Youjia Gu ᱨᱮᱱᱟᱜ Serious Little Squid Primary Function: ᱫᱮᱠᱷᱟᱣ ᱯᱟᱨᱥᱤᱫ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2020 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱜᱨᱟᱯᱷᱤᱠ· 2020
Serious Little Squid Primary Function: ᱫᱮᱠᱷᱟᱣ ᱯᱟᱨᱥᱤᱫ
Youjia Gu ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: MET Creative Brand
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#100470 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Serious Little Squid Primary Function: ᱫᱮᱠᱷᱟᱣ ᱯᱟᱨᱥᱤᱫ ᱵᱟᱵᱚᱛ ᱛᱮ
Book Text: Serious Little Squid ᱢᱮᱱᱟᱜ-ᱟ ᱢᱤᱫ ᱫᱮᱠᱷᱟᱣ ᱯᱟᱨᱥᱤᱫ ᱡᱟᱦᱟᱸ ᱢᱤᱫ ᱦᱚᱴᱚᱞ ᱵᱨᱟᱸᱰ ᱞᱟᱹᱜᱤᱫ ᱴᱷᱚᱠᱟ ᱟᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱟ ᱡᱮᱸᱜ, ᱢᱤᱫ ᱥᱠᱩᱤᱰ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱨᱮ ᱴᱷᱟᱴᱤᱨᱟᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱥᱚᱦᱚᱨ ᱨᱮᱭᱟᱜ ᱚᱯᱤᱥ ᱠᱟᱢᱤᱨᱤᱭᱟᱹ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱞᱟᱠᱚ ᱠᱟᱱᱟ ᱾ ᱱᱮᱠᱴᱟᱭ ᱟᱨ ᱦᱮᱰ ᱥᱠᱟᱨᱯ ᱡᱚᱦᱟᱣ ᱠᱚ ᱴᱷᱮᱱ ᱠᱚ ᱠᱮᱨᱮᱠᱴᱚᱨ-ᱮᱢ ᱥᱩᱜᱟᱶ ᱠᱟᱱᱟ ᱩᱛᱟᱨᱚᱜ ᱞᱟᱹᱜᱤᱫ ᱾ ᱜᱨᱟᱯᱷᱤᱠ ᱥᱴᱟᱭᱤᱞ ᱠᱟᱞᱚ ᱮᱢᱟᱱ ᱟ ᱠᱟᱞᱚ-ᱩᱭᱦᱟᱨ ᱥᱟᱨᱮᱸᱜ ᱨᱮᱭᱟᱜ ᱥᱟᱭᱤᱞᱮᱸᱴ ᱯᱤᱞᱚᱢ ᱠᱚ ᱠᱷᱚᱱ, ᱡᱟᱦᱟᱸᱨᱮ ᱛᱮᱴᱚᱜ ᱦᱩᱢᱚᱨ ᱟᱨ ᱥᱚᱯᱷᱟ ᱠᱚᱢᱤᱠ ᱥᱤᱱ ᱠᱚ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱱᱟ ᱾ ᱢᱤᱫ ᱥᱤᱨᱤᱡ ᱤᱞᱩᱥᱴᱨᱮᱥᱚᱱ ᱡᱟᱦᱟᱸ inner theater ᱧᱩᱛᱩᱢ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱢᱤᱫ ᱢᱟᱨᱟᱸ ᱥᱚᱦᱚᱨ ᱨᱮᱭᱟᱜ ᱛᱮᱦᱮᱸᱧ ᱡᱤᱣᱤ ᱠᱚ ᱫᱮᱠᱷᱟᱣ ᱠᱟᱱᱟ ᱾ ᱢᱚᱱᱮ ᱠᱚ ᱴᱷᱚᱠᱟᱱᱟ ᱢᱤᱫ ᱵᱮᱥ ᱵᱨᱟᱸᱰ ᱴᱚᱱ ᱛᱮᱭᱟᱨ ᱠᱟᱛᱮ, ᱟᱨ ᱦᱟᱲᱟᱢ ᱜᱚᱲᱚ ᱠᱚ ᱥᱟᱶᱛᱮ ᱢᱤᱫ ᱱᱟᱜᱟᱢ ᱡᱩᱲᱟᱶ ᱛᱮᱭᱟᱨ ᱚᱠᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Serious Little Squid Primary Function: ᱫᱮᱠᱷᱟᱣ ᱯᱟᱨᱥᱤᱫ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Serious Little Squid Primary Function: ᱫᱮᱠᱷᱟᱣ ᱯᱟᱨᱥᱤᱫ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- In this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- The most representative of black-and-white silent film is Chaplin's series of works, which is funny and ironic. In the design of this case, an inverted expression is extracted, that is, cold humor and hypocrisy. This seemingly silent and less positive state actually expresses some very sunny attitudes.
- ᱴᱮᱜ ᱠᱚ
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
- ᱯᱨᱮᱨᱚᱱᱟ
- With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Copyrights belong to Youjia Gu, 2019.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Youjia Gu
Yun Liu
Yuchen Wang
Siyu Xu
Yuting Wang
Xin Wei - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019.
Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
