Tang Da Li 品牌形象 by Sxdesign is a highly esteemed winner of the very prestigious 2024 A' Design Award 銅獎 in 平面設計 Competition Category.

銅平面· 2024

Tang Da Li 品牌形象

by Sxdesign

Client: Tang Da Li

A' Design Award 銅獎 Winner in 平面 Category

17,655

Verified Award Winner

Verify Award Status for #155667

View at A' Design Award Press Release Award Badge

Colors

The Design

About Tang Da Li 品牌形象

《唐大力》係一套融合古典與現代圖案元素嘅品牌形象設計方案。設計反映咗唐代嘅多元同開放精神。品牌名稱運用「唐」字嘅諧音,一方面指代唐朝,另一方面又聯繫到「糖」,令名稱帶有幽默風趣嘅意味。設計將唐代壁畫人物同傳統邊框圖案,同現代化嘅版面編排結合埋一齊。印刷採用高品質工藝,選用可回收材質作為載體。呢套形象識別系統應用於海報同大小尺寸嘅包裝設計上。

The Recognition

About the A' Design Award 銅獎

Tang Da Li 品牌形象是 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Tang Da Li 品牌形象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。Tang Da Li 品牌形象出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。

Behind the Design

Press Kit

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

Unique Properties: This design merges classical and modern, resonating with the Tang Dynasty's diversity and openness, making the brand stand out. It plays on the pun between "Tang" and "sugar", presenting a humorous brand name. Visually, it adopts modern format, incorporating Tang Dynasty murals and traditional frameworks for a vibrant brand impression. Through the synergy of brand name and visuals, this conveys the brand essence and product type, boosts brand recognition, lays a foundation for future marketing.
Dimensions & Packaging: Large Package: 150mm X 150mm X 50mm
Small Package: 150mm X 50mm X 50mm
Others can be printed or displayed in various size.
Tags: Brand Identity, Chinese, Tradition, Tang Dynasty, Poster, Packaging
Production Technology: TangDaLi leverages advanced graphic design techniques, juxtaposing Tang Dynasty line-drawing characters with contemporary imagery. Production utilizes sustainable materials, ensuring each physical embodiment of the brand is eco-friendly. The precise execution involves high-quality print technology on recyclable substrates, reflecting the brand’s commitment to environmental responsibility.
Design Challenge: The challenge lay in authentically integrating the Tang Dynasty's cultural elements with a modern brand identity without compromising on either. Striking a balance between historical significance and contemporary appeal required extensive research into traditional Chinese art forms, consumer behavior studies, and iterating designs to meet modern ecological and production standards.
Research: The research combined historical analysis with modern design trends to create a bridge between past and present. Using surveys and market analysis tools, we identified a gap in brand storytelling that could be filled with rich cultural heritage. Participants included design experts and target consumers. Insights showed a preference for brand experiences that fuse tradition with innovation, significantly impacting the market positioning and societal perception of Chinese cultural brands.
Inspiration: Inspired by the cultural richness of the Tang Dynasty, TangDaLi embodies the era’s diversity and openness. The project stemmed from the desire to marry historical resonance with modern vitality. It draws from traditional Chinese motifs, colors, and the poetic pun of “Tang”- sugar and dynasty, bridges modern design, to tell brand story and elicit brand associations, to portray the brand's culture of blending ancient with new and its energetic nature.
Project Duration: The project started in April 2023 in Beijing and finished in October 2023 in Beijing.
Operation Flow: The design employs the iconic illustrations and typical visual elements, ensuring it's easily recognizable. At the same time, the recombination of traditional and modern introduces a fresh and stimulating aspect, making it memorable. These elements also lay the groundwork for evolving brand stories in future marketing campaigns. These, combined with the brand's name and its pun, pique consumers' curiosity, leading them to experience the Brand's value bridging tradition and modernity.
Patents: Copyrights belong to sxdesign
Team Members: Illustrations: Luo Ling
Design and Creative: Chen Xu
Wu Fang Bo
Huang Hao
Dr. Zhang Rong
Project: Hao Qian
Lin Hongnan
Liu Beibei
Tian Jianing
Zhou Qian
Ding Yipeng
Li Shulong
Yuan Zhihan
Zhang Mingjie
Image Credits: Illustrations: Luo Ling
Photos and designs: sxdesign