Pure Green 視覺形象

由 Xinqi Liu

客戶: MET Creative Brand

平面類別嘅 A' Design Award 鐵獎得獎者

10,674

經驗證嘅獲獎者

驗證設計 #100488 嘅獲獎狀態

訪問網站喺 A' Design Award 查看新聞稿獎項徽章

色彩

設計

關於 Pure Green 視覺形象

《清油》係重慶一個火鍋餐廳品牌嘅視覺形象設計。以清油鍋嗰種鮮青花椒嘅綠色作為品牌主色，同當地市場常見嘅紅色形成強烈對比。一個名叫「Mobee」嘅角色形象係整個識別系統嘅核心符號。Mobee結合咗正圓形同負十字形嘅元素，用麻將牌代替五官，表達出獨立、神秘同活力嘅個性。品牌符號被廣泛應用於各種形式同媒介之上，旨在拉近品牌同年輕消費者之間嘅距離。

榮譽認可

關於A' Design Award 鐵獎

Pure Green 視覺形象是 A' Design Award 鐵獎得主，這是授予滿足人們對設計精良的創作所期待的專業與工業要求的優良設計的聲望認可。鐵獎得主展現出其創作者的高超技藝、高度專業化、專家級的理解力和創造能力。預計Pure Green 視覺形象將成為一件備受推崇、令人欽佩且被珍愛的創作，既實用又創新。這件贏得 A' Design Award 鐵獎的設計整合了行業最佳實踐，並擁有與專業知識和才華相結合的稱職技術特性。Pure Green 視覺形象因其嚴謹而受到尊重，旨在提供有助於讓世界變得更美好的生活品質改善。

設計背後

新聞資料包

由設計師提供嘅製作人員名單、團隊成員同技術詳情。

獨特屬性: Pure Green is a representative work, which uses a young "national trend" way to upgrade the original brand. In order to make the brand exclusive symbols present in front of consumers in more diverse forms and media. The designers deepen and extend it again, and create a lovely and mysterious IP image, while further promoting the brand, the distance between the brand and the consumer is drawn.
尺寸同包裝: The project covers a total of 256 square meters. In brand operation, the designers try to turn disadvantage into advantage. The fresh pepper hotpot researched by Pure Green through years of precipitation and technological breakthrough is an important core asset of the brand, which should not be avoided, but should be vigorously promoted.
標籤: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee
生產技術: The IP image represents the positive circle and the negative cross element. The national essence mahjong is used to replace the physical five senses to create an IP image that adheres to independence, mystery and vitality.
設計挑戰: The biggest problem between the original brand and space design is that there is no clear brand positioning, so there is no presentation of brand culture personality and no clear brand memory point. To this end, the designers take the unique green color of fresh pepper hotpot as the brand color to echo the large red area.
研究: In the process of communicating with the founder's team, the designers understand their concerns. In the market environment where "red oil hotpot" is popular in Chongqing, the bottom of green hot pot is too niche, which is not in line with the cognition of Chongqing locals. Therefore, how to upgrade the brand image as a whole, at the same time, get more consumers' cognition, even brand recognition, has become the focus of this design.
靈感: The designers take Chongqing's impressions of "tradition and innovation", "modern and retro", "market and fashion", which are all concepts of strong collision and coexistence. In the selection of the overall visual style, they develop a brand specific "national trend" model to match the target consumer groups. At the same time, they deepen the popular national fashion style with unique brand genes, so the concept of "Green Trend" comes into being.
項目時長: The project started in July 2019 in Chongqing and finished in December in Chongqing.
操作流程: Among the red oil hotpot, fresh pepper hotpot is the best way to innovate and salute the traditional hot pot, also links the Pure Green with the young people in Chongqing. The designers do not weaken its difference, but strengthen it more, and use visual language to highlight the unique brand personality.
專利: Copyrights belong to Xinqi Liu, 2019.
團隊成員: Xinqi Liu
Siyu Xu
Ye Fang
Tao Chen
Yuting Wang
圖片來源: Image #1: Photographer MET Creative Brand, Pure Green, 2019.
Image #2: Photographer MET Creative Brand, Pure Green, 2019.
Image #3: Photographer MET Creative Brand, Pure Green, 2019.
Image #4: Photographer MET Creative Brand, Pure Green, 2019.
Image #5: Photographer MET Creative Brand, Pure Green, 2019.