Dragon Alley Dizajn firemnej identity od Tian Liu and Jiayi Chen

Dizajn Dragon Alley Dizajn firemnej identity od dizajnéra Tian Liu and Jiayi Chen je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2021 Bronzová cena A' Design Award v súťažnej kategórii Grafika.

BronzováGrafika· 2021

Dragon Alley Dizajn firemnej identity

od Tian Liu and Jiayi Chen

Klient: Evil Design Studio

Víťaz ocenenia Bronzová cena A' Design Award v kategórii Grafika

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Dizajn

O dizajne Dragon Alley Dizajn firemnej identity

Dragon Alley je dizajn firemnej identity vytvorený pre reštauráciu podávajúcu hot pot a priľahlú čajovňu. Identita stavia na myšlienke dualizmu vychádzajúcej z čínskej mytológie. Identita reštaurácie vyjadruje uvoľnenie prostredníctvom motívu úderu hromu, atramentovo čierneho pozadia a razantných tvarov písma. Identita čajovne vyjadruje zdržanlivosť prostredníctvom motívu prerážajúceho cez oblaky, prirodzeného tónu papiera a jemnejších tvarov. Postupné zlaté akcenty prepájajú obe identity. Medzi aplikácie patria vizitky, jedálne lístky, plagáty, obaly a stolový riad.

Ocenenie

O ocenení Bronzová cena A' Design Award

Dragon Alley Dizajn firemnej identity je laureát Bronzovej ceny A' Design Award, vysoko prestížneho uznania udeľovaného vynikajúcim dizajnom, ktoré sa vyznačujú kreativitou, vynaliezavosťou a bystrosťou. Laureáti Bronzovej ceny sú plne zručné a nápadne kreatívne artefakty, ktoré potvrdzujú rozsiahle skúsenosti, predstavivosť a zdatnosť svojich dizajnérov. Od Dragon Alley Dizajn firemnej identity sa očakáva, že bude vysoko cenený, obdivovaný a milovaný predmet, pozoruhodne profesionálny a inovatívny. Tento dizajn ocenený Bronzovou cenou A' Design Award zahŕňa najlepšie postupy v umení, vede, dizajne a technológii a vyniká pozornosťou k detailom. Dragon Alley Dizajn firemnej identity skvele uspokojuje potreby, dotýka sa túžob, očarúva city a vzbudzuje zvedavosť.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: 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
Štítky: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Výrobná technológia: 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.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: 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.
Pracovný postup: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Členovia tímu: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Zdroje obrázkov: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.