Jie Yi Couture Identitet brenda by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 Гвоздена награда A' Design Award in Графички дизајн, илустрација и визуелна комуникација Competition Category.
ГвозденаГрафика· 2021
Jie Yi Couture Identitet brenda
by Yiwen Tu
Client: Jie Yi Couture Studio
Гвоздена награда A' Design Award Winner in Графика Category
Verified Award Winner
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About Jie Yi Couture Identitet brenda
Jie Yi Couture je identitet brenda kreiran za studio visoke mode u Šangaju. Kineski karakter Jie znači rešiti i dekonstruisati, dok Yi znači jedan, jedinstvo i doslednost. Logotip je izgrađen pomoću kineske tipografije, a delovi karaktera zamenjeni su simbolima krojačke lutke i makaza. Skice za izradu kroja čine glavni vizuelni element, a njihove linije, krivine i beleške stvaraju detaljan šablon. Identitet je primenjen na ambalažu dostupnu u nekoliko veličina. Dizajn prenosi osećaj majstorstva i usluge polu-personalizovanog krojenja.
The Recognition
About the Гвоздена награда A' Design Award
Jie Yi Couture Identitet brenda је добитник Гвоздене награде A' Design Award, престижног признања које се додељује добрим дизајнима који испуњавају професионалне и индустријске захтеве очекиване од добро осмишљених творевина. Добитници Гвоздене награде показују велико умеће, високу специјализацију, стручно разумевање и креативне способности својих твораца. Очекује се да Jie Yi Couture Identitet brenda буде високо цењена, дивљена и вољена творевина која је практична и иновативна. Овај дизајн награђен Гвозденом наградом A' Design Award уграђује најбоље праксе индустрије и има компетентна техничка својства повезана са знањем и талентом. Захваљујући темељности, Jie Yi Couture Identitet brenda заслужује поштовање и осмишљен је да пружи побољшања квалитета живота која помажу да свет буде бољи.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency.
Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux - Dimensions & Packaging
- The packaging shown is offered in a variety of sizes and iterations based on the product.
- Tags
- Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
- Production Technology
- Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
- Design Challenge
- The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
- Research
- To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
- Inspiration
- Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
- Project Duration
- The project started in August 2018 in Shanghai and finished in January 2020 in New York.
- Operation Flow
- Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo.
As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element. - Team Members
- Independent
- Image Credits
- Yiwen Tu, 2020
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