Pure Green Visuel Identitet af Xinqi Liu er en højt anset vinder af den meget prestigefyldte 2020 A' Design Award i Jern i konkurrencekategorien Grafik, Illustration og Visuel Kommunikationsdesign.
JernGrafik· 2020
Pure Green Visuel Identitet
af Xinqi Liu
Klient: MET Creative Brand
Vinder af A' Design Award i Jern i kategorien Grafik
Verificeret Prisvinder
Verificer Prisstatus for #100488Designet
Om Pure Green Visuel Identitet
Pure Green er en visuel identitet til et hotpot-restaurantbrand i Chongqing. Den friske peber-hotpots grønne farve anvendes som brandfarve i kontrast til den røde farve, der er almindelig på det lokale marked. En karakterfigur ved navn Mobee udgør identitetens centrale symbol. Mobee kombinerer et positivt cirkelelement og et negativt korselement. Mahjong-brikker erstatter ansigtstrækkene for at udtrykke uafhængighed, mystik og livskraft. Brandsymbolerne anvendes på tværs af forskellige former og medier med det formål at bringe brandet tættere på unge forbrugere.
Anerkendelsen
Om A' Design Award i Jern
Pure Green Visuel Identitet er vinder af A' Design Award i Jern, en prestigefyldt anerkendelse, der tildeles gode designs, som opfylder de professionelle og industrielle krav, man forventer af veldesignede skabelser. Jernvinderne viser stor dygtighed, høj specialisering, ekspertforståelse og kreativ kapacitet hos deres skabere. Pure Green Visuel Identitet forventes at være en højt estimeret, beundret og kær skabelse, der er praktisk og innovativ. Dette design, der har vundet A' Design Award i Jern, integrerer branchens bedste praksis og har kompetente tekniske egenskaber knyttet til knowhow og talent. Pure Green Visuel Identitet respekteres for sin grundighed og er designet til at levere forbedringer af livskvaliteten, der er med til at gøre verden til et bedre sted.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
- Dimensioner & Emballage
- The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
- Produktionsteknologi
- The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
- Designudfordring
- The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
- Forskning
- In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
- Inspiration
- The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
- Projektvarighed
- The project started in July 2019 in Chongqing and finished in December in Chongqing.
- Driftsflow
- Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
- Patenter
- Copyrights belong to Xinqi Liu, 2019.
- Teammedlemmer
- Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang - Billedkreditering
- Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.
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