Jie Yi Couture Utambulisho wa Chapa by Yiwen Tu

Jie Yi Couture Utambulisho wa Chapa by Yiwen Tu is a highly esteemed winner of the very prestigious 2021 Tuzo ya Chuma ya A' Design Award in Usanifu wa Michoro, Picha na Mawasiliano ya Kuona Competition Category.

ChumaMchoro· 2021

Jie Yi Couture Utambulisho wa Chapa

by Yiwen Tu

Client: Jie Yi Couture Studio

Tuzo ya Chuma ya A' Design Award Winner in Mchoro Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Jie Yi Couture Utambulisho wa Chapa

Jie Yi Couture ni utambulisho wa chapa ulioundwa kwa ajili ya studio ya mavazi ya kifahari (couture) mjini Shanghai. Herufi ya Kichina Jie ina maana ya kutatua na kubomoa, wakati Yi ina maana ya moja, umoja na uthabiti. Nembo hiyo imejengwa kwa kutumia maandishi ya Kichina, na sehemu za herufi zimebadilishwa na alama za mfano wa mwanasesere wa nguo (mannequin) na mkasi. Michoro ya kutengeneza mifumo ya mavazi (pattern-making sketches) ndiyo kipengele kikuu cha kuona, na mistari yake, mipinde na maelezo yake huunda muundo wa kina. Utambulisho huu umetumika kwenye vifungashio vinavyotolewa kwa ukubwa kadhaa. Muundo huu unaonyesha ustadi wa ufundi na huduma ya ushonaji wa nusu-maalum (semi-custom tailoring).

The Recognition

About the Tuzo ya Chuma ya A' Design Award

Jie Yi Couture Utambulisho wa Chapa 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. Jie Yi Couture Utambulisho wa Chapa 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. Jie Yi Couture Utambulisho wa Chapa 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: 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