Serious Little Squid Basa Guru: Muonero weZita by Youjia Gu

Serious Little Squid Basa Guru: Muonero weZita by Youjia Gu is a highly esteemed winner of the very prestigious 2020 Mubairo weBronzi we A' Design Award in Girafiki, Mifananidzo neKutaurirana kweMeso Competition Category.

BronziGirafiki· 2020

Serious Little Squid Basa Guru: Muonero weZita

by Youjia Gu

Client: MET Creative Brand

Mubairo weBronzi we A' Design Award Winner in Girafiki Category

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Colors

The Design

About Serious Little Squid Basa Guru: Muonero weZita

Serious Little Squid muonero weZita wakagadzirirwa mhando yeresitaurendi. Muonero uyu wakavakwa uchitevedza A Zheng, mucharacha wegonye rinomirira vashandi vemuguta vanoshanda muhofisi. Zvidzidzo zvakadai setayi nemucheka wemusoro zvinoita kuti mucharacha uyu ave nyore kuzivikanwa. Mafambiro emifananidzo anotevedza mafirimu matema nechena asina manzwi, achishandisa zvisekwa zvinotonhora uye zviitiko zvekomiki zvakareruka. Rondedzero yemifananidzo inonzi "inner theater" inoratidza upenyu hwezuva nezuva muguta guru. Chinangwa ndechekuvaka mutoo unofadza wechiratidzo uye ukama hwepedyo nevatengi vechidiki.

The Recognition

About the Mubairo weBronzi we A' Design Award

Mubairo weBronzi we A' Design Award wakahwinwa ne Serious Little Squid Basa Guru: Muonero weZita, rukudzo rwakakwirira kwazvo runopiwa kumadhizaini akasiyana anozivikanwa nekugadzira, njere nekungwara. Vakunda veBronzi mabasa ane unyanzvi hwakakwana uye kugadzira kunoshamisa kunosimbisa ruzivo rukuru, pfungwa nehunyanzvi hwevagadziri vawo. Serious Little Squid Basa Guru: Muonero weZita inotarisirwa kuva chinhu chinokudzwa kwazvo, chinoremekedzwa uye chinodiwa, chine hunyanzvi hunoonekwa uye zvitsva. Dhizaini iyi yakahwina Mubairo weBronzi we A' Design Award inosanganisa maitiro akanakisa muhunyanzvi, sayenzi, dhizaini netekinoroji uye yakasiyana nekutarisisa zvidiki. Serious Little Squid Basa Guru: Muonero weZita inogutsa zvinodiwa zvakanaka, inobata zvishuvo, inokwezva manzwiro uye inomutsa kuda kuziva.

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.