Yic Barbecue Market Faʻasinomaga Vaaia by Youjia Gu

Yic Barbecue Market Faʻasinomaga Vaaia by Youjia Gu is a highly esteemed winner of the very prestigious 2020 A' Design Award Apamemea in Mamanu Ata Fa'atusa Competition Category.

ApamemeaAta Fa'atusa· 2020

Yic Barbecue Market Faʻasinomaga Vaaia

by Youjia Gu

Client: MET Creative Brand

A' Design Award Apamemea Winner in Ata Fa'atusa Category

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The Design

About Yic Barbecue Market Faʻasinomaga Vaaia

Yic Barbecue Market o se faʻasinomaga vaaia na faia mo se faleaiga tunu manu. O le faʻasinomaga ua fausia i le siʻusiʻu o le tunu manu, faʻaalia o Zila, lea e fausia ai le upu faʻalauiloa o le fa'atauʻoa ma le faiga tusitusi lautele. O se tagata meaola vaega itiiti e taʻua o Zila beast e avea o se faʻailoga o le fa'atauʻoa, e iai foʻi se foliga aulelei ma se gutu tatala. O foliga faʻalapotopoto e pei o fetu ma polo filo e faʻaalia ai paneta ma le vateatea, e lagolagoina ai le mataupu o le paneta tunu manu. O lanu moli malamalama ma le lanu lanumeamata-moana e maua ai i le faʻasinomaga se sitaili taʻalo ma foliga fou. O le faʻasinomaga o loʻo faʻaaogaina i totonu o se avanoa i totonu e 280 mita sikuea.

The Recognition

About the A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Yic Barbecue Market Faʻasinomaga Vaaia, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Yic Barbecue Market Faʻasinomaga Vaaia e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Yic Barbecue Market Faʻasinomaga Vaaia e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

Behind the Design

Press Kit

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

Unique Properties: In order to distinguish itself from the traditional barbecue shop, designers carried out strategy output and IP creation for the whole brand of Yic BBQ Market. At the same time, they have also carried out brand differentiation positioning, through the cross-border integration of IP and space, to create a unique brand image. Therefore, this case is not only a barbecue shop, but also an alien small dinosaur IP trend shop.
Dimensions & Packaging: The project covers a total of 280 square meters. The concept of "barbecue planet" is created through planet, space, aerospace and other elements in space to give consumers immersive real sensory experience.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Barbecue, Planet Space Station
Production Technology: The design of Yic BBQ Market starts from the auditory part of the five senses experience, and extracts the sound of barbecue as the main line throughout the brand and the basis of the construction of copywriting system. Designers hope to use the voice heard in the process of "Zila" consumer experience as the starting point of their design to build the auditory experience of the whole scene.
Design Challenge: If the brand wants to reach the consumers' heart accurately, it needs a spokesperson who takes IP as the carrier and speaks out. Barbecue is about the pleasure of eating meat, so the designers have designed Zila beast, a small monster image of eating meat. Its appearance is cute, with an opening mouth indicates its identity is a carnivore.
Research: When hearing the sound like "Zila" everyone can think of Yic Barbecue Market. This is not only the sound of grilled meat, but also the sound of heartbeats. Therefore, the brand's slogan "love is Zila Zila" describes the common points of love and barbecue. In this direction, through a series of copywriting system to create close to the emotional needs and psychology of female consumers.
Inspiration: Yic BBQ Market focuses on the female groups who love to eat, play and have a passion for life, it strives to satisfy new and interesting user experiences and enjoy high cost-effective enjoyment, creating a lovely and fashionable "barbecue planet" theme interactive IP restaurant.
Project Duration: The project started in October 2018 in Suqian and finished in December 2018 in Suqian.
Operation Flow: On the touch line of in store consumption, designers have also created an eye-catching space sense IP punch point, as well as an open file area, implanting interesting copywriting, such as "the beauty of under the moon is unparalleled, eating meat tonight is not fat" and other emotional interactions with consumers.
Patents: Copyrights belong to Youjia Gu, 2018
Team Members: Youjia Gu
Yun Liu
Siyu Xu
Lei Chen
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Yic, 2018.
Image #2: Photographer MET Creative Brand, Yic, 2018.
Image #3: Photographer MET Creative Brand, Yic, 2018.
Image #4: Photographer MET Creative Brand, Yic, 2018.
Image #5: Photographer MET Creative Brand, Yic, 2018.