Dragon Alley Concepcion d'Identitat de Marca per Tian Liu and Jiayi Chen

Lo dissènh Dragon Alley Concepcion d'Identitat de Marca per Tian Liu and Jiayi Chen es un laureat autfo estimfo del prestigfo 2021 A' Design Award de Bronze dins la Categoria de Competfo Grafica.

BronzeGrafica· 2021

Dragon Alley Concepcion d'Identitat de Marca

per Tian Liu and Jiayi Chen

Client : Evil Design Studio

Laureat del A' Design Award de Bronze dins la Categoria Grafica

9,026

Laureat de Prèmi Verificat

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Lo Concèpte

A prepaus de Dragon Alley Concepcion d'Identitat de Marca

Dragon Alley es una concepcion d'identitat de marca creada per un restaurant de hot pot e un salon de tè aditiu. L'identitat es bastida sus l'idèa del dualisme tirada de la mitologia chinesa. L'identitat del restaurant exprima l'espandiment mercé a un motiu de fendasclada de tròn, un fons negre d'encre e de formas de letras vigorosas. L'identitat del salon de tè exprima la retenguda mercé a un motiu de traucada a travèrs de nívols, un ton de papièr natural e de formas mai doças. D'accents daurats gradual ligan las doas identitats. Las aplicacions inclúon de cartas de visita, de menuts, d'afichas, d'emballatges e de vaissèla de taula.

La Reconoissença

A prepaus del A' Design Award de Bronze

Dragon Alley Concepcion d'Identitat de Marca a ganhat la distincion A' Design Award de Bronze, una reconeissença plan prestigiosa acordada a de designs excellents que se destrian per la creativitat, l'engenh e la finessa. Los ganhaires del Bronze son d'artefactes largament abils e sorprenentament creatius que provan la vasta experiéncia, l'imaginacion e l'engenhositat de lors designers. S'espèra que Dragon Alley Concepcion d'Identitat de Marca siá un objècte fòrça considerat, admirat e estimat, notablament professional e innovant. Aqueste design ganhaire de la distincion A' Design Award de Bronze integra las melhoras practicas de l'art, de la sciéncia, del design e de la tecnologia e es excellent per son atencion al detalh. Dragon Alley Concepcion d'Identitat de Marca satisfa esplendidament los besonhs, toca los desirs, encanta los sentiments e interèssa la curiositat.

Darrièr lo concèpte

Kit de premsa

Crèdits, membres de l'equipa e detalhs tecnics fornits pel designer.

Proprietats Unicas: 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.
Dimensions e Embalatge: 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
Tecnologia de Produccion: 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.
Desaffo de Dissènh: 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.
Recèrca: 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.
Inspiracion: 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.
Durada del Projècte: 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.
Flux Operacional: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Membres de l'Equipa: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Crèdits d'Imatges: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.