Yiwen Tu ᱨᱮᱱᱟᱜ Jie Yi Couture ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱫᱚ ᱜᱨᱟᱯᱷᱤᱠᱥ, ᱪᱤᱛᱨᱟᱝᱠᱚᱱ ᱟᱨ ᱫᱤᱥᱚᱢ ᱡᱚᱦᱟᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2021 A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱞᱚᱦᱟᱜᱨᱟᱯᱷᱤᱠ· 2021
Jie Yi Couture ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ
Yiwen Tu ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Jie Yi Couture Studio
ᱜᱨᱟᱯᱷᱤᱠ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#109125 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Jie Yi Couture ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱵᱟᱵᱚᱛ ᱛᱮ
ᱡᱤ ᱭᱤ ᱠᱳᱴᱩᱨ ᱮᱴᱟᱜ ᱮᱠᱟ ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱥᱟᱸᱜᱷᱟᱭ ᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱠᱚᱴᱩᱨ ᱥᱴᱩᱰᱤᱭᱚ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱦᱩᱭᱮᱱᱟ ᱾ ᱪᱤᱱ ᱟᱠᱷᱚᱨ "ᱡᱤ" ᱨᱮᱭᱟᱜ ᱟᱨᱛ ᱠᱟᱱᱟ ᱛᱩᱠᱟᱹᱭ ᱟᱨ ᱵᱷᱟᱸᱜᱟᱭ, ᱟᱨ "ᱭᱤ" ᱨᱮᱭᱟᱜ ᱟᱨᱛ ᱠᱟᱱᱟ ᱢᱤᱫ, ᱡᱩᱴ ᱟᱨ ᱮᱠᱨᱩᱯᱮᱛᱟ ᱾ ᱞᱳᱜᱳ ᱚᱠᱟ ᱪᱤᱱ ᱴᱟᱭᱯᱳᱜᱨᱟᱯᱷᱤ ᱛᱮ ᱵᱟᱱᱟᱣᱮᱱᱟ, ᱟᱨ ᱟᱠᱷᱚᱨ ᱠᱚᱨᱮᱭᱟᱜ ᱚᱠᱟ ᱚᱠᱟ ᱵᱟᱜ ᱠᱚ ᱢᱮᱱᱮᱠᱤᱱ ᱟᱨ ᱠᱟᱫᱚ ᱨᱮᱭᱟᱜ ᱪᱤᱱᱦᱟᱸ ᱠᱚ ᱥᱟᱶ ᱵᱚᱫᱚᱞ ᱦᱩᱭᱮᱱᱟ ᱾ ᱯᱮᱴᱟᱨᱱ-ᱛᱮᱭᱟᱨ ᱦᱩᱭᱩ ᱨᱮᱭᱟᱜ ᱥᱠᱮᱴᱪ ᱠᱚ ᱢᱩᱬᱩᱛ ᱫᱮᱠᱷᱟᱣ ᱦᱩᱭᱩ ᱠᱟᱱᱟ ᱵᱮᱭᱟᱨ ᱠᱚ, ᱟᱨ ᱚᱱᱠᱩ ᱨᱮᱭᱟᱜ ᱞᱟᱭᱤᱱ ᱠᱚ, ᱠᱟᱨᱣ ᱠᱚ ᱟᱨ ᱱᱚᱴ ᱠᱚ ᱢᱤᱫᱴᱟᱸ ᱦᱩᱭ ᱠᱟᱛᱮ ᱢᱤᱫ ᱰᱤᱴᱮᱞᱰ ᱯᱮᱴᱟᱨᱱ ᱛᱮᱭᱟᱨ ᱮᱫᱟ ᱾ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱮᱴᱟᱜ ᱯᱮᱠᱮᱡᱤᱸᱜ ᱨᱮ ᱦᱮᱡ ᱦᱮᱡ ᱥᱟᱭᱡ ᱨᱮ ᱮᱢ ᱟᱠᱟᱱᱟ ᱾ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱟᱨᱟᱭ ᱠᱟᱴᱮ ᱠᱟᱨᱤᱜᱨᱤ ᱟᱨ ᱥᱮᱢᱤ-ᱠᱟᱥᱴᱚᱢ ᱴᱮᱞᱚᱨᱤᱸᱜ ᱥᱟᱨᱵᱷᱤᱥ ᱨᱮᱭᱟᱜ ᱦᱚᱲᱢᱚ ᱮᱢᱟᱠᱟᱫᱼᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Jie Yi Couture ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ ᱫᱚ A' Design Award ᱞᱚᱦᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Jie Yi Couture ᱵᱨᱟᱸᱰ ᱟᱭᱰᱮᱱᱴᱤᱴᱤ 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
- Jie Yi Couture is a start-up company in Shanghai. While the character ‘Jie’ means to solve and to deconstruct in Chinese, ‘Yi’ means one which is also referred to as unity and consistency.
Jie Yi is faced with fierce competition in Shanghai. What helps Jie Yi stand out from its competitors will be its strategy of providing semi-custom design service and its spirit of inheriting Chinese traditional skills. Therefore, the branding aims to convey a sense of craftsmanship and entry-lux - ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- The packaging shown is offered in a variety of sizes and iterations based on the product.
- ᱴᱮᱜ ᱠᱚ
- Branding and Marketing, Research, Visual Identity System, Pattern-making, Tailoring, Traditional Skills inheritance
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- Graphic Design, Brand Identity, packaging design, Brand Research and Strategy, Chinese Typography, Pattern-making
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- The business is located in Shanghai and targeting people from the casual-business market aging from 25-50. Jie Yi was facing fierce competition when it launched its first line. To stand out from the numerous competitors, Jie Yi built its strategy of creating an entry-lux experience and providing semi-customization service. This strategy helped the brand appeal to a younger group of customers who were looking for more affordable, high-quality products.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- To learn the brand's products and business operation, the designer Yiwen Tu took many field trips to the studio and studied pattern-making and draping that were part of the production process. In the process, Yiwen discovered the beauty of the pattern-making sketch and turned it into the primary visual element. Yiwen also worked closely with the clients on brand & market research and design decision making. The immersive research experience, along with the cooperation, helped the designer set the brand strategy and visual tone in an efficient manner.
- ᱯᱨᱮᱨᱚᱱᱟ
- Jie Yi's studio reveals the brand personality and provides inspiration for the design. There lies the esthetic in the arrangement of the space and the relationship between the lines in the pattern-making drawings. Yiwen was inspired to turn the sketch of pattern-making into the primary elements of the visual system as the sketch is a symbol of craftsmanship, ingenuity, and unique.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in August 2018 in Shanghai and finished in January 2020 in New York.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- Based on the research and what was learned from the communication with the client, the designer decided to use Chinese typography to create the logo. The designer Yiwen replaced part of radicals with symbols of mannequin and scissors. People can easily recognize the brand's name and learn about the company's business from the logo.
As each pattern-making sketch is explicitly designed for the client, it becomes a symbol of unique, precision, and fine craftsmanship. The lines, curves, and notes form a pattern that is beautiful and elaborate. Therefore, it is integrated into the visual system as the primary element. - ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Independent
- ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- Yiwen Tu, 2020
ᱥᱯᱚᱱᱥᱚᱨᱰ
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