ZhenYue Logotyp och varumärkesidentitet by Guangzhou Cheung Ying Design Co. Ltd.

ZhenYue Logotyp och varumärkesidentitet by Guangzhou Cheung Ying Design Co. Ltd. is a highly esteemed winner of the very prestigious 2022 A' Design Award i Brons in Grafik-, Illustrations- och Visuell Kommunikationsdesign Competition Category.

BronsGrafik· 2022

ZhenYue Logotyp och varumärkesidentitet

by Guangzhou Cheung Ying Design Co. Ltd.

Client: Guangzhou Cheung Ying Design Co., Ltd.

A' Design Award i Brons Winner in Grafik Category

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Verified Award Winner

Verify Award Status for #137424

View at A' Design Award Press Release Award Badge

Colors

The Design

About ZhenYue Logotyp och varumärkesidentitet

ZhenYue är en logotyp och varumärkesidentitet skapad för en återförsäljare av torkade livsmedel. Logotypen kombinerar formen av ett traditionellt torksåll i bambu med ett vävt mönster. Bokstäverna i varumärkesnamnet är sammanflätade och länkade, så att arrangemanget påminner om torkade livsmedel samlade i ett såll. Orange valdes som varumärkesfärg för att uttrycka traditionellt hantverk och värme. Identiteten är ritad i vektorformat och tillämpas på detaljhandelsförpackningar, försäljningsställen, nätbutiker och reklam. Folietryck i guld och screentryck används på tryckta material.

The Recognition

About the A' Design Award i Brons

ZhenYue Logotyp och 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. ZhenYue Logotyp och 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. ZhenYue Logotyp och varumärkesidentitet tillfredsställer fantastiskt behov, rör vid längtan, charmar känslor och väcker nyfikenhet.

Behind the Design

Press Kit

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

Unique Properties: ZhenYue is a dried foods retailer with the aim of restore the essence of food. In order to better empower the new consumption experience of the company and strengthen the stickiness between consumers and the brand, the new brand standard color selects orange, which is conveys the traditional craftsmanship and enthusiastic visual language of the product. Through the visual combination of the new logo and extended graphics, the overall vision brings a strong penetrating power, which is unified and stylish, and further enhances consumer confidence.
Dimensions & Packaging: The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
Tags: Logo, Branding, Packaging, Visual Identity, Graphic Design
Production Technology: Logo and graphics are adapted in many scenes, such as business card, badge, notebook, gift package, canvas bag, etc. The process involves foil gold, screen printing.
Design Challenge: The difficulty of the work is that the brand has a wide range of dried foods products, and hundreds of products with design issues such as blurred labels, inconsistent packaging, and visual inconsistency in the overall image. Therefore, the new image upgrade design must be flexible enough to support different audiences and category diversity.
Research: In-depth research was conducted on the production process of traditional dried foods. In addition, the understanding and needs of dried foods in the daily life of the city and its people were analyzed. All this makes us clear the direction of brand upgrade. It redefines the essence of the brand, its differentiated attributes, values, the personality archetype of the brand and its main purpose. A design system that simultaneously displays the overall image of the brand and the unique attributes of the product is constructed.
Inspiration: As one of the characteristic traditional crafts in China, the most significant feature of dried foods is that it is dehydrated by slow drying in the sun. Therefore, in the design of the new brand logo, the traditional bamboo sieve drying form and the weaving process are combined, and the brand name letters "z, h, e, n, y, u, e " are interspersed and linked to each other, so that the arrangement form of each letter makes it look like the collection of different dried foods in the bamboo sifter, which interprets the connotation of the brand name of " ZhenYue ", and brings out the beautiful meaning of " ZhenYue Selection, High-quality Gathering" as a whole.
Project Duration: The project started in June 2020 in Guangzhou and finished in September 2021 in Guangzhou.
Operation Flow: The new brand identity is designed for product retail packaging, sales outlets, online stores and advertising.
Team Members: Creative Director: Zhiji Dong
Designer: Lu Gu
Image Credits: Guangzhou Cheung Ying Design Co., Ltd..