Pure Green Visual Identity by Xinqi Liu

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DESIGN DETAILS
DESIGN NAME:
Pure Green

PRIMARY FUNCTION:
Visual Identity

INSPIRATION:
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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
The project started in July 2019 in Chongqing and finished in December in Chongqing.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
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.

SPECIFICATIONS / TECHNICAL PROPERTIES:
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.

TAGS:
Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, National Trend, Hot Pot, Mobee

RESEARCH ABSTRACT:
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.

CHALLENGE:
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.

ADDED DATE:
2020-02-24 15:08:59

TEAM MEMBERS (5) :
Xinqi Liu, Siyu Xu, Ye Fang, Tao Chen and Yuting Wang

IMAGE CREDITS:
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.

PATENTS/COPYRIGHTS:
Copyrights belong to Xinqi Liu, 2019.

Visit the following page to learn more: http://c7.gg/fUU2v
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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

Pure Green Visual Identity by Xinqi Liu is a Nominee in Graphics and Visual Communication Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

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AWARD DETAILS

Pure Green Visual Identity by Xinqi Liu is Winner in Graphics and Visual Communication Design Category, 2019 - 2020.



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