Sweet Tooth Branding by Shijia Luo |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Sweet Tooth PRIMARY FUNCTION: Branding INSPIRATION: Derived from the iconic interview of Cher in 1996, "Men are luxury...like deserts" and "Mom I am a rich man", it inspires the perspective that in the most feminism communications, this design endeavors to convey that in feminist discourse, women often grapple with unfairly demanding societal expectations. Cher's approach positioned women as active participants, capable of making decisions and shaping ideologies. Hence, the idea to craft a brand identity for the social initiative "Sweet Tooth" emerged. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Design promotes feminism, emphasizing women as active dialogue subjects. Inspired by the 1996 interview of Cher, it echoes a smart, wise ideology prioritizing women over relations with men. The branding embodies playfulness, expressing feminism, challenging societal expectations, and striving for true equality. A series of visual design has been made, with three pattern accompanied by the statements featured in motion design imitates the candy melting visual effect to complete Sweet Tooth. OPERATION / FLOW / INTERACTION: Followed by the signature quotes from her interview, more quotes and memes from independent women figure, real or virtual, has been collected as a gallery showcase for the expressions. An idea of developing an organization that communicates feminism over the digital platforms drenched in a visual language that is playful, fun and teasing in vivide and vibrant visual style is formed. The branding of the Sweet Tooth includes logotypes, color palette, condensed visual branding and its application in various forms including social mediai. PROJECT DURATION AND LOCATION: The project started in November 2021 and finished in December 2022 in San Francisco, United States. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: The key visuals include the logotypes and three flowing blend color palette with subtle motion, which were processed through Adobe Illustrator, Photoshop and After Effects. A few iterations were made to achieve a smooth, subtle yet swirlying motion forms for the pattern, a mimic of the melting candy visual forms, to complete the concept of Sweet Tooth. The application involves a mask over the patterns to complete the Sweet Tooth Logotypes, condensed with the double o visual cues to enhance the branding. SPECIFICATIONS / TECHNICAL PROPERTIES: Adobe Illustrator, After Effects, Premier. TAGS: branding, logotype, pattern making, motion graphics, motion design, brand expression, feminism, social cause, women equality, storytelling RESEARCH ABSTRACT: Research incorporated subjects and visual cues for expressions, focusing on feminism's historical context and societal expectations on women. Breakthrough is made by linking ongoing feminist issues to unfair expectations on women. Design aims to challenge societal standards defining women's roles and behaviours. Inspired by remark quote of Cher on men, design promotes feminism without demeaning men. Approach extends humorous and iconic quotes visually, creating a vibrant and teasing language. CHALLENGE: The challenge lies in delivering the message without misrepresentation. Bold quotes may seem to objectify gender, risking misinterpretation. Communication must be curated to avoid confusion. Major quotes and others selected to express female empowerment with playful tone, conveying a focus on women ideology. ADDED DATE: 2023-09-30 19:32:14 TEAM MEMBERS (1) : IMAGE CREDITS: Sound Replica (Instrumental Version) by I’MIN PATENTS/COPYRIGHTS: Copyrights belong to Shijia Luo, 2023 |
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| Visit the following page to learn more: http://bellaluo.com/Sweet-Tooth | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Shijia Luo PROFILE: Shijia, as a versatile visual designer and artist proficient in both 2D and 3D discipline, she leverages her multi-disciplinary expertise to focus on visual expression as a tool for meaningful discourse and storytelling. Her adeptness extends across various mediums where she finds immense satisfaction in utilizing visual experiment as a potent conduit for self-expression and communication. |
| AWARD DETAILS | |
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Sweet Tooth Branding by Shijia Luo is Runner-up for A' Design Award in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Shijia Luo. · Click here to register inorder to view the profile and other works by Shijia Luo. |
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