Dragon Alley Oblikovanje blagovne znamke – avtor Tian Liu and Jiayi Chen

Delo Dragon Alley Oblikovanje blagovne znamke avtorja Tian Liu and Jiayi Chen je izjemno cenjeni dobitnik prestižne nagrade 2021 Bronasta nagrada A' Design Award v tekmovalni kategoriji Grafično oblikovanje, ilustracija in vizualna komunikacija.

BronastaGrafika· 2021

Dragon Alley Oblikovanje blagovne znamke

avtor/ica: Tian Liu and Jiayi Chen

Naročnik: Evil Design Studio

Dobitnik nagrade Bronasta nagrada A' Design Award v kategoriji Grafika

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Preverite status nagrade za #111593

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Dizajn

O dizajnu Dragon Alley Oblikovanje blagovne znamke

Dragon Alley je oblikovanje celostne podobe blagovne znamke, ustvarjeno za restavracijo s kuhanjem hot pot in pridruženo čajnico. Celostna podoba temelji na ideji dualizma, izpeljani iz kitajske mitologije. Podoba restavracije izraža sprostitev skozi motiv strele, tušasto črno ozadje in energične črkovne oblike. Podoba čajnice izraža zadržanost skozi motiv prebijanja skozi oblake, naravni ton papirja in mehkejše oblike. Postopni zlati poudarki povezujejo obe podobi. Aplikacije vključujejo vizitke, jedilne liste, plakate, embalažo in namizno posodo.

Priznanje

O nagradi Bronasta nagrada A' Design Award

Dragon Alley Oblikovanje blagovne znamke je prejemnik Bronaste nagrade A' Design Award, zelo prestižnega priznanja, ki se podeljuje izjemnim oblikovanjem, ki se odlikujejo po ustvarjalnosti, iznajdljivosti in bistrosti. Prejemniki Bronaste nagrade so v celoti spretni in presenetljivo ustvarjalni artefakti, ki potrjujejo bogate izkušnje, domišljijo in zvitost svojih oblikovalcev. Od Dragon Alley Oblikovanje blagovne znamke se pričakuje, da bo visoko cenjen, občudovan in ljubljen predmet, opazno profesionalen in inovativen. To oblikovanje, nagrajeno z Bronasto nagrado A' Design Award, vključuje najboljše prakse v umetnosti, znanosti, oblikovanju in tehnologiji ter je odlično po pozornosti do podrobnosti. Dragon Alley Oblikovanje blagovne znamke sijajno zadovoljuje potrebe, se dotika želja, očara čustva in vzbuja radovednost.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: 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.
Dimenzije in embalaža: 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
Oznake: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Proizvodna tehnologija: 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.
Oblikovalski izziv: 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.
Raziskave: 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.
Inspiracija: 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.
Trajanje projekta: 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.
Potek delovanja: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Člani ekipe: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Zasluge za slike: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.