Guangzhou Cheung Ying Design Co. Ltd. 的作品 ZhenYue 标志与品牌形象设计

设计师 Guangzhou Cheung Ying Design Co. Ltd. 的作品 ZhenYue 标志与品牌形象设计荣获了极具声望的 2022 A' Design Award 铜奖，竞赛类别为平面、插画与视觉传达设计。

铜平面· 2022

ZhenYue 标志与品牌形象设计

设计师： Guangzhou Cheung Ying Design Co. Ltd.

客户: Guangzhou Cheung Ying Design Co., Ltd.

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 #137424 的获奖状态

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设计作品

关于 ZhenYue 标志与品牌形象设计

「珍粤」是为一家干货零售商打造的标志与品牌形象。标志将传统竹制晒筛的造型与编织纹理相结合,品牌名称的字母彼此交错相连,整体排布宛如晒筛中盛放的干货。品牌色选用橙色,以传递传统手工艺的质感与温暖气息。该视觉形象以矢量格式绘制,应用于零售包装、销售门店、线上商城及广告宣传之中,印刷品部分则采用烫金与丝网印刷工艺。

荣誉认可

关于A' Design Award 铜奖

ZhenYue 标志与品牌形象设计是 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ZhenYue 标志与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。ZhenYue 标志与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: ZhenYue is a dried foods retailer with the aim of restore the essence of food. In order to better empower the new consumption experience of the company and strengthen the stickiness between consumers and the brand, the new brand standard color selects orange, which is conveys the traditional craftsmanship and enthusiastic visual language of the product. Through the visual combination of the new logo and extended graphics, the overall vision brings a strong penetrating power, which is unified and stylish, and further enhances consumer confidence.
尺寸与包装: The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual.
标签: Logo, Branding, Packaging, Visual Identity, Graphic Design
生产技术: Logo and graphics are adapted in many scenes, such as business card, badge, notebook, gift package, canvas bag, etc. The process involves foil gold, screen printing.
设计挑战: The difficulty of the work is that the brand has a wide range of dried foods products, and hundreds of products with design issues such as blurred labels, inconsistent packaging, and visual inconsistency in the overall image. Therefore, the new image upgrade design must be flexible enough to support different audiences and category diversity.
研究: In-depth research was conducted on the production process of traditional dried foods. In addition, the understanding and needs of dried foods in the daily life of the city and its people were analyzed. All this makes us clear the direction of brand upgrade. It redefines the essence of the brand, its differentiated attributes, values, the personality archetype of the brand and its main purpose. A design system that simultaneously displays the overall image of the brand and the unique attributes of the product is constructed.
灵感: As one of the characteristic traditional crafts in China, the most significant feature of dried foods is that it is dehydrated by slow drying in the sun. Therefore, in the design of the new brand logo, the traditional bamboo sieve drying form and the weaving process are combined, and the brand name letters "z, h, e, n, y, u, e " are interspersed and linked to each other, so that the arrangement form of each letter makes it look like the collection of different dried foods in the bamboo sifter, which interprets the connotation of the brand name of " ZhenYue ", and brings out the beautiful meaning of " ZhenYue Selection, High-quality Gathering" as a whole.
项目周期: The project started in June 2020 in Guangzhou and finished in September 2021 in Guangzhou.
操作流程: The new brand identity is designed for product retail packaging, sales outlets, online stores and advertising.
团队成员: Creative Director: Zhiji Dong
Designer: Lu Gu
图片版权: Guangzhou Cheung Ying Design Co., Ltd..