Qhov qauv tsim Lord Qu Yam Ntxwv los ntawm Siyu Xu yog tus yeej muaj nqis heev ntawm qhov khoom plig 2020 A' Design Award Tooj hauv Pawg Sib Tw Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom.

ToojDuab Kos· 2020

Lord Qu Yam Ntxwv

los ntawm Siyu Xu

Tus Neeg Siv: MET Creative Brand

Tus Yeej A' Design Award Tooj hauv Pawg Duab Kos

9,501

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #100477

Mus Saib Lub Vev Xaib Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Lord Qu Yam Ntxwv

Lord Qu yog ib qho cim (visual identity) tsim los rau ib lub npe khoom noj me me (snack brand) hauv Quzhou, Suav Teb. Qhov cim no nthuav tawm kev cai noj mov thiab zaub mov Suav qub qub raws li ib txoj kev tshiab rau cov neeg noj khoom hnub nyoog hluas dua. Ib tug cim ntawm Confucius ua lub cim tseem ceeb nyob nruab nrab, thiab lub plaub hau khi ntawm tus cim tsim los zoo li ib lub mov pob (steamed bun). Cov duab dab neeg kos ua kab (linear cartoon drawings) sib txuas tus cim nrog cov qauv keeb kwm xws li tus zaj ya, lub Tuam Tsev Confucius, thiab cov huab zoo siab (auspicious clouds). Ib lub cim qauv qauv npua (pig nose symbol) raug siv rau cov thawv hau mov (steamers), cov khoom noj mov (tableware), cov teeb thiab cov rooj zaum nraub qaum nyob hauv chaw noj mov.

Qhov Lees Paub

Txog A' Design Award Tooj

Lord Qu Yam Ntxwv yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Lord Qu Yam Ntxwv xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Lord Qu Yam Ntxwv ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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.
Qhov Loj & Ntim: 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.
Cov Ntsiab Lus: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
Thev Naus Laus Zis Tsim Khoom: 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.
Kev Sib Tw Tsim Qauv: 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.
Kev Tshawb Fawb: 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.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
Txheej Txheem Ua Hauj Lwm: The designers create a story for IP, personify the ingredients in the main products.
Cov Patent: Copyrights belong to Siyu Xu, 2018.
Cov Tswv Cuab Pab: Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang
Kev Qhuas Duab: 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.