Dragon Alley Marken-Identitéitsdesign vum Tian Liu and Jiayi Chen

D'Wierk Dragon Alley Marken-Identitéitsdesign vum Designer Tian Liu and Jiayi Chen ass en héich geschätzten Gewënner vum prestigiéisen 2021 A' Design Award an Bronze an der Wettbewerbskategorie Grafik, Illustratioun a Visuell Kommunikatiounsdesign.

BronzeGrafik· 2021

Dragon Alley Marken-Identitéitsdesign

vum Tian Liu and Jiayi Chen

Client: Evil Design Studio

A' Design Award an Bronze Gewënner an der Kategorie Grafik

9,026

Verifizéierte Präisgewënner

Präisstatus fir #111593 verifizéieren

Säit besichen Kuckt beim A' Design Award Pressemëtteelung Award Badge

Faarwen

Den Design

Iwwer Dragon Alley Marken-Identitéitsdesign

Dragon Alley ass en Marken-Identitéitsdesign, deen fir e Hot-Pot-Restaurant an en ugrenzenden Téiraum entwéckelt gouf. D'Identitéit baséiert op der Iddi vum Dualismus, deen aus der chinesescher Mythologie geschéift ass. D'Identitéit vum Restaurant dréckt Befreiung aus duerch e Motiv vun engem Blëtzschlag, en tëntenschwaarzen Hannergrond a kraaftvolle Buschstawformen. D'Identitéit vum Téiraum dréckt Zréckhalung aus duerch e Motiv vu Wolleken, déi opräissen, en natierlechen Pabeierton a méi sanft Formen. Schrëttweis Goldaccenter verbannen déi zwou Identitéiten. D'Uwendungen ëmfaassen Visittekaarten, Menuen, Poster, Verpackungen an Tafelgeschir.

D'Unerkennung

Iwwer den A' Design Award an Bronze

Dragon Alley Marken-Identitéitsdesign ass e Gewënner vum A' Design Award an Bronze, enger héich prestigiéiser Unerkennung, déi un erausragend Designe vergi gëtt, déi sech duerch Kreativitéit, Erfindungsgab a Schlauheet ausgezeechnen. Bronze-Gewënner si voll Fäegkeet a opfälleg kreativ Wierker, déi déi grouss Erfahrung, d'Fantasie an d'Ressourceréichtum vun hire Designer bestätegen. Et gëtt erwaart, datt Dragon Alley Marken-Identitéitsdesign e héich geschätzt, bewonnert a beléifte Géigestand ass, bemierkenswäert professionell an innovativ. Dëst mam Bronze ausgezeechent Design integréiert déi beschte Praktike vun der Konscht, der Wëssenschaft, vum Design an der Technologie an zeechent sech duerch Opmierksamkeet fir Detailer aus. Dragon Alley Marken-Identitéitsdesign erfëllt Bedierfnesser exzellent, beréiert Wënsch, bezauberet Gefiller an erweckt Neigierecht.

Hannert dem Design

Press Kit

Credits, Teammemberen an technesch Detailer vum Designer zur Verfügung gestallt.

Eenzegaarteg Eegeschaften: 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.
Dimensiounen & Verpackung: 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
Tags: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Produktiounstechnologie: 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.
Design Erausfuerderung: 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.
Fuerschung: 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.
Inspiratioun: 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.
Projetdauer: 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.
Operatiounsablaf: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Teammemberen: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Bildnoweis: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.