Ferro Grafica · 2021
Jie Yi Couture Identità di marca
by Yiwen Tu
- A' Design Award di Ferro 2021 in Grafica
- CLIENT: Jie Yi Couture Studio
- Estimated Number of Design Views: 9,548
- Verification code 92C9A30122 · Verify this award
Colors
About Jie Yi Couture Identità di marca
Jie Yi Couture è un'identità di marca creata per un atelier di alta moda di Shanghai. Il carattere cinese Jie significa risolvere e decostruire, mentre Yi significa uno, unità e coerenza. Il logo è costruito con la tipografia cinese e alcune parti dei caratteri sono sostituite dai simboli di un manichino e di un paio di forbici. Gli schizzi per la realizzazione dei cartamodelli costituiscono l'elemento visivo principale: le loro linee, curve e annotazioni danno vita a un motivo ricco di dettagli. L'identità è applicata a un packaging proposto in diversi formati. Il progetto trasmette maestria artigianale e un servizio sartoriale semi-su misura.
About the A' Design Award di Ferro
Jie Yi Couture Identità di marca ha vinto l'A' Design Award di Ferro, un riconoscimento prestigioso conferito a buoni design che soddisfano i requisiti professionali e industriali attesi da creazioni ben progettate. I vincitori di Ferro dimostrano la grande abilità, l'elevata specializzazione, la comprensione esperta e la capacità creativa dei loro creatori. Ci si aspetta che Jie Yi Couture Identità di marca sia una creazione molto apprezzata, ammirata e amata, pratica e innovativa. Questo design vincitore dell'A' Design Award di Ferro integra le migliori pratiche del settore e ha caratteristiche tecniche competenti legate a know-how e talento. Jie Yi Couture Identità di marca è rispettato per la sua accuratezza ed è progettato per offrire miglioramenti della qualità della vita che aiutano a rendere il mondo un posto migliore.
Press Kit
- Unique Properties
- Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency.
Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux - Dimensions & Packaging
- The packaging shown is offered in a variety of sizes and iterations based on the product.
- Tags
- Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
- Production Technology
- Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
- Design Challenge
- The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
- Research
- To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
- Inspiration
- Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
- Project Duration
- The project started in August 2018 in Shanghai and finished in January 2020 in New York.
- Operation Flow
- Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo.
As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element. - Image Credits
- Yiwen Tu, 2020
