Dragon Alley Kugadzirwa kweMuvezo weBhurendi naTian Liu and Jiayi Chen

Dhizaini Dragon Alley Kugadzirwa kweMuvezo weBhurendi naTian Liu and Jiayi Chen ndiye mukundi anokudzwa zvikuru wemubairo unoremekedza we2021 Mubairo weBronzi we A' Design Award muChikwata cheKukwikwidza cheGirafiki, Mifananidzo neKutaurirana kweMeso.

BronziGirafiki· 2021

Dragon Alley Kugadzirwa kweMuvezo weBhurendi

na Tian Liu and Jiayi Chen

Mutengi: Evil Design Studio

Mukundi weMubairo weBronzi we A' Design Award muChikwata cheGirafiki

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Mavara

Dhizaini

Nezvekwa Dragon Alley Kugadzirwa kweMuvezo weBhurendi

Dragon Alley ndiyo dhizaini yemuvezo webhurendi yakagadzirirwa resitorendi yehot pot uye imba yetii yakabatana nayo. Muvezo uyu wakavakirwa papfungwa yekupesana kwezvinhu zviviri (dualism) inobva mungano dzeChina. Muvezo weresitorendi unoratidza kusununguka kuburikidza nemufananidzo wemheni inotinhira, background yakasviba seingi, uye mavara akasimba. Muvezo weimba yetii unoratidza kuzvidzora kuburikidza nemufananidzo wezuva richibuda mumakore, ruvara rwakasikirwa rwepepa, uye mavara akapfava. Ruvara rwegoridhe runoshanduka-shanduka runosunga zvose zviviri muvezo. Kushandiswa kwazvo kunosanganisira makadhi ebhizinesi, mamenyu, mapositi, mapaketi uye midziyo yekudyisa.

Kuzivikanwa

Nezve Mubairo weBronzi we A' Design Award

Mubairo weBronzi we A' Design Award wakahwinwa ne Dragon Alley Kugadzirwa kweMuvezo weBhurendi, rukudzo rwakakwirira kwazvo runopiwa kumadhizaini akasiyana anozivikanwa nekugadzira, njere nekungwara. Vakunda veBronzi mabasa ane unyanzvi hwakakwana uye kugadzira kunoshamisa kunosimbisa ruzivo rukuru, pfungwa nehunyanzvi hwevagadziri vawo. Dragon Alley Kugadzirwa kweMuvezo weBhurendi inotarisirwa kuva chinhu chinokudzwa kwazvo, chinoremekedzwa uye chinodiwa, chine hunyanzvi hunoonekwa uye zvitsva. Dhizaini iyi yakahwina Mubairo weBronzi we A' Design Award inosanganisa maitiro akanakisa muhunyanzvi, sayenzi, dhizaini netekinoroji uye yakasiyana nekutarisisa zvidiki. Dragon Alley Kugadzirwa kweMuvezo weBhurendi inogutsa zvinodiwa zvakanaka, inobata zvishuvo, inokwezva manzwiro uye inomutsa kuda kuziva.

Shure kweDhizaini

Bepa Renhau

Zvikwereti, nhengo dzetiimu nezvimwe zvakadzama zvakapihwa nemudhizaina.

Hunhu Hwakasiyana: 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.
Kukura & Kupakiwa: 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
Matagi: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Tekinoroji Yekugadzira: 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.
Changamire yeDhizaini: 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.
Tsvakurudzo: 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.
Chikurudziro: 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.
Nguva yePurojekiti: 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.
Mafambiro eBasa: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Nhengo dzeTimu: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Zvikwereti zveMifananidzo: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.