Pure Green Vizualni identitet – dizajner Xinqi Liu

Dizajn Pure Green Vizualni identitet čiji je autor Xinqi Liu iznimno je cijenjeni dobitnik prestižne nagrade 2020 Željezna nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Grafike, Ilustracije i Vizualne Komunikacije.

ŽeljezoGrafika· 2020

Pure Green Vizualni identitet

autor/ica Xinqi Liu

Klijent: MET Creative Brand

Dobitnik nagrade Željezna nagrada A' Design Award u kategoriji Grafika

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Dizajn

O dizajnu Pure Green Vizualni identitet

Pure Green je vizualni identitet za brend restorana s hotpot jelima u Chongqingu. Zelena boja svježe papričice korištene u hotpotu odabrana je kao brend boja, u kontrastu s crvenom koja je uobičajena na lokalnom tržištu. Lik pod imenom Mobee čini središnji simbol identiteta. Mobee kombinira pozitivni krug i negativni križni element. Pločice mahjonga zamjenjuju crte lica kako bi izrazile neovisnost, tajanstvenost i vitalnost. Brend simboli primjenjuju se na različitim oblicima i medijima, s ciljem približavanja brenda mladim potrošačima.

Priznanje

O nagradi Željezna nagrada A' Design Award

Pure Green Vizualni identitet je pobjednik Željezne nagrade A' Design Award, prestižnog priznanja koje se dodjeljuje dobrim dizajnima što ispunjavaju profesionalne i industrijske zahtjeve očekivane od dobro dizajniranih kreacija. Željezni pobjednici pokazuju veliku vještinu, visoku specijalizaciju, stručno razumijevanje i kreativne kapacitete svojih stvaratelja. Očekuje se da Pure Green Vizualni identitet bude visoko cijenjena, voljena i njegovana kreacija koja je praktična i inovativna. Ovaj dizajn koji je osvojio Željeznu nagradu A' Design Award integrira najbolje industrijske prakse i ima kompetentne tehničke karakteristike povezane sa znanjem i talentom. Pure Green Vizualni identitet se poštuje zbog svoje temeljitosti i dizajniran je da pruži poboljšanja kvalitete života koja pomažu da svijet postane bolje mjesto.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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.
Dimenzije i pakiranje: 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.
Oznake: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
Proizvodna tehnologija: 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.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: The project started in July 2019 in Chongqing and finished in December in Chongqing.
Tijek rada: 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.
Patenti: Copyrights belong to Xinqi Liu, 2019.
Članovi tima: Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang
Zasluge za fotografije: 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.