Dragon Alley Varumärkesidentitet av Tian Liu and Jiayi Chen

Designen Dragon Alley Varumärkesidentitet av Tian Liu and Jiayi Chen är en högt ansedd vinnare av den mycket prestigefyllda 2021 A' Design Award i Brons i tävlingskategorin Grafik-, Illustrations- och Visuell Kommunikationsdesign.

BronsGrafik· 2021

Dragon Alley Varumärkesidentitet

av Tian Liu and Jiayi Chen

Klient: Evil Design Studio

Vinnare av A' Design Award i Brons i kategorin Grafik

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Färger

Designen

Om Dragon Alley Varumärkesidentitet

Dragon Alley är en varumärkesidentitet skapad för en hot pot-restaurang och ett anslutande teahus. Identiteten bygger på idén om dualism hämtad från kinesisk mytologi. Restaurangens identitet uttrycker frigörelse genom ett motiv av åskknall, en bläcksvart bakgrund och kraftfulla bokstavsformer. Teahusets identitet uttrycker återhållsamhet genom ett motiv av moln som bryts upp, en naturlig papperston och mjukare former. Gradvisa guldaccenter länkar samman båda identiteterna. Tillämpningarna omfattar visitkort, menyer, affischer, förpackningar och porslin.

Erkännandet

Om A' Design Award i Brons

Dragon Alley Varumärkesidentitet är vinnare av A' Design Award i Brons, ett högst prestigefyllt erkännande som tilldelas enastående designverk som utmärker sig genom kreativitet, uppfinningsrikedom och klokhet. Bronsvinnare är mycket skickliga och slående kreativa föremål som styrker formgivarnas stora erfarenhet, fantasi och påhittighet. Dragon Alley Varumärkesidentitet förväntas vara ett högt skattat, beundrat och älskat föremål som är anmärkningsvärt professionellt och innovativt. Detta vinnande verk i A' Design Award i Brons införlivar bästa praxis inom konst, vetenskap, design och teknik och är utmärkt genom sin omsorg om detaljer. Dragon Alley Varumärkesidentitet tillfredsställer fantastiskt behov, rör vid längtan, charmar känslor och väcker nyfikenhet.

Bakom designen

Presskit

Erkännanden, teammedlemmar och tekniska detaljer tillhandahållna av designern.

Unika egenskaper: Based on the brand attributes of the spirit of dualism and Chinese mythology, we use it in the entire brand design process. In terms of font identification, it conveys such feelings at intercross and interlard to each other mutually. In terms of design elements, the main elements are "Crack of Thunder"in Dragon Alley and "Burst Through Clouds" in Dragon Alley Inner, the former is vigorous, while the latter is gentle. In terms of color, ink color is used as the main background color in Dragon Alley, while natural paper color as the main background color in Dragon Alley Inner, with gradual change of gold as the element.
Dimensioner & förpackning: Business card:99mm*50mm,
Bag:293mm*136mm,
Folder:480mm*310mm,
Menu:136mm*293mm,
Menu cover:250mm*140mm,
Poster:A2,
Dinner plate:diameter: 200mm,
Self-heating hot pot: 35mm*30mm*25mm,
Tea Caddy:105mm*105mm*150mm,
Oil tank:diameter 40mm*50mm,
Scarf:300mm*300mm
Taggar: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Produktionsteknik: In terms of design, the software we mainly use are Adobe Illustrator, Photoshop, After Effect and Cinema 4D.

Further more, in the later material production, it uses stamping technology, gravure printing technology, spot color printing and so on, in order to present the brand vision perfectly. In addition, there needs to be special requirements for its printing materials.
Designutmaning: During the project. We have studied the various historical periods of China from ancient times to modern times. How to convert Chinese mythological information into usable font design, Graphic design and pattern design are the most important issues.

At the same time, how to balance the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner is also our main task.
Finally, how to integrate the concept of dragon throughout the brand design is also a problem we need to solve.
Forskning: First of all, for a new brand, we need to let it have a complete brand story and a deep brand spirit. For business purposes, we need to make consumers recognize the brand, and based on brand value, we need our designers to create meaningful brand content. We have created a complete mythological worldview for Dragon Alley and Dragon Alley Inner, so that the brand has complete story content and visual symbols from beginning to end.

Relying on this complete set of brand visual system and story system, the brand can have a unified way of communication in terms of visual perception, operation and marketing.
Inspiration: We received the project that needed to make the brand design of Dragon Alley Hot Pot and Dragon Alley Inner Tea Room for our client. Dragon Alley has main feature of lively hot pot restaurant, and on the contrary, Dragon Alley Inner corresponds to people's leisure tea time after meals. Chinese living alleys have two special attributes of street life. Based on the spatial differences between the two, the project design seeks to create a sense of contradiction and integration of balance, namely dualism. Emotionally, Dragon Alley represents release, while Dragon Alley Inner immersed in restraint.
Projektlängd: The project began in 2019 in Milan, the overall visual design at the end of May 2020, and the project eventually landed in Chengdu China.
Arbetsflöde: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Teammedlemmar: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Bildkrediteringar: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.