设计师 Siyu Xu 的作品 Lord Qu 视觉识别系统荣获了极具声望的 2020 A' Design Award 铜奖，竞赛类别为平面、插画与视觉传达设计。

铜平面· 2020

Lord Qu 视觉识别系统

设计师： Siyu Xu

客户: MET Creative Brand

平面类别A' Design Award 铜奖获奖者

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关于 Lord Qu 视觉识别系统

"衢爷"是为中国衢州一家小吃品牌打造的视觉识别系统。该识别系统以现代方式向年轻消费群体呈现中国传统饮食文化。以孔子形象为原型的卡通人物构成核心符号,人物的发髻造型如同一只包子。线性卡通插画将该人物形象与飞龙、孔庙、祥云等历史文化元素相融合。猪鼻造型符号则被运用于餐厅空间中的蒸笼、餐具、灯具及座椅靠背之上。

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关于A' Design Award 铜奖

Lord Qu 视觉识别系统是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Lord Qu 视觉识别系统将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Lord Qu 视觉识别系统出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.
尺寸与包装: In the application of props, the designers make full use of the pig nose visual hammer, develop the steamer of Lord Qu exclusive pig nose on the tableware, the pig nose lamp and backrest seat in the space, make a deep strong link between the product and the brand, and carry out the exclusive brand design.
标签: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
生产技术: The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.
设计挑战: How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.
研究: As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.
灵感: Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.
项目周期: The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
操作流程: The designers create a story for IP, personify the ingredients in the main products.
专利: Copyrights belong to Siyu Xu, 2018.
团队成员: Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang
图片版权: Image #1: Photographer MET Creative Brand, Lord Qu, 2018.
Image #2: Photographer MET Creative Brand, Lord Qu, 2018.
Image #3: Photographer MET Creative Brand, Lord Qu, 2018.
Image #4: Photographer MET Creative Brand, Lord Qu, 2018.
Image #5: Photographer MET Creative Brand, Lord Qu, 2018.