Avant Modern Cuisine Ìdánimọ̀ Àmì-ọjà by Jiawei Wu is a highly esteemed winner of the very prestigious 2022 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Àwòrán, Àpèjúwe àti Ìbánisọ̀rọ̀ Ojú-Ìwòran Competition Category.
IdẹÀwòrán· 2022
Avant Modern Cuisine Ìdánimọ̀ Àmì-ọjà
by Jiawei Wu
Client: Jiawei Wu Design
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Àwòrán Category
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- Verified Award Winner
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The Design
About Avant Modern Cuisine Ìdánimọ̀ Àmì-ọjà
Avant jẹ́ ilé-oúnjẹ oúnjẹ àdáyébá tó wà ní orílẹ̀-èdè Ṣáínà. Èrò ìdánimọ̀ àmì-ọjà náà ń lo ìrírí àjò òkèèrè àwọn olówó rẹ̀ láti fún àwọn oníbàárà ní ìrántí àkànṣe pé wọ́n ti gbé ìrìn-àjò kan ṣe. Ó bẹ̀rẹ̀ pẹ̀lú àkọsílẹ̀ oúnjẹ kan tí a ṣe àpẹẹrẹ rẹ̀ láti jọ ìwé-ìrìn-àjò. Lẹ́yìn oúnjẹ kọ̀ọ̀kan, àwọn oníbàárà yóò gba tíkẹ́ẹ̀tì àkànṣe kan tí a ṣe àpẹẹrẹ rẹ̀ gẹ́gẹ́ bí ẹ̀mí ìṣírí pàtó tó wà lẹ́yìn oúnjẹ kọ̀ọ̀kan àti àwọn ìrántí láti àwọn ìlú náà. Ìrírí ìjẹun yìí di olókìkí gidigidi nígbà tí a dá ìrìn-àjò dúró nítorí àjàkálẹ̀-àrùn Covid.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Avant Modern Cuisine Ìdánimọ̀ Àmì-ọjà 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 Avant Modern Cuisine Ìdánimọ̀ Àmì-ọjà 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. Avant Modern Cuisine Ìdánimọ̀ Àmì-ọjà 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
- The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
- Dimensions & Packaging
- The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
- Tags
- Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
- Production Technology
- All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
- Design Challenge
- A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
- Research
- The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
- Inspiration
- The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
- Project Duration
- The project started in July 2020 in China and finished in March 2021.
- Operation Flow
- Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
- Patents
- Copyright belong to Jiawei Wu,2022
- Team Members
- Jiawei Wu
- Image Credits
- Jiawei Wu_Designer
Guanzhong Qiu_Photographer
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