Yic Barbecue Market Mosebetsi o ka Sehlooho: Boitsebiso ba Pono by Youjia Gu

Yic Barbecue Market Mosebetsi o ka Sehlooho: Boitsebiso ba Pono by Youjia Gu is a highly esteemed winner of the very prestigious 2020 Moputso oa Boronse oa A' Design Award in Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono Competition Category.

BoronseKerafikhe· 2020

Yic Barbecue Market Mosebetsi o ka Sehlooho: Boitsebiso ba Pono

by Youjia Gu

Client: MET Creative Brand

Moputso oa Boronse oa A' Design Award Winner in Kerafikhe Category

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The Design

About Yic Barbecue Market Mosebetsi o ka Sehlooho: Boitsebiso ba Pono

Mongolo wa Buka: Yic Barbecue Market ke boitsebiso ba pono bo entsweng bakeng sa lebenkele la nama e besitsweng. Boitsebiso bona bo hahiloe ho theha modumo wa ho besa, o hlahisitsweng e le Zila, o etsang sebui sa khoebo le sistimi e sephethephethe ya ho ngola dintlha. Sebopeho se senyenyane sa phoofolo e jang nama se bitswang Zila beast se sebetsa e le seswantsho sa khoebo, se nang le sefahleho se ratehang le molomo o butsweng. Dibopeho tse tsheletseng tse kang linaledi le dikepe tsa moya di bontsha mahatammoja le sebaka, tse tshehetsang sehlooho sa 'polanete ya ho besa nama'. Mebala e mararo e kang oranese e le ntle le e tshehla-botala e fana ka boitsebiso bo nang le mokgwa o monate le wa mehleng ee. Boitsebiso bona bo sebediswa ho pholletsa le sebaka sa ka hare sa dimithara tse dipatlisiswang tse 280.

The Recognition

About the Moputso oa Boronse oa A' Design Award

Yic Barbecue Market Mosebetsi o ka Sehlooho: Boitsebiso ba Pono ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Yic Barbecue Market Mosebetsi o ka Sehlooho: Boitsebiso ba Pono e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Yic Barbecue Market Mosebetsi o ka Sehlooho: Boitsebiso ba Pono e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In order to distinguish itself from the traditional barbecue shop, designers carried out strategy output and IP creation for the whole brand of Yic BBQ Market. At the same time, they have also carried out brand differentiation positioning, through the cross-border integration of IP and space, to create a unique brand image. Therefore, this case is not only a barbecue shop, but also an alien small dinosaur IP trend shop.
Dimensions & Packaging: The project covers a total of 280 square meters. The concept of "barbecue planet" is created through planet, space, aerospace and other elements in space to give consumers immersive real sensory experience.
Tags: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Barbecue, Planet Space Station
Production Technology: The design of Yic BBQ Market starts from the auditory part of the five senses experience, and extracts the sound of barbecue as the main line throughout the brand and the basis of the construction of copywriting system. Designers hope to use the voice heard in the process of "Zila" consumer experience as the starting point of their design to build the auditory experience of the whole scene.
Design Challenge: If the brand wants to reach the consumers' heart accurately, it needs a spokesperson who takes IP as the carrier and speaks out. Barbecue is about the pleasure of eating meat, so the designers have designed Zila beast, a small monster image of eating meat. Its appearance is cute, with an opening mouth indicates its identity is a carnivore.
Research: When hearing the sound like "Zila" everyone can think of Yic Barbecue Market. This is not only the sound of grilled meat, but also the sound of heartbeats. Therefore, the brand's slogan "love is Zila Zila" describes the common points of love and barbecue. In this direction, through a series of copywriting system to create close to the emotional needs and psychology of female consumers.
Inspiration: Yic BBQ Market focuses on the female groups who love to eat, play and have a passion for life, it strives to satisfy new and interesting user experiences and enjoy high cost-effective enjoyment, creating a lovely and fashionable "barbecue planet" theme interactive IP restaurant.
Project Duration: The project started in October 2018 in Suqian and finished in December 2018 in Suqian.
Operation Flow: On the touch line of in store consumption, designers have also created an eye-catching space sense IP punch point, as well as an open file area, implanting interesting copywriting, such as "the beauty of under the moon is unparalleled, eating meat tonight is not fat" and other emotional interactions with consumers.
Patents: Copyrights belong to Youjia Gu, 2018
Team Members: Youjia Gu
Yun Liu
Siyu Xu
Lei Chen
Yuting Wang
Xin Wei
Image Credits: Image #1: Photographer MET Creative Brand, Yic, 2018.
Image #2: Photographer MET Creative Brand, Yic, 2018.
Image #3: Photographer MET Creative Brand, Yic, 2018.
Image #4: Photographer MET Creative Brand, Yic, 2018.
Image #5: Photographer MET Creative Brand, Yic, 2018.