Siyu Xu ᱨᱮᱱᱟᱜ Lord Qu Visual Identity (ᱫᱮᱠᱷᱟᱜ ᱯᱟᱨᱠᱚᱢ) ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2020 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱜᱨᱟᱯᱷᱤᱠ· 2020
Lord Qu Visual Identity (ᱫᱮᱠᱷᱟᱜ ᱯᱟᱨᱠᱚᱢ)
Siyu Xu ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: MET Creative Brand
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#100477 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Lord Qu Visual Identity (ᱫᱮᱠᱷᱟᱜ ᱯᱟᱨᱠᱚᱢ) ᱵᱟᱵᱚᱛ ᱛᱮ
ᱞᱚᱨᱰ ᱠᱩ ᱦᱚᱸ ᱢᱤᱫ ᱫᱮᱠᱷᱟᱜ ᱯᱟᱨᱠᱚᱢ (visual identity) ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱚᱛᱟᱭ ᱟᱠᱟᱱᱟ ᱠᱩᱡᱷᱚᱣ, ᱪᱟᱭᱱᱟ ᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱥᱮᱱᱮᱠ ᱵᱨᱟᱸᱰ (snack brand) ᱞᱟᱹᱜᱤᱫ ᱾ ᱱᱚᱶᱟ ᱟᱭᱰᱮᱱᱴᱤᱴᱭ (identity) ᱛᱟᱨᱩᱵ ᱪᱟᱭᱱᱟ ᱡᱚᱢ-ᱡᱚᱢᱤ ᱥᱚᱸᱥᱠᱟᱨ ᱠᱚ ᱟᱭᱢᱟ ᱨᱩᱧ ᱠᱚ ᱴᱷᱮᱱ ᱱᱟᱶᱟ ᱫᱟᱲᱮᱠᱟᱛᱮ ᱩᱫᱩᱜ ᱠᱮᱫᱟ ᱾ ᱠᱱᱷᱟᱛᱟᱢ ᱠᱚᱱᱷᱩᱥᱤᱭᱩᱥ (Confucius) ᱨᱮᱭᱟᱜ ᱨᱩᱯ ᱨᱮ ᱢᱤᱫ ᱠᱮᱨᱮᱠᱴᱚᱨ (character) ᱛᱟᱭᱚᱢ ᱠᱟᱱᱟ ᱢᱩᱬᱩᱛ ᱥᱭᱢᱵᱚᱞ (central symbol) ᱾ ᱱᱚᱶᱟ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱨᱮᱭᱟᱜ ᱩᱛᱩ ᱟᱹᱴᱭᱟᱹ ᱟᱠᱟᱱᱟ ᱵᱟᱦᱷᱟ ᱵᱩᱱ ᱞᱮᱠᱷᱟᱛᱮ ᱡᱚᱲᱟᱣ ᱠᱟᱱᱟ ᱾ ᱞᱟᱭᱤᱱ ᱠᱟᱴᱩᱱ ᱰᱨᱟᱶᱤᱝ (linear cartoon drawing) ᱠᱚ ᱡᱚᱲᱟᱣᱟᱭ ᱠᱮᱨᱮᱠᱴᱚᱨ ᱥᱟᱶ ᱱᱟᱦᱟᱹᱠ ᱛᱟᱨᱤᱠ ᱨᱮᱭᱟᱜ ᱢᱚᱛᱤᱯ ᱠᱚ, ᱡᱟᱦᱟᱸ ᱨᱮ ᱢᱮᱱᱟᱜ-ᱟ ᱩᱪᱷᱟ ᱫᱟᱨᱟᱜᱚᱱ, ᱠᱚᱱᱷᱩᱥᱤᱭᱩᱥ ᱨᱮᱭᱟᱜ ᱛᱮᱢᱯᱚᱞ ᱟᱨ ᱟᱸᱥᱟᱨᱤ ᱨᱤᱢᱤᱞ ᱠᱚ ᱾ ᱢᱤᱫ ᱯᱚᱛᱷᱟ ᱟᱠᱟᱹᱨ ᱥᱭᱢᱵᱚᱞ ᱵᱮᱵᱷᱟᱨ ᱦᱩᱭ ᱟᱠᱟᱱᱟ ᱥᱴᱤᱢᱟᱨ (steamers), ᱡᱟᱠᱟᱛ-ᱵᱟᱠᱟᱛ (tableware), ᱰᱤᱭᱟ ᱠᱚ ᱟᱨ ᱠᱩᱨᱥᱤ ᱨᱮᱭᱟᱜ ᱞᱟᱛᱟᱨ ᱨᱮ, ᱨᱮᱥᱴᱚᱨᱟᱸ ᱠᱷᱚᱱ ᱥᱮᱫᱟᱭ ᱨᱮ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Lord Qu Visual Identity (ᱫᱮᱠᱷᱟᱜ ᱯᱟᱨᱠᱚᱢ) 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᱾ Lord Qu Visual Identity (ᱫᱮᱠᱷᱟᱜ ᱯᱟᱨᱠᱚᱢ) 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
- Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- In the application of props, the designers make full use of the pig nose visual hammer, develop the steamer of Lord Qu exclusive pig nose on the tableware, the pig nose lamp and backrest seat in the space, make a deep strong link between the product and the brand, and carry out the exclusive brand design.
- ᱴᱮᱜ ᱠᱚ
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.
- ᱯᱨᱮᱨᱚᱱᱟ
- Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- The designers create a story for IP, personify the ingredients in the main products.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- Copyrights belong to Siyu Xu, 2018.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Siyu Xu
Youjia Gu
Gaoyang Duan
Miao Pan
Yuting Wang
Xin Wang - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Image #1: Photographer MET Creative Brand, Lord Qu, 2018.
Image #2: Photographer MET Creative Brand, Lord Qu, 2018.
Image #3: Photographer MET Creative Brand, Lord Qu, 2018.
Image #4: Photographer MET Creative Brand, Lord Qu, 2018.
Image #5: Photographer MET Creative Brand, Lord Qu, 2018.
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