Pure Green Faʻamataʻaga Muamua: Faʻailoga Faʻaonaponei by Xinqi Liu

Pure Green Faʻamataʻaga Muamua: Faʻailoga Faʻaonaponei by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 A' Design Award Uʻamea in Mamanu Ata Fa'atusa Competition Category.

UʻameaAta Fa'atusa· 2020

Pure Green Faʻamataʻaga Muamua: Faʻailoga Faʻaonaponei

by Xinqi Liu

Client: MET Creative Brand

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

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Colors

The Design

About Pure Green Faʻamataʻaga Muamua: Faʻailoga Faʻaonaponei

Tusitusiga o le Tusi: O le Pure Green o se faʻailoga faʻaonaponei mo se pisinisi faleaiga hotpot i Chongqing. O le lanu lanumeamata o le hotpot pepa fou o loʻo faʻaaogaina e fai ma lanu autu o le pisinisi, faʻafeagai ma le lanu mumu e masani ona vaʻaia i le maketi i le lotoifale. O se ata o se tagata e taʻua o Mobee o loʻo fausia ai le faʻailoga autu o le faʻailoga faʻaonaponei. O Mobee o loʻo tuʻufaʻatasia ai se lapotopoto lelei ma se koluse leaga. O laupepa Mahjong o loʻo suitulaga i foliga o mata e faʻaalia ai le tutoʻatasi, le lilo, ma le malosi. O faʻailoga o le pisinisi o loʻo faʻaaogaina i le tele o ituaiga ma auala faʻasalalau eseese, ma le faʻamoemoe e faʻalatalata atili le pisinisi i tagata faʻatau talavou.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai Pure Green Faʻamataʻaga Muamua: Faʻailoga Faʻaonaponei, o se faamaoniga mamalu e tuuina atu i mamanu lelei e faataunuu ai manaʻoga faapolofesa ma pisinisi e faamoemoeina mai galuega ua mamanuina lelei. O ē manumalo i le Uʻamea e faaalia ai le tomai tele, le faapitoa maualuga, le malamalama o tagata poto ma le mafai fatufatuaʻi o ē na faia. E faamoemoeina Pure Green Faʻamataʻaga Muamua: Faʻailoga Faʻaonaponei e avea ma mea ua matuā vivii, mataʻina ma pelepelea e aogā ma fou. O lenei mamanu na manumalo i le A' Design Award Uʻamea e tuufaatasia ai faiga sili o le pisinisi ma e iai uiga faatekonolosi mafai ua fesoʻotaʻi ma le poto ma le taleni. Ona o lona faatuatuaina, e tatau ai Pure Green Faʻamataʻaga Muamua: Faʻailoga Faʻaonaponei ona faaaloalogia ma ua mamanuina e tuuina mai ai faaleleiga o le olaga e fesoasoani e faia ai e le lalolagi se nofoaga e sili atu ona lelei.

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.