设计师 Xinqi Liu 的作品 Pure Green 视觉识别系统荣获了极具声望的 2020 A' Design Award 铁奖，竞赛类别为平面、插画与视觉传达设计。

铁平面· 2020

Pure Green 视觉识别系统

设计师： Xinqi Liu

客户: MET Creative Brand

平面类别A' Design Award 铁奖获奖者

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设计作品

关于 Pure Green 视觉识别系统

《纯青》是重庆一家火锅餐饮品牌的视觉识别系统。设计以青花椒火锅的青绿色作为品牌主色，与当地市场普遍采用的红色形成鲜明对比。名为Mobee的角色形象构成了该识别系统的核心符号，它由一个正形圆与一个负形十字元素组合而成，并以麻将牌替代五官，传递出独立、神秘而富有活力的气质。品牌符号被广泛应用于多元的形式与媒介之中，旨在拉近品牌与年轻消费者之间的距离。

荣誉认可

关于A' Design Award 铁奖

Pure Green 视觉识别系统是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Pure Green 视觉识别系统将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Pure Green 视觉识别系统因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
尺寸与包装: The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
标签: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
生产技术: The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
设计挑战: The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
研究: In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
灵感: The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
项目周期: The project started in July 2019 in Chongqing and finished in December in Chongqing.
操作流程: Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
专利: Copyrights belong to Xinqi Liu, 2019.
团队成员: Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang
图片版权: Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.