Lord Qu Vizuelni identitet by Siyu Xu is a highly esteemed winner of the very prestigious 2020 Бронзана награда A' Design Award in Графички дизајн, илустрација и визуелна комуникација Competition Category.
БронзанаГрафика· 2020
Lord Qu Vizuelni identitet
by Siyu Xu
Client: MET Creative Brand
Бронзана награда A' Design Award Winner in Графика Category
Verified Award Winner
Verify Award Status for #100477The Design
About Lord Qu Vizuelni identitet
Lord Qu je vizuelni identitet kreiran za brend grickalica u Kudžou, Kina. Identitet predstavlja tradicionalnu kinesku kulturu hrane na moderan način, prilagođen mlađim potrošačima. Centralni simbol čini lik zasnovan na Konfučiju, čiji je čvor kose oblikovan poput parenog knedla. Linearni crteži u karikaturalnom stilu povezuju lik sa istorijskim motivima poput zmaja u letu, Konfučijevog hrama i simbola oblaka koji donose sreću. Simbol svinjskog nosa primenjen je na posude za kuvanje na pari, escajg, lampe i naslone stolica u prostoru restorana.
The Recognition
About the Бронзана награда A' Design Award
Lord Qu Vizuelni identitet је добитник Бронзане награде A' Design Award, високо престижног признања које се додељује изванредним дизајнима који се одликују креативношћу, домишљатошћу и оштроумношћу. Добитници Бронзане награде у потпуности су вешти и упечатљиво креативни артефакти који потврђују велико искуство, машту и снаљажљивост својих дизајнера. Очекује се да Lord Qu Vizuelni identitet буде високо цењен, дивљен и вољен предмет, запажено професионалан и иновативан. Овај дизајн награђен Бронзаном наградом A' Design Award уграђује најбоље праксе у уметности, науци, дизајну и технологији и одличан је по пажњи према детаљима. Lord Qu Vizuelni identitet сјајно задовољава потребе, дотиче жеље, очарава осећања и привлачи радозналост.
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.
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