Lord Qu Chiratidzo cheUmwe (Visual Identity) by Siyu Xu

Lord Qu Chiratidzo cheUmwe (Visual Identity) by Siyu Xu 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

Lord Qu Chiratidzo cheUmwe (Visual Identity)

by Siyu Xu

Client: MET Creative Brand

Mubairo weBronzi we A' Design Award Winner in Girafiki Category

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Colors

The Design

About Lord Qu Chiratidzo cheUmwe (Visual Identity)

Lord Qu chiratidzo chakagadzirirwa mhando yezvekudya zvekugarira (snack brand) iri muQuzhou, China. Chiratidzo ichi chinoratidza tsika dzechinyakare dzezvekudya zveChina nenzira yemazuva ano kuti zvibatsire vatengi vaduku. Mufananidzo wakavakirwa pana Confucius ndiwo chiratidzo chikuru, uye musungo wevhudzi wemufananidzo wakaumbwa sechingwa chinofukidzwa nemhute (steamed bun). Mifananidzo yemitsetse yekartuni inobatanidza mufananidzo nezviratidzo zvenhoroondo zvakadai sedhiragoni rinobhururuka, Tembere yaConfucius, uye makore anoreva rombo rakanaka. Chiratidzo chemhuno yenguruve chinoshandiswa pane zvivigiro zvekubikisa nemhute (steamers), midziyo yekudyira, mwenje, uye mashure emachigaro munzvimbo yerestaurant.

The Recognition

About the Mubairo weBronzi we A' Design Award

Mubairo weBronzi we A' Design Award wakahwinwa ne Lord Qu Chiratidzo cheUmwe (Visual Identity), 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. Lord Qu Chiratidzo cheUmwe (Visual Identity) 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. Lord Qu Chiratidzo cheUmwe (Visual Identity) 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: Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.
Dimensions & Packaging: In the application of props, the designers make full use of the pig nose visual hammer, develop the steamer of Lord Qu exclusive pig nose on the tableware, the pig nose lamp and backrest seat in the space, make a deep strong link between the product and the brand, and carry out the exclusive brand design.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
Production Technology: The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.
Design Challenge: How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.
Research: As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.
Inspiration: Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.
Project Duration: The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
Operation Flow: The designers create a story for IP, personify the ingredients in the main products.
Patents: Copyrights belong to Siyu Xu, 2018.
Team Members: Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang
Image Credits: Image #1: Photographer MET Creative Brand, Lord Qu, 2018.
Image #2: Photographer MET Creative Brand, Lord Qu, 2018.
Image #3: Photographer MET Creative Brand, Lord Qu, 2018.
Image #4: Photographer MET Creative Brand, Lord Qu, 2018.
Image #5: Photographer MET Creative Brand, Lord Qu, 2018.