Serious Little Squid Galuega Autū: Faailoga Vaaia by Youjia Gu

Serious Little Squid Galuega Autū: Faailoga 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

Serious Little Squid Galuega Autū: Faailoga Vaaia

by Youjia Gu

Client: MET Creative Brand

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

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Colors

The Design

About Serious Little Squid Galuega Autū: Faailoga Vaaia

Tusitusiga o le Tusi: Serious Little Squid o se faailoga vaaia na faia mo se meaʻai faapisinisi. O le faailoga na fausia i luga o A Zheng, o se tagata pi'i e fai ma sui o tagata faigaluega i le taulaga. O mea faapitoa e pei o le fusiua ma le ie ufi ulu e faafaigofie ai ona iloa lelei le tagata. O le sitaili faatusa e mulimuli i ata tifaga leai se leo o le uliuli ma le pa'epa'e, e faaaogaina ai le malie mālūlū ma vaaiga malie faigofie. O se faasologa o ata faataitai e ta'ua o le "fale tifaga i totonu" e faaali mai ai le olaga faaso'o i totonu o se aai tele. O le faamoemoe o le faia lea o se uiga lelei mo le faailoga ma se sootaga vavalalata ma tagata faatau talavou.

The Recognition

About the A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Serious Little Squid Galuega Autū: Faailoga 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 Serious Little Squid Galuega Autū: Faailoga 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. Serious Little Squid Galuega Autū: Faailoga 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 this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
Dimensions & Packaging: The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
Production Technology: Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
Design Challenge: Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
Research: Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
Inspiration: With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
Project Duration: The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
Operation Flow: In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
Patents: Copyrights belong to Youjia Gu, 2019.
Team Members: Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.