Pure Green ራእያዊ መንነት by Xinqi Liu is a highly esteemed winner of the very prestigious 2020 ናይ ሓጺን ሽልማት A' Design Award in ንድፊ ግራፊክስ፣ ስእልን ብዓይኒ ዝረአ ርክብን Competition Category.

ሓጺንግራፊክ· 2020

Pure Green ራእያዊ መንነት

by Xinqi Liu

Client: MET Creative Brand

ናይ ሓጺን ሽልማት A' Design Award Winner in ግራፊክ Category

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The Design

About Pure Green ራእያዊ መንነት

ፕዩር ግሪን (Pure Green) ኣብ ቾንግኪንግ ንዝርከብ ናይ ሆትፖት ቤት-መግቢ ብራንድ ዝተዳለወ ራእያዊ መንነት እዩ። እቲ ናይ ሓድሽ በርበረ ሆትፖት ቀጠልያ ሕብሪ ከም ሕብሪ ብራንድ ኮይኑ ተጠቒሙ ኣሎ፣ እዚ ድማ ምስቲ ኣብቲ ከባቢያዊ ዕዳጋ ልሙድ ዝኾነ ቀይሕ ሕብሪ ይንጽባረቕ። ሞቢ (Mobee) ዝተባህለ ገጸ-ባህርያዊ ምስሊ ማእከላይ ምልክት እቲ መንነት ይፈጥር። ሞቢ ሓደ ኣወንታዊ ክቢን ኣሉታዊ መስቀላዊ ኤለመንትን የጣምር። ናይ ማጆንግ (Mahjong) ሰሌዳታት ነቲ ናይ ገጽ መለለዪታት ተኪኦም፣ ናጽነት፣ ምስጢራውነትን ህይወታውነትን ንምግላጽ ውዒሎም ኣለዉ። እቶም ናይ ብራንድ ምልክታት ኣብ ዝተፈላለዩ ቅርጽታትን መራኸቢ ብዙሓንን ተተግቢሮም ኣለዉ፣ እዚ ድማ ነቲ ብራንድ ናብ መንእሰያት ተጠቀምቲ ንምቕራብ ዝዓለመ እዩ።

The Recognition

About the ናይ ሓጺን ሽልማት A' Design Award

Pure Green ራእያዊ መንነት ናይ ሓጺን ሽልማት A' Design Award ዝዓወተ እዩ፣ ካብ ጽቡቕ ዝተዳለዉ ፍጥረታት ዝጽበዩ ሞያውን ኢንዱስትሪኣውን ጠለባት ንዝመላኡ ጽቡቓት ዲዛይናት ዝወሃብ ክቡር ኣፍልጦ። ዘዓወቱ ሓጺን ዓቢ ክእለት፣ ልዑል ፍሉይነት፣ ክኢላዊ ርድኢትን ፈጠራዊ ዓቕምን ፈጣርዮም የርእዩ። Pure Green ራእያዊ መንነት ብብዙሕ ዝተመነየ፣ ዝደነቐን ዝፈተዎን፣ ተግባራውን ሓድሽን ፍጥረት ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ሓጺን ሽልማት A' Design Award ንዝበለጹ ልምድታት ኢንዱስትሪ የጣምር፣ ምስ ፍልጠትን ተውህቦን ዝተኣሳሰሩ ብቑዓት ቴክኒካውያን ባህርያት ድማ ኣለዎ። Pure Green ራእያዊ መንነት ብጥንቃቐኡ ይኽበር፣ ንዓለም ዝሓሸ ቦታ ክትኸውን ዝሕግዙ ምምሕያሻት መዓርግ ህይወት ንምቕራብ ድማ ዝተዳለወ እዩ።

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.