Dragon Alley Moralo oa Boitsebiso ba Khoebo ka Tian Liu and Jiayi Chen

Moralo oa Dragon Alley Moralo oa Boitsebiso ba Khoebo ka Tian Liu and Jiayi Chen ke mohlodi oa khau e hlomphehang haholo ya 2021 Moputso oa Boronse oa A' Design Award Mokhahleong oa Tlhodisano oa Moralo wa Dikerafikhe, Ditshwantsho le Puisano ka Pono.

BoronseKerafikhe· 2021

Dragon Alley Moralo oa Boitsebiso ba Khoebo

ka Tian Liu and Jiayi Chen

Moreki: Evil Design Studio

Mohlodi oa Moputso oa Boronse oa A' Design Award Mokhahleong oa Kerafikhe

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Mohlodi oa Khau ea Netefaditsweng

Netefatsa Boemo ba Khau bakeng sa #111593

Etela Sebaka Sheba ho A' Design Award Tokollo ya Boraditaba Baeche ya Moputso

Mebala

Moralo

Mabapi le Dragon Alley Moralo oa Boitsebiso ba Khoebo

Dragon Alley ke moralo oa boitsebiso ba khoebo o entsoeng bakeng sa lebenkele la lijo tse chesang tsa "hot pot" hammoho le ntlo ea teye e haufi le lona. Boitsebiso bona bo hahiloe holim'a khopolo ea bobeli (dualism) e nkiloeng tlalehong ea bomotlotlisi ba China. Boitsebiso ba lebenkele la lijo bo bontša tokoloho ka mohlala oa marumo a mahlaseli, sebaka se lefifi se kang enke, le mefuta ea litlhaku tse matla. Boitsebiso ba ntlo ea teye bona bo bontša boitšoaro le boiketlo ka mohlala oa maru a phatlohang, mmala o tšoanang le pampiri ea tlhaho, le mefuta e bonolo. Mekhabiso ea kgauta e phatlalatsang e hokahanya boitsebiso bobeli. Ts'ebeliso e akaretsa likarete tsa khoebo, limenu, li-poster, sepakete le lisebelisoa tsa tafole.

Kamohelo

Mabapi le Moputso oa Boronse oa A' Design Award

Dragon Alley Moralo oa Boitsebiso ba Khoebo ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Dragon Alley Moralo oa Boitsebiso ba Khoebo e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Dragon Alley Moralo oa Boitsebiso ba Khoebo e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.

Ka Mora Moralo

Sete ya Boraditaba

Litlhaku, ditho tsa sehlopha le lintlha tsa botekgeniki tse fanoeng ke moetsi wa moralo.

Boleng bo Ikhethang: 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.
Boholo le Phuthelo: 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
Lithegi: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Theknoloji ya Tlhahiso: 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.
Phephetso ya Moralo: 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.
Dipatlisiso: 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.
Kgothaletso: 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.
Nako ya Projeke: 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.
Tsamaiso ya Mosebetsi: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Litho tsa Sehlopha: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Litlotla tsa Setshwantsho: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.