Tian Liu and Jiayi Chen 的作品 Dragon Alley 品牌形象设计

设计师 Tian Liu and Jiayi Chen 的作品 Dragon Alley 品牌形象设计荣获了极具声望的 2021 A' Design Award 铜奖，竞赛类别为平面、插画与视觉传达设计。

铜平面· 2021

Dragon Alley 品牌形象设计

设计师： Tian Liu and Jiayi Chen

客户: Evil Design Studio

平面类别A' Design Award 铜奖获奖者

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已验证的获奖者

验证 #111593 的获奖状态

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色彩

设计作品

关于 Dragon Alley 品牌形象设计

"龙巷"是为一家火锅餐厅及其毗邻茶室打造的品牌形象设计。该形象体系以中国神话中的二元对立理念为核心构建。餐厅形象通过惊雷炸裂的图形母题、墨黑底色与遒劲有力的字体造型,传达"释放"之意;茶室形象则以云破天开的图形母题、天然纸质色调与柔和的形态语言,诠释"内敛"之美。渐变的金色点缀将两套形象巧妙串联。应用载体涵盖名片、菜单、海报、包装及餐具等。

荣誉认可

关于A' Design Award 铜奖

Dragon Alley 品牌形象设计是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Dragon Alley 品牌形象设计将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Dragon Alley 品牌形象设计出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

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: 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.
尺寸与包装: 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
标签: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
生产技术: 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.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: 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.
操作流程: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
团队成员: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
图片版权: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.