Serious Little Squid Visual Identity by Youjia Gu

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DESIGN DETAILS
DESIGN NAME:
Serious Little Squid

PRIMARY FUNCTION:
Visual Identity

INSPIRATION:
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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
In terms of design techniques, the designers chose the form of black and white silent film as the carrier.

PROJECT DURATION AND LOCATION:
The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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.

TAGS:
Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy

RESEARCH ABSTRACT:
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.

CHALLENGE:
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.

ADDED DATE:
2020-02-24 13:43:19

TEAM MEMBERS (6) :
Youjia Gu, Yun Liu, Yuchen Wang, Siyu Xu, Yuting Wang and Xin Wei

IMAGE CREDITS:
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.

PATENTS/COPYRIGHTS:
Copyrights belong to Youjia Gu, 2019.

Visit the following page to learn more: http://c7.gg/fUU2u
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CLIENT/STUDIO/BRAND DETAILS
NAME:
MET Creative Brand

PROFILE:
MET Creative Brand is an emerging company focusing on catering design. At present, it ranks among the top ten new catering design companies in China, serving 100 brands every year. We are vertical to the catering industry, deeply engaged in subdivision design, and create brand value. We provide brand planning, brand vision, space design, restaurant landing and other one-stop services. Whether it is the creation of a new catering brand or the upgrading of the original brand, it is all our service scope. The company is committed to creating a beautiful and profitable restaurant design. With a team of about 100 people, it is a group of young designers with dreams, and has branches in various cities across the country.

NOMINATION DETAILS

Serious Little Squid Visual Identity by Youjia Gu is a Nominee in Graphics and Visual Communication Design Category.

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AWARD DETAILS

Serious Little Squid Visual Identity by Youjia Gu is Winner in Graphics and Visual Communication Design Category, 2019 - 2020.



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