K-Chic 品牌形象 by Zi Huai Shen is a highly esteemed winner of the very prestigious 2022 A' Design Award 鐵獎 in 平面設計 Competition Category.

鐵平面· 2022

K-Chic 品牌形象

by Zi Huai Shen

Client: Central Kitchen

A' Design Award 鐵獎 Winner in 平面 Category

12,756

Verified Award Winner

Verify Award Status for #130694

View at A' Design Award Press Release Award Badge

Colors

The Design

About K-Chic 品牌形象

K-Chic係一個為韓式炸雞外賣品牌設計嘅品牌形象。標誌將字母K同雞爪印結合,帶出「遠征」嘅概念。字體設計參考咗韓國懷舊廣告嘅風格,令人聯想起響亮嘅口號。輔助圖案運用戰旗、古地圖同雞戰士等元素,表達韓國武士征途嘅主題。豐富嘅色彩喺標籤同包裝上標示唔同口味。主視覺將炸雞置於地圖之中,勾起人嘅食慾。

The Recognition

About the A' Design Award 鐵獎

K-Chic 品牌形象是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計K-Chic 品牌形象將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。K-Chic 品牌形象因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: K-CHIC, the Korean Fried Chicken in Belgium, specializes in authentic Korean style Fried Chicken and focuses on the meal delivery market. Just move your fingers to get a delicious Korean Fried Chicken from K-CHIC. Moreover, the client regards the Korean style Fried Chicken as a young and vivid Korean boy in neat figure. During European racing season, K-CHIC will be a new choice for the male consumers to eat while watching ball games.
Dimensions & Packaging: Main image 3600px x 3600px. Optional images 1800px x 1800px
Tags: Packaging Design, Brand Identity, Brand Design
Production Technology: Tag, Wrap
Design Challenge: The main visual uses a map expression technique to integrate the fried chicken into the picture to enhance the appetite and arouse the desire for consumption. The stickers are designed with the concept of military emblems combined with the tastes, with the rich colors, so that food and packaging materials can enhance the appetite.
Research: The identification mark uses K combined with the footprint of the chicken to symbolize the meaning of expedition. The font part uses the font style of Korean retro advertisements, which is designed to imitate the Korean text, and has the visual image of the shouting slogan, which expresses the image of the warrior's righteous ardor. The auxiliary graphics use Korean warrior expedition ideas, and are designed with the elements such as the battle flags, ancient maps, and chicken warriors, bringing in the different flavors, making the brand's main axis more complete, reflecting the richness of flavors, and conveying the spirit of authentic Korean flavors.
Inspiration: Zi Huai Shen proposed the concept of the Korean warrior expedition after an internal discussion. The designer utilizes the element of warrior to symbolize the delicious fried chicken to be healthy and tender chicken. The zesty Korean Fried Chicken conquers the taste buds of consumers from the imagination of a Korean expedition to Europe.
Project Duration: The project started in Nov 2019 in Taiwan and finished in Mar 2020 in Taiwan.
Team Members: Zi Huai Shen
Image Credits: Designer Zi Huai Shen, Photographer Zi Huai Shen, 2020