Jie Yi Couture Identitas Merek by Yiwen Tu

Jie Yi Couture Identitas Merek by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 A' Design Award Beusi in Grafis Competition Category.

BeusiGrafis· 2021

Jie Yi Couture Identitas Merek

by Yiwen Tu

Client: Jie Yi Couture Studio

A' Design Award Beusi Winner in Grafis Category

9,548

Verified Award Winner

Verify Award Status for #109125

View at A' Design Award Press Release Award Badge

Colors

The Design

About Jie Yi Couture Identitas Merek

Jie Yi Couture nyaéta identitas merek anu dijieun pikeun studio couture di Shanghai. Aksara Cina Jie hartina ngajawab sarta ngabongkar, sedengkeun Yi hartina hiji, kasatunggalan jeung konsistensi. Logo ieu diwangun ku tipografi Cina, sarta bagian-bagian aksarana diganti ku simbol mannequin jeung gunting. Sketsa pembuatan pola (pattern-making) ngawangun unsur visual utama, sarta garis-garis, lengkungan, jeung catetanana ngahasilkeun pola nu rinci. Identitas ieu diterapkeun kana kemasan anu disayogikeun dina sababaraha ukuran. Desain ieu ngagambarkeun kaahlian tukang (craftsmanship) sarta jasa jahit semi-custom.

The Recognition

About the A' Design Award Beusi

Jie Yi Couture Identitas Merek mangrupa juara A' Design Award Beusi, pangakuan anu bergengsi anu dipasihkeun ka desain alus anu minuhan sarat profésional jeung industri anu diharepkeun tina kréasi anu dirarancang alus. Para juara Beusi nunjukkeun kaahlian anu hébat, spésialisasi anu luhur, pamahaman ahli jeung kamampuh kréatif para kréatorna. Jie Yi Couture Identitas Merek diharepkeun jadi kréasi anu dihargaan, dikagumi jeung dipikanyaah anu praktis jeung inovatif. Desain juara A' Design Award Beusi ieu ngalebetkeun prakték pangalusna industri sarta ngabogaan ciri téknis anu mampuh pakait jeung pangweruh praktis jeung bakat. Jie Yi Couture Identitas Merek dihormat pikeun katelitianana sarta dirarancang pikeun méré paningkatan kualitas hirup anu mantuan ngajadikeun dunya tempat nu leuwih hadé.

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