Dragon Alley Ìṣẹ̀dá Àmì Ilé-Iṣẹ́ (Brand Identity Design) by Tian Liu and Jiayi Chen is a highly esteemed winner of the very prestigious 2021 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Àwòrán, Àpèjúwe àti Ìbánisọ̀rọ̀ Ojú-Ìwòran Competition Category.
IdẹÀwòrán· 2021
Dragon Alley Ìṣẹ̀dá Àmì Ilé-Iṣẹ́ (Brand Identity Design)
Client: Evil Design Studio
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Àwòrán Category
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The Design
About Dragon Alley Ìṣẹ̀dá Àmì Ilé-Iṣẹ́ (Brand Identity Design)
Dragon Alley jẹ́ ìṣẹ̀dá àmì ilé-iṣẹ́ tí a ṣe fún ilé-oúnjẹ tí ń ta hot pot àti yàrá tíì tí ó wà nítòsí rẹ̀. Àmì náà ni a kọ́ sórí èrò ìlọ́po-méjì tí a fà yọ láti inú ìtàn àtọwọ́dọ́wọ́ Ṣáínà. Àmì ilé-oúnjẹ náà ń fi ìtúsílẹ̀ hàn nípasẹ̀ àwòrán ìpààrọ̀ àrá, ẹ̀yìn tí ó dúdú bí ìnki, àti àwọn lẹ́tà tí ó lágbára. Àmì yàrá tíì náà sì ń fi ìkóra-ẹni-níjànu hàn nípasẹ̀ àwòrán ìjáde láti inú ẹ̀ṣújò, àwọ̀ bébà tí ó dàbí ti ẹ̀dá, àti àwọn ìrísí tí ó rọ̀. Àwọ̀ wúrà tí ó ń yí padà díẹ̀díẹ̀ ni ó so àwọn àmì méjèèjì pọ̀. Àwọn ohun-ìlò tí a lò fún un pẹ̀lú kaadi iṣẹ́, àkọsílẹ̀ oúnjẹ, póòsítà, ìdì-ìgbékalẹ̀ àti àwọn ohun-èlò tábìlì.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Dragon Alley Ìṣẹ̀dá Àmì Ilé-Iṣẹ́ (Brand Identity Design) 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 Dragon Alley Ìṣẹ̀dá Àmì Ilé-Iṣẹ́ (Brand Identity Design) 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. Dragon Alley Ìṣẹ̀dá Àmì Ilé-Iṣẹ́ (Brand Identity Design) 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
- Based on the brand attributes of the spirit of dualism and Chinese mythology, we use it in the entire brand design process. In terms of font identification, it conveys such feelings at intercross and interlard to each other mutually. In terms of design elements, the main elements are "Crack of Thunder"in Dragon Alley and "Burst Through Clouds" in Dragon Alley Inner, the former is vigorous, while the latter is gentle. In terms of color, ink color is used as the main background color in Dragon Alley, while natural paper color as the main background color in Dragon Alley Inner, with gradual change of gold as the element.
- Dimensions & Packaging
- Business card:99mm*50mm,
Bag:293mm*136mm,
Folder:480mm*310mm,
Menu:136mm*293mm,
Menu cover:250mm*140mm,
Poster:A2,
Dinner plate:diameter: 200mm,
Self-heating hot pot: 35mm*30mm*25mm,
Tea Caddy:105mm*105mm*150mm,
Oil tank:diameter 40mm*50mm,
Scarf:300mm*300mm - Tags
- VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
- Production Technology
- In terms of design, the software we mainly use are Adobe Illustrator, Photoshop, After Effect and Cinema 4D.
Further more, in the later material production, it uses stamping technology, gravure printing technology, spot color printing and so on, in order to present the brand vision perfectly. In addition, there needs to be special requirements for its printing materials. - Design Challenge
- During the project. We have studied the various historical periods of China from ancient times to modern times. How to convert Chinese mythological information into usable font design, Graphic design and pattern design are the most important issues.
At the same time, how to balance the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner is also our main task.
Finally, how to integrate the concept of dragon throughout the brand design is also a problem we need to solve. - Research
- First of all, for a new brand, we need to let it have a complete brand story and a deep brand spirit. For business purposes, we need to make consumers recognize the brand, and based on brand value, we need our designers to create meaningful brand content. We have created a complete mythological worldview for Dragon Alley and Dragon Alley Inner, so that the brand has complete story content and visual symbols from beginning to end.
Relying on this complete set of brand visual system and story system, the brand can have a unified way of communication in terms of visual perception, operation and marketing. - Inspiration
- We received the project that needed to make the brand design of Dragon Alley Hot Pot and Dragon Alley Inner Tea Room for our client. Dragon Alley has main feature of lively hot pot restaurant, and on the contrary, Dragon Alley Inner corresponds to people's leisure tea time after meals. Chinese living alleys have two special attributes of street life. Based on the spatial differences between the two, the project design seeks to create a sense of contradiction and integration of balance, namely dualism. Emotionally, Dragon Alley represents release, while Dragon Alley Inner immersed in restraint.
- Project Duration
- The project began in 2019 in Milan, the overall visual design at the end of May 2020, and the project eventually landed in Chengdu China.
- Operation Flow
- The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
- Team Members
- Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
- Image Credits
- Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.
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