Morph 餐飲品牌形象設計 by Mars Design Consultants

Morph 餐飲品牌形象設計 by Mars Design Consultants is a highly esteemed winner of the very prestigious 2020 A' Design Award 銅獎 in 平面設計 Competition Category.

銅平面· 2020

Morph 餐飲品牌形象設計

by Mars Design Consultants

Client: Mars Design Consultants

A' Design Award 銅獎 Winner in 平面 Category

12,400

Verified Award Winner

Verify Award Status for #98855

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

Colors

The Design

About Morph 餐飲品牌形象設計

Morph係中國杭州一間天台酒吧兼餐廳嘅品牌形象設計項目。呢個品牌形象靈感源自中國古代愛情故事《梁祝》,以及藍閃蝶璀璨斑斕嘅翅膀。標誌將雌雄蝴蝶嘅翅膀形態合二為一,融合成一個符號。深紫色背景營造出星空夜晚嘅意境,而翅膀則呈現出彩虹色彩嘅漸變效果。萬花筒般嘅蝴蝶圖案係主要嘅視覺元素,呢個圖案應用喺餐牌、火柴盒、動態投影同埋一件牆面藝術雕塑之上。

The Recognition

About the A' Design Award 銅獎

Morph 餐飲品牌形象設計是 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Morph 餐飲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。Morph 餐飲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。

Behind the Design

Press Kit

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

Unique Properties: Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale.
Dimensions & Packaging: Logo minimum size for the vertical logo width is 15mm
Menu design is (W)120mm x (H)300mm
Matchbox design is (W)60mm x (H)40mm x (D)20mm
Wall art sculpture is (W)2000mm x (H)1200mm
Tags: Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design
Production Technology: The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design.
Design Challenge: In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story.
Research: A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience.
Immersing the soul into the Chinese culture, cuisine and studied the dining habits.
The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style.
Inspiration: The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly.
Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph.
The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow.
Project Duration: The project started in 2019 and this bar and restaurant is located in Hangzhou China.
Operation Flow: The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers.
Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph.
Patents: MARS
Team Members: Angela Lu Zhang
Nico Xu YiFei
Image Credits: MARS