤᱱ
Tian Liu and Jiayi Chen ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Evil Design Studio
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#111593 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Dragon Alley ᱵᱽᱨᱮᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱰᱨᱮᱜᱚᱱ ᱮᱞᱮ ᱢᱮᱱᱫ ᱢᱤᱫ ᱵᱽᱨᱮᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱢᱤᱫ ᱦᱚᱴ ᱯᱚᱴ ᱨᱮᱥᱴᱚᱨᱟᱹᱱ ᱟᱨ ᱟᱨᱦᱚᱸ ᱢᱤᱫ ᱡᱩᱲᱤ ᱢᱤᱴᱟᱛᱮ ᱴᱮ ᱨᱩᱢ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱠᱭᱮᱥᱴᱭ ᱩᱫᱩᱠᱟᱹᱠᱟᱱᱟ ᱪᱤᱱᱟᱹ ᱛᱟᱲᱚᱢ ᱠᱟᱛᱷᱟᱠᱚᱛᱮᱡ ᱚᱫᱚᱠ ᱟᱠᱟᱱ ᱫᱩᱭᱟᱞᱤᱡᱚᱢ ᱨᱮᱭᱟᱜ ᱵᱟᱵᱚᱛ ᱠᱷᱚᱱ ᱾ ᱨᱮᱥᱴᱚᱨᱟᱹᱱ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱨᱮ ᱛᱟᱸᱦᱮᱸᱱ ᱨᱮᱭᱟᱜ ᱵᱟᱟᱨ ᱢᱚᱴᱤᱚᱱ, ᱢᱮᱲᱦᱮᱫ ᱠᱟᱲᱮ ᱵᱟᱠᱜᱨᱟᱩᱸᱰ ᱟᱨ ᱡᱚᱨ ᱨᱮᱭᱟᱜ ᱜᱟᱲ ᱟᱠᱟᱱ ᱚᱜᱚᱥ ᱠᱚ ᱛᱮ ᱯᱚᱨᱠᱟᱥ ᱦᱩᱭ ᱠᱟᱱᱟ ᱾ ᱴᱮ ᱨᱩᱢ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱨᱮ ᱨᱟᱹᱠᱟᱹᱵᱟᱨ ᱚᱠᱛᱚ ᱯᱚᱨᱠᱟᱥ ᱦᱩᱭ ᱠᱟᱱᱟ ᱛᱟᱹᱦᱮᱸᱱ ᱠᱚ ᱪᱮᱫᱟᱜ ᱛᱟᱨᱟᱭ ᱠᱟᱛᱮ ᱟᱨ ᱡᱩᱲᱤ ᱛᱮᱥ ᱮᱢ ᱟᱠᱟᱱ ᱢᱚᱴᱤᱚᱱ, ᱮᱠᱟ ᱠᱟᱜᱚᱡ ᱨᱮᱭᱟᱜ ᱨᱚᱸᱜ ᱟᱨ ᱡᱚᱛᱚ ᱚᱜᱚᱥ ᱠᱚ ᱛᱮ ᱾ ᱴᱷᱚᱨ ᱚᱜᱚᱥ ᱟᱠᱟᱱ ᱥᱚᱱᱟ ᱨᱚᱸᱜ ᱵᱟᱨ ᱠᱚᱢ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱠᱚ ᱡᱟᱶᱟᱲ ᱮᱫᱟ ᱾ ᱟᱨ ᱠᱟᱱ ᱮᱴᱚᱦᱚᱵ ᱨᱮ ᱢᱮᱱᱟᱜ ᱠᱚ ᱚᱪᱚᱭ ᱠᱟᱰ, ᱢᱮᱱᱩ, ᱯᱚᱥᱴᱚᱨ, ᱯᱮᱠᱮᱡᱤᱝ ᱟᱨ ᱛᱚᱵᱟᱹᱞᱣᱮᱭᱟᱨ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Dragon Alley ᱵᱽᱨᱮᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Dragon Alley ᱵᱽᱨᱮᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- 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 - ᱴᱮᱜ ᱠᱚ
- VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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. - ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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. - ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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. - ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- 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.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
- ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
