Press Release
A' Design Award in Graphics, Illustration and Visual Communication Design Goes to Pure Green Visual Identity by Xinqi Liu
The international grand jury of the 2019 - 2020 A' Design Award & Competition recognizes Xinqi Liu for graphics, illustration and visual communication design
FOR IMMEDIATE RELEASE
COMO, Italy, April 23, 2020 /DesignNewswire/ A' Design Award & Competition has announced that Pure Green Visual Identity by Xinqi Liu, designed for MET Creative Brand, has been granted the A' Design Award in the Graphics, Illustration and Visual Communication Design category. The recognition forms part of the 2019 - 2020 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.
The A' Design Award Explained
The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
About Pure Green Visual Identity
Pure Green is a visual identity for a hotpot restaurant brand in Chongqing. The green color of fresh pepper hotpot is used as the brand color, in contrast with the red that is common in the local market. A character image named Mobee forms the central symbol of the identity. Mobee combines a positive circle and a negative cross element. Mahjong tiles replace the facial features to express independence, mystery and vitality. The brand symbols are applied across diverse forms and media, with the aim of bringing the brand closer to young consumers.
About Xinqi Liu
Xinqi Liu, born in 1994, is the master designer of MET Creative Brand. She is committed to creating a beautiful restaurant design. As a new generation of young designers, she pursues fashion design. She has her own unique design style, providing VI design for more than 100 domestic catering brands. She hopes that through her own design, every restaurant brand can have its own recognition. Although she has been engaged in the design industry for about 5 years, she has led her team to complete the VI design of many famous restaurants in China, winning the trust of customers. At the same time, she has made great achievements in many domestic and foreign design competitions.
Award Record
With this recognition, Xinqi Liu is a winner of 1 A' Design Award.
About the A' Graphics, Illustration and Visual Communication Design Award
The A' Graphic Design Award is an international graphic design competition recognizing good graphic designs by best creative agencies and designers worldwide. The competition is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Entries typically include logos, posters, infographics, brochures, packaging designs and business cards. Awarded graphic designs are published at https://dezigners.org/design-category/graphics
About A' Design Award & Competition
A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://dezigners.org/100488
- A' Design Award Page: https://competition.adesignaward.com/100488
- Media Showcase: https://www.designnewsroom.com/!100488
- Laureate Profile: https://dezigners.org/d/272843
- Further Information from the Laureate: http://c7.gg/fUU2v
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Pure Green Visual Identity
- Function
- Visual Identity
- Category
- Graphics, Illustration and Visual Communication Design
- Discipline
- Communication Design
- Industry
- Branding & Advertising and Arts
- Colors
- Sea Green, Medium Sea Green, Forest Green, Lawn Green and Black
- Images
- 5
- Client
- MET Creative Brand
The Recognition
- Laureate
- Xinqi Liu
- Country
- China
- Recognition
- A' Design Award
- Edition
- 2019 - 2020
- Design ID
- #100488
Credits
- Team
- Siyu Xu, Ye Fang, Tao Chen and Yuting Wang
- Image Credits
- Photographer MET Creative Brand, Pure Green, 2019.
Design Details
- Unique Properties
- 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.
- 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.
- Research
- 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.
- Challenge
- 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.
- Realization and Technology
- 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- The project started in July 2019 in Chongqing and finished in December in Chongqing.
- Specifications
- 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.
- Keywords
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
