Dragon Alley Ukwakhiwa Kobunikazi Bomkhiqizo ngu-Tian Liu and Jiayi Chen

Umdwebo Dragon Alley Ukwakhiwa Kobunikazi Bomkhiqizo ngu-Tian Liu and Jiayi Chen ungumnqobi ohlonishwa kakhulu womklomelo odumile we-2021 Umklomelo Webhulonzi we-A' Design Award Esigabeni Somncintiswano se-Igrafikhi.

IbhulonziIgrafikhi· 2021

Dragon Alley Ukwakhiwa Kobunikazi Bomkhiqizo

ngu Tian Liu and Jiayi Chen

Iklayenti: Evil Design Studio

Umnqobi we-Umklomelo Webhulonzi we-A' Design Award Esigabeni se-Igrafikhi

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Umnqobi Womklomelo Oqinisekisiwe

Qinisekisa Isimo Somklomelo se-#111593

Vakashela Isayithi Buka ku-A' Design Award Isitatimende Sabezindaba Ibheji Yomklomelo

Imibala

Ukuklama

Mayelana ne-Dragon Alley Ukwakhiwa Kobunikazi Bomkhiqizo

I-Dragon Alley wubunikazi bomkhiqizo obakhelwe indawo yokudlela ka-hot pot kanye negumbi lokuphuza itiya elingakuyo. Lobu bunikazi bakhelwe emqondweni wobubili obuphuma enganekwaneni yamaShayina. Ubunikazi bendawo yokudlela buveza ukukhululeka ngophawu lwenyazi lomdumo, isizinda esimnyama njengeyinki, kanye nezinhlamvu zamagama eziqinile. Ubunikazi begumbi lokuphuza itiya buveza ukuzithiba ngophawu lwelanga eliphuma emafwini, umbala wephepha wemvelo, kanye nezinhlamvu ezithambile. Imibalabala yegolide eguqukayo ixhumanisa bobabili ubunikazi. Ukusetshenziswa kufaka amakhadi ebhizinisi, imenyu, amaphosta, ukuphakelwa kanye nezitsha zokudlela.

Ukuqashelwa

Mayelana ne-Umklomelo Webhulonzi we-A' Design Award

Dragon Alley Ukwakhiwa Kobunikazi Bomkhiqizo iwinile uMklomelo Webhulonzi we-A' Design Award, ukwaziswa okuhloniphekile kakhulu okunikezwa imiklamo ephawulekayo eyehlukaniswa ukudala, ubuhlakani nobukhali bengqondo. Abawinile beBhulonzi yimisebenzi enobuchule obukhulu nedala ngokumangalisayo eqinisekisa isipiliyoni esibanzi, umcabango nobuhlakani babaklami babo. Dragon Alley Ukwakhiwa Kobunikazi Bomkhiqizo ilindeleke ukuba ibe yinto exatshwa kakhulu, edunyiswayo nethandwayo, enobungcweti obuphawulekayo nezinto ezintsha. Lo mklamo owinile uMklomelo Webhulonzi we-A' Design Award uhlanganisa izindlela ezinhle kakhulu ebuciko, esayensi, ekuklameni nasebuchwepheshe futhi uhamba phambili ngenxa yokunaka kwawo imininingwane. Dragon Alley Ukwakhiwa Kobunikazi Bomkhiqizo iyanelisa izidingo ngokumangalisayo, ithinta izifiso, iheha imizwa futhi ikhanga ukufuna ukwazi.

Ngemuva Kokuklama

Iphakheji Yabezindaba

Ama-credit, amalungu eqembu nemininingwane yobuchwepheshe ehlinzekwe ngumklami.

Izici Ezihlukile: 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.
Izilinganiso Nokupakisha: 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
Amathegi: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Ubuchwepheshe Bokukhiqiza: 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.
Inselele Yokudweba: 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.
Ucwaningo: 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.
Ugqozi: 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.
Ubude Bephrojekthi: 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.
Ukuhamba Kokusebenza: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Amalungu Eqembu: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Amakhredithi Ezithombe: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.