Tian Liu and Jiayi Chen 嘅作品 Dragon Alley 品牌形象設計

由設計師 Tian Liu and Jiayi Chen 創作嘅 Dragon Alley 品牌形象設計係備受推崇嘅 2021 A' Design Award 銅獎得獎作品，獲獎類別為平面設計。

銅平面· 2021

Dragon Alley 品牌形象設計

由 Tian Liu and Jiayi Chen

客戶: Evil Design Studio

平面類別嘅 A' Design Award 銅獎得獎者

8,406

經驗證嘅獲獎者

驗證設計 #111593 嘅獲獎狀態

訪問網站喺 A' Design Award 查看新聞稿獎項徽章

色彩

設計

關於 Dragon Alley 品牌形象設計

「龍巷」係為一間火鍋店同埋毗鄰嘅茶室而設計嘅品牌形象。呢個形象設計以中國神話入面嘅二元對立概念為基礎。火鍋店嘅形象透過雷電乍現嘅圖案、墨黑色嘅背景同剛勁有力嘅字體造型，表現出一種爆發同釋放嘅感覺。茶室嘅形象就透過破雲而出嘅圖案、天然紙張色調同較為柔和嘅造型，表現出含蓄內斂嘅氣質。兩者之間以漸變金色點綴貫穿連結。應用範圍包括名片、餐牌、海報、包裝同埋餐具。

榮譽認可

關於A' Design Award 銅獎

Dragon Alley 品牌形象設計是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Dragon Alley 品牌形象設計將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Dragon Alley 品牌形象設計出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

設計背後

新聞資料包

由設計師提供嘅製作人員名單、團隊成員同技術詳情。

獨特屬性: 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.
尺寸同包裝: 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
標籤: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
生產技術: 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.
設計挑戰: 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.
靈感: 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.
項目時長: 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.
團隊成員: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
圖片來源: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.