ZhenYue ᱞᱚᱜᱚ ᱟᱨ ᱵᱨᱟᱸᱰ ᱯᱚᱨᱤᱪᱟᱭ by Guangzhou Cheung Ying Design Co. Ltd. is a highly esteemed winner of the very prestigious 2022 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱠᱟᱥᱟᱜᱨᱟᱯᱷᱤᱠ· 2022
ZhenYue ᱞᱚᱜᱚ ᱟᱨ ᱵᱨᱟᱸᱰ ᱯᱚᱨᱤᱪᱟᱭ
by Guangzhou Cheung Ying Design Co. Ltd.
Client: Guangzhou Cheung Ying Design Co., Ltd.
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱜᱨᱟᱯᱷᱤᱠ Category
Verified Award Winner
Verify Award Status for #137424The Design
About ZhenYue ᱞᱚᱜᱚ ᱟᱨ ᱵᱨᱟᱸᱰ ᱯᱚᱨᱤᱪᱟᱭ
ᱡᱷᱮᱱᱭᱩᱮ ᱢᱮᱱᱟᱜ-ᱟ ᱢᱤᱫ ᱞᱚᱜᱚ ᱟᱨ ᱵᱨᱟᱸᱰ ᱯᱚᱨᱤᱪᱟᱭ ᱡᱟᱦᱟᱸ ᱮᱴᱦᱚᱵ ᱡᱤᱱᱤᱥ ᱠᱩ ᱨᱮᱭᱟᱜ ᱮᱠᱴᱟ ᱨᱤᱴᱮᱞᱚᱨ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱦᱩᱭᱮᱱᱟ ᱾ ᱱᱚᱶᱟ ᱞᱚᱜᱚ ᱨᱮ ᱛᱮᱦᱮᱸᱧ ᱛᱩᱨᱮ ᱨᱮᱭᱟᱜ ᱨᱤᱵᱤᱛ ᱠᱟᱴᱮᱡ ᱪᱟᱞᱱᱤ ᱥᱩᱯᱛᱟ ᱟᱨ ᱛᱟᱴ ᱯᱟᱴᱟᱨ ᱨᱮᱭᱟᱜ ᱨᱩᱯ ᱚᱠᱛᱚ ᱠᱟᱱᱟ ᱾ ᱵᱨᱟᱸᱰ ᱧᱩᱛᱩᱢ ᱨᱮᱭᱟᱜ ᱚᱠᱮᱫ ᱠᱚ ᱚᱲᱟᱜ-ᱚᱠᱟᱨ ᱚᱠᱛᱚ ᱠᱟᱱᱟ ᱟᱨ ᱡᱩᱲᱟᱹᱣᱟᱜ-ᱟ, ᱚᱱᱟ ᱫᱟᱲᱮᱭᱟᱜ ᱛᱮ ᱡᱮᱞᱠᱟᱛᱮ ᱮᱴᱦᱚᱵ ᱡᱤᱱᱤᱥ ᱠᱚ ᱢᱤᱫ ᱥᱩᱯᱛᱟ ᱨᱮ ᱡᱚᱢᱟᱹᱣ ᱟᱠᱟᱱᱟ ᱚᱱᱟ ᱞᱮᱠᱟᱛᱮ ᱧᱮᱞᱚᱜ-ᱟ ᱾ ᱥᱩᱸᱫᱨᱤ ᱨᱚᱸᱜ ᱫᱚ ᱵᱨᱟᱸᱰ ᱨᱚᱸᱜ ᱞᱮᱠᱟ ᱵᱟᱪ�hᱟᱣ ᱮᱱᱟ ᱡᱟᱦᱟᱸ ᱛᱮ ᱯᱟᱨᱚᱸᱵᱚᱨᱤᱠ ᱠᱟᱹᱢᱤ ᱠᱩᱥᱚᱞ ᱟᱨ ᱩᱥᱩᱛ ᱛᱟᱸᱦᱮᱸᱱ ᱡᱟᱹᱦᱟᱨ ᱦᱩᱭᱩᱜ-ᱟ ᱾ ᱱᱚᱶᱟ ᱯᱚᱨᱤᱪᱟᱭ ᱠᱚ ᱵᱮᱠᱴᱚᱨ ᱯᱷᱚᱨᱢᱮᱴ ᱨᱮ ᱟᱹᱴᱠᱟᱹᱣ ᱠᱟᱱᱟ ᱟᱨ ᱨᱤᱴᱮᱞ ᱯᱮᱠᱮᱡᱤᱝ, ᱥᱮᱞᱥ ᱟᱩᱴᱞᱮᱴ, ᱚᱱᱞᱟᱭᱤᱱ ᱮᱴᱦᱚᱵ ᱟᱨ ᱟᱰᱵᱟᱨᱴᱟᱭᱡᱤᱝ ᱨᱮ ᱵᱮᱵᱷᱟᱨ ᱦᱩᱭ ᱟᱠᱟᱱᱟ ᱾ ᱪᱷᱟᱯᱟ ᱠᱟᱹᱢᱤ ᱠᱚ ᱨᱮ ᱯᱷᱚᱭᱞ ᱛᱟᱹᱢᱟ ᱟᱨ ᱥᱠᱨᱤᱱ ᱯᱨᱤᱸᱴᱤᱝ ᱵᱮᱵᱷᱟᱨ ᱦᱩᱭ ᱟᱠᱟᱱᱟ ᱾
The Recognition
About the A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
ZhenYue ᱞᱚᱜᱚ ᱟᱨ ᱵᱨᱟᱸᱰ ᱯᱚᱨᱤᱪᱟᱭ 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᱾ ZhenYue ᱞᱚᱜᱚ ᱟᱨ ᱵᱨᱟᱸᱰ ᱯᱚᱨᱤᱪᱟᱭ 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
- ZhenYue is a dried foods retailer with the aim of restore the essence of food. In order to better empower the new consumption experience of the company and strengthen the stickiness between consumers and the brand, the new brand standard color selects orange, which is conveys the traditional craftsmanship and enthusiastic visual language of the product. Through the visual combination of the new logo and extended graphics, the overall vision brings a strong penetrating power, which is unified and stylish, and further enhances consumer confidence.
- Dimensions & Packaging
- The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
- Tags
- Logo, Branding, Packaging, Visual Identity, Graphic Design
- Production Technology
