Lord Qu Idamọ Iworan by Siyu Xu 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
Lord Qu Idamọ Iworan
by Siyu Xu
Client: MET Creative Brand
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Àwòrán Category
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- Verified Award Winner
- Verify Award Status for #100477
The Design
About Lord Qu Idamọ Iworan
Lord Qu jẹ idamọ iworan ti a ṣẹda fun burandi ipanu kan ni Quzhou, China. Idamọ naa ṣafihan aṣa ounjẹ ibile Ilu China ni ọna ode-oni fun awọn onibara ọdọ. Ohun kikọ kan ti o da lori Confucius ni o jẹ aami akọkọ, ati pe ọ̀já irun ohun kikọ naa ni a ṣe apẹrẹ bii akara ti a jẹ nya. Awọn iyaworan aworan efe ila-ila so ohun kikọ naa pọ pẹlu awọn àpẹẹrẹ itan gẹgẹ bi dragoni fifò, Tẹmpili Confucius àti àwọsánmà oríire. A lo aami imu ẹlẹdẹ sori awọn ẹrọ atẹgun oúnjẹ, ohun-èlò tábìlì, àtùpà àti ẹ̀yìn ìjókòó nínú àyè ilé-oúnjẹ náà.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Lord Qu Idamọ Iworan 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 Lord Qu Idamọ Iworan 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. Lord Qu Idamọ Iworan 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
- Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.
- Dimensions & Packaging
- In the application of props, the designers make full use of the pig nose visual hammer, develop the steamer of Lord Qu exclusive pig nose on the tableware, the pig nose lamp and backrest seat in the space, make a deep strong link between the product and the brand, and carry out the exclusive brand design.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
- Production Technology
- The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.
- Design Challenge
- How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.
- Research
- As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.
- Inspiration
- Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.
- Project Duration
- The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
- Operation Flow
- The designers create a story for IP, personify the ingredients in the main products.
- Patents
- Copyrights belong to Siyu Xu, 2018.
- Team Members
- Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang - Image Credits
- Image #1: Photographer MET Creative Brand, Lord Qu, 2018.
Image #2: Photographer MET Creative Brand, Lord Qu, 2018.
Image #3: Photographer MET Creative Brand, Lord Qu, 2018.
Image #4: Photographer MET Creative Brand, Lord Qu, 2018.
Image #5: Photographer MET Creative Brand, Lord Qu, 2018.
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