Gan Song Primarna funkcija: Vizualna identiteta blagovne znamke by Biwei Zhu

Gan Song Primarna funkcija: Vizualna identiteta blagovne znamke by Biwei Zhu is a highly esteemed winner of the very prestigious 2020 Bronasta nagrada A' Design Award in Grafično oblikovanje, ilustracija in vizualna komunikacija Competition Category.

BronastaGrafika· 2020

Gan Song Primarna funkcija: Vizualna identiteta blagovne znamke

by Biwei Zhu

Client: Gan Song

Bronasta nagrada A' Design Award Winner in Grafika Category

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Colors

The Design

About Gan Song Primarna funkcija: Vizualna identiteta blagovne znamke

Besedilo knjige: Gan Song je vizualna identiteta blagovne znamke, ustvarjena za specialitetno znamko z območja Mayang na Kitajskem. Oblikovanje navdihujeta lokalna pokrajina in kultura ljudstva Miao. Tanke črte različnih debelin oblikujejo obrise gora in reke Jinjiang. Nasmejano dekle v tradicionalni oblačilni Miao predstavlja bogato letino in upanje. Identiteta je uporabljena na brošurah, vizitkah, kuvertah, embalaži in zunanjem oglaševanju, s tehnikami folijskega tiska, reliefnega tiska, laserskega rezanja in pozlate. Vsi vzorci so vektorizirani, kar omogoča tisk identitete v poljubni velikosti.

The Recognition

About the Bronasta nagrada A' Design Award

Gan Song Primarna funkcija: Vizualna identiteta 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 Gan Song Primarna funkcija: Vizualna identiteta 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. Gan Song Primarna funkcija: Vizualna identiteta blagovne znamke sijajno zadovoljuje potrebe, se dotika želja, očara čustva in vzbuja radovednost.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The visual image of Gansong brand is designed based on the cultural characteristics and image of Mayang area.The conception of Gansong brand culture originates from the scenery of Mayang area and the figure image of Miao girls. In Mayang, there is a river called Jinjiang River, with clear water and green mountains on both sides. The combination of mountains and water gives birth to the most wonderful landscape of nature. This soil and water is rich in selenium based mineral elements, which is not only beneficial to health, but also makes the long-term fruit fragrance along the Jinjiang River. Therefore, this river is also known as the mother river, and this area is also known as the hometown of longevity. The main vision of Gansong's brand image is to depict the mountain and river of Mayang with the original shape of Jinjiang River and the line arrangement, and to show the harvest and hope with the smiling image of a girl with Miao characteristics. We can better promote the sales of commercial mode and promote local national culture through specialty brands.
Dimensions & Packaging: This visual image design is suitable for all sizes of printed products, such as cards, brochures, envelopes, packaging and advertisements, while accurately conveying the brand vision. All patterns are vectorized, and the colors have been calculated for an identical yield for diffirent print with the different variations.
Tags: GanSong, Brand, Visual Design, Graphic Design, Culture, Illustrator
Production Technology: The whole set of visual image is applied to brochures, cards, envelopes, packages, outdoor advertisements, etc. Foil and embossing printing, laser cutting, gilding and so on are used in the process.
Design Challenge: The main challenge is to design an accurate and reasonable visual image to reflect the core concept of local culture. The image of mountain and water seems simple, but in fact, it contains rich changes in lines. These textures are unified in the dark tone and have the effect of concave and convex through the processing of embossing printing. At the same time, the design of all these images is vectorization, which is convenient for processing and making in various situations.
Research: The difference between the created brand and other brands is that the product is packaged on the basis of regional culture as a visual creation, which makes the product more humanistic. We believe it is more suitable for the market.
Inspiration: Gansong brand is a specialty brand of Mayang. Its visual image design is inspired by the geomorphic characteristics and Miao culture of Mayang area in China. We use fine and varied lines to combine the ups and downs of mountains to capture the characteristics of selenium rich regions, and describe the local cultural spirit promoted by the image of Miao girls. "Gan song" literally means praising landscape and life.
Project Duration: The project started and finished in 2019 in Changsha City,China
Operation Flow: The visual image of Gansong brand is based on the regional culture of Mayang. This set of visual images has been applied to brochures, packaging, advertisements, card postcards, etc. Early concept is the focus of the project, because it is necessary to properly express the image of the region. We hope to promote the local culture through the design with human feelings, and to a certain extent, to promote the local commercial operation.
Patents: Copyrights belong to Wilbur Studio/Gan Song, 2019.
Team Members: Design Director：Biwei Zhu
Executive director:Xiang Liu
Illustrator：Xiujuan Tan
Copywriter：Wei Liu
Support company：Han brand.
Image Credits: Wilbur Studio