Pure Green Vizualna identiteta by Xinqi Liu

Pure Green Vizualna identiteta by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 Železna nagrada A' Design Award in Grafično oblikovanje, ilustracija in vizualna komunikacija Competition Category.

ŽeleznaGrafika· 2020

Pure Green Vizualna identiteta

by Xinqi Liu

Client: MET Creative Brand

Železna nagrada A' Design Award Winner in Grafika Category

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Verified Award Winner

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Colors

The Design

About Pure Green Vizualna identiteta

Pure Green je vizualna identiteta za blagovno znamko restavracije s pekočo juho hotpot v Chongqingu. Zelena barva svežega popra hotpot je uporabljena kot barva znamke, v nasprotju z rdečo, ki je pogosta na lokalnem trgu. Osrednji simbol identitete tvori lik z imenom Mobee. Mobee združuje pozitiven krog in negativen križ. Ploščice mahjonga nadomeščajo obrazne poteze in izražajo neodvisnost, skrivnostnost in vitalnost. Simboli znamke so uporabljeni v raznolikih oblikah in medijih, z namenom približati blagovno znamko mladim potrošnikom.

The Recognition

About the Železna nagrada A' Design Award

Pure Green Vizualna identiteta je prejemnik Železne nagrade A' Design Award, prestižnega priznanja, ki se podeljuje dobrim oblikovanjem, ki izpolnjujejo profesionalne in industrijske zahteve, pričakovane od dobro zasnovanih stvaritev. Prejemniki Železne nagrade kažejo veliko spretnost, visoko specializacijo, strokovno razumevanje in ustvarjalne zmožnosti svojih ustvarjalcev. Od Pure Green Vizualna identiteta se pričakuje, da bo visoko cenjena, občudovana in ljubljena stvaritev, ki je praktična in inovativna. To oblikovanje, nagrajeno z Železno nagrado A' Design Award, vključuje najboljše prakse panoge in ima kompetentne tehnične lastnosti, povezane s strokovnim znanjem in talentom. Zaradi svoje temeljitosti si Pure Green Vizualna identiteta zasluži spoštovanje in je zasnovan tako, da zagotavlja izboljšave kakovosti življenja, ki pomagajo narediti svet boljši kraj.

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.