Dragon Alley Deseño de Identidade de Marca de Tian Liu and Jiayi Chen

O deseño Dragon Alley Deseño de Identidade de Marca de Tian Liu and Jiayi Chen é un estimado gañador do moi prestixioso 2021 A' Design Award de Bronce na Categoría de Competición Deseño Gráfico, Ilustración e Comunicación Visual.

BronceGráfico· 2021

Dragon Alley Deseño de Identidade de Marca

de Tian Liu and Jiayi Chen

Cliente: Evil Design Studio

Gañador do A' Design Award de Bronce na Categoría Gráfico

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O Deseño

Sobre Dragon Alley Deseño de Identidade de Marca

Dragon Alley é un deseño de identidade de marca creado para un restaurante de hot pot e unha sala de té adxacente. A identidade constrúese sobre a idea do dualismo extraída da mitoloxía chinesa. A identidade do restaurante expresa liberación a través dun motivo de trono fendido, un fondo negro tinta e formas de letra vigorosas. A identidade da sala de té expresa contención a través dun motivo de nubes que se abren, un ton de papel natural e formas máis suaves. Acentos dourados graduais conectan ambas identidades. As aplicacións inclúen tarxetas de visita, menús, carteis, embalaxes e vaixela.

O Recoñecemento

Sobre o A' Design Award de Bronce

Dragon Alley Deseño de Identidade de Marca gañou o A' Design Award de Bronce, un recoñecemento altamente prestixioso outorgado a deseños sobresaíntes que se distinguen pola creatividade, o enxeño e a sagacidade. Os gañadores Bronce son artefactos amplamente hábiles e sorprendentemente creativos que autentican a vasta experiencia, imaxinación e enxeño dos seus deseñadores. Espérase que Dragon Alley Deseño de Identidade de Marca sexa un obxecto moi apreciado, admirado e querido, notablemente profesional e innovador. Este deseño gañador do A' Design Award de Bronce incorpora as mellores prácticas da arte, a ciencia, o deseño e a tecnoloxía, e é excelente pola súa atención ao detalle. Dragon Alley Deseño de Identidade de Marca satisfai espléndidamente as necesidades, toca os desexos, encanta os sentimentos e atrae a curiosidade.

Detrás do deseño

Kit de prensa

Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.

Propiedades Únicas: 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.
Dimensións e Embalaxe: 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
Etiquetas: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Tecnoloxía de Produción: 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.
Reto de Deseño: 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.
Investigación: 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.
Inspiración: 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.
Duración do Proxecto: 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.
Fluxo de Operacións: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Membros do Equipo: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Créditos das Imaxes: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.