Dragon Alley 브랜ڊ سڃاڻپ ڊزائن by Tian Liu and Jiayi Chen

Dragon Alley 브랜ڊ سڃاڻپ ڊزائن by Tian Liu and Jiayi Chen is a highly esteemed winner of the very prestigious 2021 A' Design Award برونز انعام in گرافڪس، عڪاسي ۽ بصري رابطي جو ڊيزائن Competition Category.

برونزگرافڪ· 2021

Dragon Alley 브랜ڊ سڃاڻپ ڊزائن

by Tian Liu and Jiayi Chen

Client: Evil Design Studio

A' Design Award برونز انعام Winner in گرافڪ Category

8,406

Verified Award Winner

Verify Award Status for #111593

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Dragon Alley 브랜ڊ سڃاڻپ ڊزائن

ڊريگن ايلي هڪ برانڊ سڃاڻپ ڊزائن آهي، جيڪو هڪ هاٽ پاٽ ريسٽورنٽ ۽ ان سان لڳل هڪ ٽي روم لاءِ ٺاهيو ويو آهي. هي سڃاڻپ چيني ديومالائي ڪهاڻين مان ورتل ٻٽي (Dualism) جي خيال تي ٻڌل آهي. ريسٽورنٽ جي سڃاڻپ گجگوڙ (Thunder) جي موٽيف، مس جهڙي ڪاري پس منظر ۽ زور آور اکرن جي شڪلين ذريعي آزادي ۽ اظهار کي پيش ڪري ٿي. ٽي روم جي سڃاڻپ ڪڪرن مان اڀرندڙ روشني جي موٽيف، قدرتي ڪاغذي رنگ ۽ نرم شڪلين ذريعي سنجيدگي ۽ ضبط کي پيش ڪري ٿي. سون جهڙا هلڪا لاش رنگ (Gradual Gold Accents) ٻنهي سڃاڻپن کي پاڻ ۾ ڳنڍين ٿا. هن ڊزائن جو اطلاق بزنس ڪارڊز، مينو، پوسٽرز، پيڪيجنگ ۽ ٽيبل ويئر تي ڪيو ويو آهي.

The Recognition

About the A' Design Award برونز انعام

Dragon Alley 브랜ڊ سڃاڻپ ڊزائن A' Design Award برونز انعام جو کٽيندڙ آهي، تمام گهڻو معزز اعتراف جيڪو تخليقيت، اختراع ۽ ذڪاوت سان ممتاز بهترين ڊيزائنن کي ڏنو وڃي ٿو. برونز جا کٽيندڙ ڀرپور مهارت واريون ۽ نمايان طور تخليقي شاهڪار آهن، جيڪي پنهنجي ڊيزائنرن جي وسيع تجربي، تخيل ۽ ڏاهپ جي تصديق ڪن ٿيون. Dragon Alley 브랜ڊ سڃاڻپ ڊزائن کان اميد ڪئي وڃي ٿي ته اهو هڪ تمام گهڻو قدر ڪيل، ساراهيل ۽ پيارو شيءِ هوندو، قابل ذڪر حد تائين پيشه ورانه ۽ جدت وارو. هي ڊيزائن جنهن A' Design Award برونز انعام کٽيو آهي، فن، سائنس، ڊيزائن ۽ ٽيڪنالاجي ۾ بهترين طريقا شامل ڪري ٿو ۽ ننڍين تفصيلن ڏانهن ڌيان ڏيڻ ڪري شاندار آهي. Dragon Alley 브랜ڊ سڃاڻپ ڊزائن ضرورتون خوبصورتيءَ سان پوريون ڪري ٿو، خواهشن کي ڇهي ٿو، جذبن کي موهي ٿو ۽ تجسس ڇڪي ٿو.

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.