Mars Design Consultants 的作品 Morph 餐饮品牌形象设计

设计师 Mars Design Consultants 的作品 Morph 餐饮品牌形象设计荣获了极具声望的 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

Morph 餐饮品牌形象设计

设计师： Mars Design Consultants

客户: Mars Design Consultants

平面类别A' Design Award 铜奖获奖者

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验证 #98855 的获奖状态

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设计作品

关于 Morph 餐饮品牌形象设计

Morph 是为中国杭州一家屋顶酒吧餐厅打造的品牌形象设计项目。该视觉识别系统的灵感源自中国古代爱情传说"梁祝",以及蓝色大闪蝶(蓝魔尔福蝶)那闪耀着虹彩光泽的翅膀。标志将雌蝶与雄蝶的翅膀造型融合为一个统一的符号。深紫色背景寓意星空之夜,翅膀则呈现出彩虹色的渐变过渡。万花筒般的蝴蝶图案构成主要图形元素,并应用于菜单、火柴盒、动态投影以及一件墙面艺术雕塑之上。

荣誉认可

关于A' Design Award 铜奖

Morph 餐饮品牌形象设计是 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Morph 餐饮品牌形象设计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。Morph 餐饮品牌形象设计出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale.
尺寸与包装: Logo minimum size for the vertical logo width is 15mm
Menu design is (W)120mm x (H)300mm
Matchbox design is (W)60mm x (H)40mm x (D)20mm
Wall art sculpture is (W)2000mm x (H)1200mm
标签: Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design
生产技术: The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design.
设计挑战: In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story.
研究: A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience.
Immersing the soul into the Chinese culture, cuisine and studied the dining habits.
The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style.
灵感: The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly.
Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph.
The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow.
项目周期: The project started in 2019 and this bar and restaurant is located in Hangzhou China.
操作流程: The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers.
Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph.
专利: MARS
团队成员: Angela Lu Zhang
Nico Xu YiFei
图片版权: MARS