Pure Green Kitambulisho cha Kuonekana by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 Tuzo ya Chuma ya A' Design Award in Usanifu wa Michoro, Picha na Mawasiliano ya Kuona Competition Category.
ChumaMchoro· 2020
Pure Green Kitambulisho cha Kuonekana
by Xinqi Liu
Client: MET Creative Brand
Tuzo ya Chuma ya A' Design Award Winner in Mchoro Category
Verified Award Winner
Verify Award Status for #100488The Design
About Pure Green Kitambulisho cha Kuonekana
Pure Green ni kitambulisho cha kuonekana kwa chapa ya mkahawa wa hotpot mjini Chongqing. Rangi ya kijani ya pilipili safi ya hotpot imetumika kama rangi ya chapa, ikitofautiana na rangi nyekundu ambayo ni ya kawaida katika soko la eneo hilo. Picha ya mhusika aitwaye Mobee inaunda alama kuu ya kitambulisho hicho. Mobee inachanganya kipengele chanya cha duara na kipengele hasi cha msalaba. Vigae vya mahjong vinachukua nafasi ya sura ya uso ili kuonyesha uhuru, siri na uchangamfu. Alama za chapa hiyo zinatumika katika aina na midia mbalimbali, kwa lengo la kuikaribisha zaidi chapa hiyo kwa watumiaji vijana.
The Recognition
About the Tuzo ya Chuma ya A' Design Award
Pure Green Kitambulisho cha Kuonekana ni mshindi wa Tuzo ya Chuma ya A' Design Award, utambuzi wenye heshima unaotolewa kwa miundo mizuri inayokidhi mahitaji ya kitaalamu na ya kiviwanda yanayotarajiwa kutoka kwa kazi zilizobuniwa vizuri. Washindi wa Chuma huonyesha ustadi mkubwa, utaalamu wa hali ya juu, uelewa wa kitaalamu na uwezo wa kibunifu wa waumbaji wao. Pure Green Kitambulisho cha Kuonekana inatarajiwa kuwa kazi inayothaminiwa sana, kupendwa na kuenziwa, ambayo ni ya vitendo na bunifu. Muundo huu ulioshinda Tuzo ya Chuma ya A' Design Award unajumuisha mbinu bora za tasnia na una sifa za kiufundi zenye uwezo zilizounganishwa na ujuzi na kipaji. Pure Green Kitambulisho cha Kuonekana inaheshimiwa kwa uangalifu wake na imebuniwa kutoa maboresho ya ubora wa maisha yanayosaidia kuufanya ulimwengu kuwa mahali bora zaidi.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
- Dimensions & Packaging
- The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
- Production Technology
- The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
- Design Challenge
- The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
- Research
- In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
- Inspiration
- The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
- Project Duration
- The project started in July 2019 in Chongqing and finished in December in Chongqing.
- Operation Flow
- Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
- Patents
- Copyrights belong to Xinqi Liu, 2019.
- Team Members
- Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang - Image Credits
- Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.
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