Serious Little Squid Iṣẹ Akọkọ: Idanimọ Wiwo by Youjia Gu is a highly esteemed winner of the very prestigious 2020 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Àwòrán, Àpèjúwe àti Ìbánisọ̀rọ̀ Ojú-Ìwòran Competition Category.
IdẹÀwòrán· 2020
Serious Little Squid Iṣẹ Akọkọ: Idanimọ Wiwo
by Youjia Gu
Client: MET Creative Brand
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Àwòrán Category
Verified Award Winner
Verify Award Status for #100470The Design
About Serious Little Squid Iṣẹ Akọkọ: Idanimọ Wiwo
Ọrọ Iwe: Serious Little Squid jẹ idanimọ wiwo ti a ṣẹda fun ami-iyasọtọ ile ounjẹ kan. Idanimọ naa ni a kọ ni ayika A Zheng, ohun kikọ squid kan ti o dúró fún àwọn òṣìṣẹ́ ọ́fíìsì ìlú. Àwọn kúlẹ̀kúlẹ̀ bí táì ọrùn àti gèlè orí ni ó jẹ́ kí ohun kikọ náà rọrùn láti dá mọ̀. Ọ̀nà àwòrán tí a lò ń tẹ̀le àpẹẹrẹ àwọn fíìmù dúdú àti funfun tí kò ní ohùn, ní lílo àbùkù tí ó tutù àti àwọn ìran arìnrìn-àjòrí tí ó rọrùn. Ọwọ́ àwọn àwòrán kan tí a ń pè ní inú itage ṣàfihàn ìgbésí ayé ojoojúmọ́ ní ìlú ńlá kan. Ète náà ni láti kọ́ ohun orin ami-iyasọtọ tí ó dára àti ìbáṣepọ̀ tí ó súnmọ́ pẹ̀lú àwọn oníbàárà ọ̀dọ́.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Serious Little Squid Iṣẹ Akọkọ: Idanimọ Wiwo jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Serious Little Squid Iṣẹ Akọkọ: Idanimọ Wiwo yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Serious Little Squid Iṣẹ Akọkọ: Idanimọ Wiwo ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
- Dimensions & Packaging
- The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
- Production Technology
- Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
- Design Challenge
- Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
- Research
- Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
- Inspiration
- With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
- Project Duration
- The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
- Operation Flow
- In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
- Patents
- Copyrights belong to Youjia Gu, 2019.
- Team Members
- Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei - Image Credits
- Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.
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