Summer Palace Tour 品牌設計 by YeZhang is a highly esteemed winner of the very prestigious 2024 A' Design Award 金獎 in 平面設計 Competition Category.

金平面· 2024

Summer Palace Tour 品牌設計

by YeZhang

Client: Beijing Jiaotong University

A' Design Award 金獎 Winner in 平面 Category

240,692

Verified Award Winner

Verify Award Status for #158812

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Summer Palace Tour 品牌設計

頤和園之旅係為北京頤和園周年紀念遊而創作嘅品牌設計。三大建築群以2.5D風格繪畫，涵蓋超過20座中國傳統建築，用上黑、紅、綠三色。設計應用於宣傳物料、辦公用品同紀念品，以絲網印刷同燙金工藝印喺銅版藝術紙同牛皮紙上。一個牛皮紙盒入面裝有兩張海報、四個鎖匙扣、膠紙、一個信封同一本筆記簿，令遊客可以將園林文化遺產隨手帶走。

The Recognition

About the A' Design Award 金獎

Summer Palace Tour 品牌設計是 A' Design Award 金獎得主，這是授予一流、絕妙而傑出設計的極為崇高的認可。金獎得主是極具創新、極富遠見且璀璨奪目的創作，反映出其設計師的天才、智慧與才幹。預計Summer Palace Tour 品牌設計將成為一項備受讚譽、引領潮流、氣勢恢宏的發明，帶來前所未有的價值。這件贏得 A' Design Award 金獎的設計是一個壯觀而受人敬重的項目，極大地造福並拓展藝術、科學、設計和技術的界限。Summer Palace Tour 品牌設計激起強烈的渴望，喚起激情，鼓勵創造力，令我們著迷。

Behind the Design

Press Kit

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

Unique Properties: The design team used 2.5D style to draw the three major architectural clusters in the Summer Palace, covering more than 20 traditional Chinese buildings in total, using black, red, and green colors to create a colorful visual experience. We also introduced the concept of "Small Hand-carry", hoping that visitors can easily play around the Summer Palace, holding the history in the palm of their hands, taking the beauty of the scenery at their fingertips, and carrying good gifts in their hands.
Dimensions & Packaging: Souvenir box: 200mm*150mm*80mm
Ticket: 100mm*50mm
Poster: A1 (594mm*841mm),A2 (420mm*594mm)
Envelope: 220mm*110mm
Notebook: B5 176mm*250mm
Key fob: Acrylic, 50mm*20mm*5mm
Tags: Brand design, Anniversary, Cultural and creative products, Chinese traditional architecture, Chinese traditional garden
Production Technology: A journey in the Summer Palace brand design has varied cultural and creative products, including publicity materials, office supplies and souvenirs. we used special papers such as coated art paper and craft paper, and applied printing techniques such as screen printing and gild stamping. Craft paper souvenir box contains 2 posters, 4 key rings, 1 adhesive tape, 1 envelope and 1 notebook, which are especially favored by Chinese youngsters.
Design Challenge: Nowadays, integrating commercial products and traditional culture and symbols, and developing a consuming fashion such as new Chinese style or China-Chic style, which will be the key challenge of the design. So that, we focused on using popular art techniques to depict the special roofs and elevations of the buildings. Not only we can cater to normal consumers, but also show them the charm of Chinese ancient architecture and garden.
Research: Type: Brand design research
Target: Appealing young visitors to experience the charm of China-Chic ancient architecture.
Method: Using literature reviews, brand planning and other, to determine design style and products to be made.
Results: The brand’s main vision is to create the most distinctive royal garden buildings with 2.5D and China-Chic style.
Effects: Showcasing the connotation of the variable culture of the Summer Palace. Providing new ideas for the transformation of traditional culture.
Inspiration: To marking its 110th anniversary since opening to the public, the Summer Palace is launching the "Summer Palace Tour"cultural activity, aiming to offer visitors a memorable and emotional anniversary tour experience.From a private royal garden to a national park, the Summer Palace is now a World Heritage Site and is expected to receive 20 million visitors in 2024.We hope that this design will reveal the new cultural connotation of this historical garden and give it an international visual image.
Project Duration: The project started in Beijing in July 2023 and completed in January 2024. The exhibition will be held in Summer Palace, Beijing, China, from June 2024 to September 2024.
Operation Flow: The cultural and creative products are on seal, online in the official website and offline in the Summer Palace, also being presented as anniversary activity gifts. We hope visitors can get relaxed enjoying the Summer Palace, to have their favorite architecture on the hand, to have the beautiful scenery in the hand and to have exquisite gifts by the hand.
Patents: This work is all original images not copyrighted.
Team Members: Design Director:Yezhang
Art Director:YangMao
Art Director:XingxingLi
Lead Designer:YiHe
Designer:JinyiZheng
Designer:XiaoyuZhou
Designer:YudiLei
Designer:YanLi
Image Credits: This work is all original images not copyrighted.