Dragon Alley Vörumerkjahönnun eftir Tian Liu and Jiayi Chen

Hönnunarverkið Dragon Alley Vörumerkjahönnun eftir Tian Liu and Jiayi Chen er hávirt verðlaunaverk sem hlaut hin virtu 2021 A' Design Award í bronsi verðlaun í keppnisflokknum Grafík, myndskreytingar og sjónræn samskiptahönnun.

BronsGrafík· 2021

Dragon Alley Vörumerkjahönnun

eftir Tian Liu and Jiayi Chen

Viðskiptavinur: Evil Design Studio

Handhafi A' Design Award í bronsi í flokknum Grafík

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Litir

Hönnunin

Um Dragon Alley Vörumerkjahönnun

Dragon Alley er vörumerkjahönnun sem sköpuð var fyrir „hot pot“ veitingastað og aðliggjandi tesalon. Ímynd fyrirtækisins byggir á hugmyndinni um tvíhyggju sem sótt er í kínverska goðafræði. Ímynd veitingastaðarins tjáir losun með mótífi sem sýnir eldingu klofna í þrumu, bleksvörtum bakgrunni og kraftmiklum leturformum. Ímynd tesalonsins tjáir hófstillingu með mótífi sem sýnir birtu brjótast fram úr skýjum, náttúrulegum pappírstón og mýkri formum. Stigvaxandi gylltir litatónar tengja báðar ímyndirnar saman. Útfærslur fela í sér nafnspjöld, matseðla, veggspjöld, umbúðir og borðbúnað.

Viðurkenningin

Um A' Design Award í bronsi

Dragon Alley Vörumerkjahönnun vann A' Design Award í bronsi, mjög virta viðurkenningu sem veitt er framúrskarandi hönnunarverkum sem einkennast af sköpunargáfu, hugvitssemi og skarpskyggni. Sigurvegarar í bronsi eru ríkulega leiknir og áberandi skapandi gripir sem staðfesta víðtæka reynslu, ímyndunarafl og útsjónarsemi hönnuða sinna. Þess er vænst að Dragon Alley Vörumerkjahönnun sé mjög metinn, dáður og elskaður hlutur sem er einstaklega fagmannlegur og nýstárlegur. Þetta hönnunarverk sem vann A' Design Award í bronsi felur í sér bestu starfsvenjur í list, vísindum, hönnun og tækni og er framúrskarandi fyrir athygli sína á smáatriðum. Dragon Alley Vörumerkjahönnun fullnægir þörfum á dásamlegan hátt, snertir langanir, heillar tilfinningar og vekur forvitni.

Á bak við hönnunina

Fjölmiðlapakki

Heimildir, hópmeðlimir og tæknilegar upplýsingar frá hönnuðinum.

Einstakar eiginleikar: 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.
Stærðir og umbúðir: 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
Merki: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Framleiðslutækni: 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.
Hönnunaráskorun: 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.
Rannsóknir: 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.
Innblástur: 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.
Lengd verkefnis: 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.
Verkflæði: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Liðsmenn: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Myndheimildir: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.