The Wild Ubuchwephesha by Chao Xu is a highly esteemed winner of the very prestigious 2020 Ibhaso Lentsimbi le-A' Design Award in Uyilo lweGrafiki, umZobo kunye noNxibelelwano oluBonakalayo Competition Category.

IntsimbiIgrafiki· 2020

The Wild Ubuchwephesha

by Chao Xu

Client: AhnLuh Luxury Resorts and Residences

Ibhaso Lentsimbi le-A' Design Award Winner in Igrafiki 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 The Wild Ubuchwephesha

Olu luyilo lophawu lwendawo entsha yokuchithela, eyakhiwe phezu kwentaba iHuangbai kwiPhondo laseHunan. Iinjongo zale projekthi kukudibanisa ubuhle bendabuko baseTshayina kunye nokulula kweNtshona kuyilo lophawu. Iqela loyilo likhuphe iimpawu ezityebileyo zezilwanyana nezityalo kwiHuangbai intaba zaza zenza uphawu lwendlela yomkhombaniso zisebenzisa ubuchule bokupeyinta kwesiTshayina, iintsiba zemikhombe zenziwe lula kwipatheni yoyilo. Le patheni isisiseko inokwenza zonke iintlobo zezilwanyana nezityalo （ezikhoyo entabeni), kwaye yenze zonke izinto zoyilo zikhangeleke ziyahambelana.

The Recognition

About the Ibhaso Lentsimbi le-A' Design Award

The Wild Ubuchwephesha ngumphumeleli weIbhaso Lentsimbi le-A' Design Award, ukuqatshelwa okuhlonitshwayo okunikwa imiyilo elungileyo eyanelisa iimfuno zobungcali neemveliso ezilindelekileyo kwimveliso ezicwangciswe kakuhle. Abaphumeleleyo beNtsimbi babonisa ubuchule obukhulu, ubuchule obuphezulu, ukuqonda kwengcali namandla okuyila abayili babo. The Wild Ubuchwephesha iyathenjwa ukuba ibe yimveliso exatyiswa kakhulu, edunyiswayo nethandwayo esebenzayo neyinto entsha. Lo myilo uphumeleleyo weIbhaso Lentsimbi le-A' Design Award udibanisa iindlela ezilungileyo kakhulu zemboleko kwaye unezimpawu zobuchwephesha ezifanelekileyo ezidityaniswe nolwazi netalente. The Wild Ubuchwephesha iyahlonelwa ngenxa yenkcukacha yayo kwaye yacwangciselwa ukunika uphuculo lomgangatho wobomi olunceda ukwenza ihlabathi libe yindawo engcono.

Behind the Design

Press Kit

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

Unique Properties: This is a brand design for a new luxury resort, which is built on top of Huangbai mountain. We extracted the rich characteristics of animals and plants in that forest and used the feathers of cranes as a pattern. This basic pattern can form all kinds of animals and plants（which exist in the mountain), by applying same pattern through the entire design making this visual identity unified and harmonious.
Dimensions & Packaging: Business card: 90mm x 50mm
Letterhead: 297mm x 210mm
Greeting card: 148mm x 100mm
Tags: branding design, logo, Chinese style, hotel branding, simple
Production Technology: Using traditional Chinese painting:ink painting to create logo, which is a simple but artistic crane. the final products, e.g. business card, greeting card applied gold stamping on special paper, showing a tastefully low key luxury design.
Design Challenge: As the resort building was designed by architects from western country, whereas the site is in china, we need to combine traditional Chinese aesthetic with Western simplicity into branding design.
Research: Team members visited the site Huangbai mountain for three times, during the site visit, took large amount of site photos including unique plants and animals there. those elements finally be used in later stage design. Meanwhile, we did lots of background research on it culture and history aspects, in order to make the design more meaningful and powerful.
Inspiration: Design team applied traditional Chinese aesthetic feeling meanwhile kept its simplicity to the design. The reason to use the crane as a logo, is associated with the dream life that lots of people who choose to live in mountains desired: living idle lives like the cloud and wild crane, there is also a meaning of artistic conception. Designers got inspired by the rich characteristics of wild animals and plants in Huangbai mountain, therefore came up with different icons to represent wild animal and plants by using the same pattern element.
Project Duration: The project started in Jan 2019 in Hangzhou and finished in April 2019 in Hangzhou.
Team Members: Creative director:Chao Xu
Graphic design:Chao Xu