- Logo and graphics are adapted in many scenes, such as business card, badge, notebook, gift package, canvas bag, etc. The process involves foil gold, screen printing.
- Design Challenge
- The difficulty of the work is that the brand has a wide range of dried foods products, and hundreds of products with design issues such as blurred labels, inconsistent packaging, and visual inconsistency in the overall image. Therefore, the new image upgrade design must be flexible enough to support different audiences and category diversity.
- Research
- In-depth research was conducted on the production process of traditional dried foods. In addition, the understanding and needs of dried foods in the daily life of the city and its people were analyzed. All this makes us clear the direction of brand upgrade. It redefines the essence of the brand, its differentiated attributes, values, the personality archetype of the brand and its main purpose. A design system that simultaneously displays the overall image of the brand and the unique attributes of the product is constructed.
- Inspiration
- As one of the characteristic traditional crafts in China, the most significant feature of dried foods is that it is dehydrated by slow drying in the sun. Therefore, in the design of the new brand logo, the traditional bamboo sieve drying form and the weaving process are combined, and the brand name letters "z, h, e, n, y, u, e " are interspersed and linked to each other, so that the arrangement form of each letter makes it look like the collection of different dried foods in the bamboo sifter, which interprets the connotation of the brand name of " ZhenYue ", and brings out the beautiful meaning of " ZhenYue Selection, High-quality Gathering" as a whole.
- Project Duration
- The project started in June 2020 in Guangzhou and finished in September 2021 in Guangzhou.
- Operation Flow
- The new brand identity is designed for product retail packaging, sales outlets, online stores and advertising.
- Team Members
- Creative Director: Zhiji Dong
Designer: Lu Gu - Image Credits
- Guangzhou Cheung Ying Design Co., Ltd..
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