Dragon Alley Asuqel n Twennaḍt n Tiddukla sɣur Tian Liu and Jiayi Chen

Dragon Alley Asuqel n Twennaḍt n Tiddukla sɣur Tian Liu and Jiayi Chen d anerbaz yettwaqadren meqqren n 2021 Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Tnaflit n Afeṣṣel n Unuɣ, Tugna d Teywalt Tamulant.

LbrunzUnuɣ· 2021

Dragon Alley Asuqel n Twennaḍt n Tiddukla

sɣur Tian Liu and Jiayi Chen

Amsaɣ: Evil Design Studio

Anerbaz n Tarbaḥt A' Design Award n Lbrunz deg Taggayt n Unuɣ

9,026

Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #111593

Rzu ɣer usmel Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef Dragon Alley Asuqel n Twennaḍt n Tiddukla

Dragon Alley d asuqel n twennaḍt n tiddukla i d-ittwaxedmen i uxxam n tewwurt (hot pot) akked texxamt n latay i t-yezzin. Twennaḍt-a tebna ɣef tikti n usnas asnat (dualism) i d-yekkan seg tqisit n Ccinwa. Twennaḍt n uxxam n tewwurt tesskan-d aserreḥ s useqdec n useklu n usirem n lehwa, agilal aberkan am ssber, akked tira ifazen s tezmert. Twennaḍt n texxamt n latay tesskan-d aḥbas s useqdec n useklu n usfeḍ n usigna, ini n lkaɣeḍ n tnaturt akked tira ifazen s lwerd. Ilugan n uzeggaɣ n uwraɣ ttarran anecraf ger snat twennaḍin. Iseqdacen ttɛeddin ɣef tkarḍiwin n unabaḍ, lmenwat, iɣbula n usbeddi, aḍebsi n usuter akked ifecka n uɣersu.

Asmekti

Ɣef Tarbaḥt A' Design Award n Lbrunz

Dragon Alley Asuqel n Twennaḍt n Tiddukla d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Dragon Alley Asuqel n Twennaḍt n Tiddukla ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Dragon Alley Asuqel n Twennaḍt n Tiddukla yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: Based on the brand attributes of the spirit of dualism and Chinese mythology, we use it in the entire brand design process. In terms of font identification, it conveys such feelings at intercross and interlard to each other mutually. In terms of design elements, the main elements are "Crack of Thunder"in Dragon Alley and "Burst Through Clouds" in Dragon Alley Inner, the former is vigorous, while the latter is gentle. In terms of color, ink color is used as the main background color in Dragon Alley, while natural paper color as the main background color in Dragon Alley Inner, with gradual change of gold as the element.
Tigejdiwin & Akemmus: Business card:99mm*50mm,
Bag:293mm*136mm,
Folder:480mm*310mm,
Menu:136mm*293mm,
Menu cover:250mm*140mm,
Poster:A2,
Dinner plate:diameter: 200mm,
Self-heating hot pot: 35mm*30mm*25mm,
Tea Caddy:105mm*105mm*150mm,
Oil tank:diameter 40mm*50mm,
Scarf:300mm*300mm
Tibzimin: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Tasnakta n Ufares: In terms of design, the software we mainly use are Adobe Illustrator, Photoshop, After Effect and Cinema 4D.

Further more, in the later material production, it uses stamping technology, gravure printing technology, spot color printing and so on, in order to present the brand vision perfectly. In addition, there needs to be special requirements for its printing materials.
Asewḥel n Usnulfu: During the project. We have studied the various historical periods of China from ancient times to modern times. How to convert Chinese mythological information into usable font design, Graphic design and pattern design are the most important issues.

At the same time, how to balance the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner is also our main task.
Finally, how to integrate the concept of dragon throughout the brand design is also a problem we need to solve.
Anadi: First of all, for a new brand, we need to let it have a complete brand story and a deep brand spirit. For business purposes, we need to make consumers recognize the brand, and based on brand value, we need our designers to create meaningful brand content. We have created a complete mythological worldview for Dragon Alley and Dragon Alley Inner, so that the brand has complete story content and visual symbols from beginning to end.

Relying on this complete set of brand visual system and story system, the brand can have a unified way of communication in terms of visual perception, operation and marketing.
Aseḥbiber: We received the project that needed to make the brand design of Dragon Alley Hot Pot and Dragon Alley Inner Tea Room for our client. Dragon Alley has main feature of lively hot pot restaurant, and on the contrary, Dragon Alley Inner corresponds to people's leisure tea time after meals. Chinese living alleys have two special attributes of street life. Based on the spatial differences between the two, the project design seeks to create a sense of contradiction and integration of balance, namely dualism. Emotionally, Dragon Alley represents release, while Dragon Alley Inner immersed in restraint.
Tanzagt n Usenfar: The project began in 2019 in Milan, the overall visual design at the end of May 2020, and the project eventually landed in Chengdu China.
Tanila n Umahil: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Igmamen n Terbaɛt: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Imsuren n Tugniwin: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.