Bronzo Grafica · 2022

Avant Modern Cuisine Identità del Brand

by Jiawei Wu

A' Design Award di Bronzo 2022 in Grafica
CLIENT: Jiawei Wu Design
Estimated Number of Design Views: 15,674
Verification code FA7E2BD293 · Verify this award

Visit Site View at A' Design Award Press Release

Colors

About Avant Modern Cuisine Identità del Brand

Avant è un ristorante di alta cucina situato in Cina. Il concetto di branding sfrutta l'esperienza internazionale dei proprietari per offrire ai clienti ricordi unici, come se stessero intraprendendo un viaggio. Il progetto parte da un menu progettato per assomigliare a un passaporto. Dopo ogni pasto, i clienti ricevono un biglietto personalizzato, disegnato in base all'ispirazione specifica di ogni piatto e ai ricordi delle città. Questa esperienza culinaria è diventata particolarmente popolare quando i viaggi sono stati interrotti a causa della pandemia di Covid.

About the A' Design Award di Bronzo

Avant Modern Cuisine Identità del Brand ha vinto l'A' Design Award di Bronzo, un riconoscimento altamente prestigioso conferito a design eccezionali che si distinguono per creatività, ingegno e astuzia. I vincitori di Bronzo sono manufatti ampiamente abili e sorprendentemente creativi che autenticano la vasta esperienza, l'immaginazione e l'intraprendenza dei loro designer. Ci si aspetta che Avant Modern Cuisine Identità del Brand sia un oggetto molto apprezzato, ammirato e amato, notevolmente professionale e innovativo. Questo design vincitore dell'A' Design Award di Bronzo incorpora le migliori pratiche dell'arte, della scienza, del design e della tecnologia, ed è eccellente per l'attenzione al dettaglio. Avant Modern Cuisine Identità del Brand soddisfa splendidamente i bisogni, tocca i desideri, affascina i sentimenti e attira la curiosità.

Press Kit

Unique Properties: The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
Dimensions & Packaging: The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
Tags: Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
Production Technology: All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
Design Challenge: A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
Research: The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
Inspiration: The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
Project Duration: The project started in July 2020 in China and finished in March 2021.
Operation Flow: Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
Image Credits: Jiawei Wu_Designer
Guanzhong Qiu_Photographer