Dragon Alley Visual Identification Design by Tian Liu and Jiayi Chen |
Home > Winners > #111593 |
 |
|
||||
| DESIGN DETAILS | |||||
| DESIGN NAME: Dragon Alley PRIMARY FUNCTION: Visual Identification Design INSPIRATION: 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design. PROJECT DURATION AND LOCATION: 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. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: 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. SPECIFICATIONS / TECHNICAL PROPERTIES: 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*15 TAGS: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea RESEARCH ABSTRACT: 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. CHALLENGE: 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. ADDED DATE: 2020-09-28 15:14:52 TEAM MEMBERS (1) : Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao IMAGE CREDITS: Image#1: Designer Jiayi Chen, 2019, Image#2: Designer Liu Tian, 2019. |
||||
| Visit the following page to learn more: http://www.vodandfriends.com/ | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
 |
NAME: Evil Design Studio PROFILE: Evil Design Studio established a design office in Milan, Italy in 2014, then in 2017, We back to China and established a design office in Chengdu and Hangzhou. Our design includes ： brand design; product design; visual communication, Type Design etc. |
| AWARD DETAILS | |
 |
Dragon Alley Visual Identification Design by Tian Liu and Jiayi Chen is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.· Press Members: Login or Register to request an exclusive interview with Tian Liu and Jiayi Chen. · Click here to register inorder to view the profile and other works by Tian Liu and Jiayi Chen. |
| SOCIAL |
| + Add to Likes / Favorites | Send to My Email | Comment | Testimonials | View Press-Release | Press Kit |
Did you like Tian Liu and Jiayi Chen's Graphic Design?
You will most likely enjoy other award winning graphic design as well.
Click here to view more Award Winning Graphic Design.
  |
 |
