Dong Lai Shun Logo and VI by Dongdao Creative Branding Group

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DESIGN DETAILS
DESIGN NAME:
Dong Lai Shun

PRIMARY FUNCTION:
Logo and VI

INSPIRATION:
In order to enhance its brand image, we restored the scene, people and story of Donglaishun at its founding time. Based on research, we adopted Beijing-style hand-drawn illustrations in design, which represented the prosperity, ancient buildings, the general public, officials and nobles, poets and literary men all at that time. Therefore, consumers can perceive the historical inheritance of cultural value behind this revitalized brand.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Donglaishun, with its origin in 1903, is a hundred-year franchise restaurant. As a China time-honored brand, it is quite public among the public due to its authority and high quality. However, its brand value weakened continuously, causing misconception for consumers to recognize it. By structuring both its historical and cultural context, we represented the restaurant like 100 years ago, adopting hand-drawn illustrations as core brand elements.

OPERATION / FLOW / INTERACTION:
By applying all the core elements (hand-drawn illustrations), we constructed the systematic brand identity, and created an artistic and humanistic brand image. Therefore, consumers can perceive the historical inheritance of cultural value behind this revitalized brand.

PROJECT DURATION AND LOCATION:
The project started in August 2015 in Beijing and finished in November 2015 in Beijing.

FITS BEST INTO CATEGORY:
Graphics and Visual Communication Design

PRODUCTION / REALIZATION TECHNOLOGY:
By structuring both its historical and cultural context for Donglaishun, we represented the restaurant like 100 years ago, adopting hand-drawn illustrations as core brand elements. We restructure the brand system for Donglaishun by adjusting the brand identity and the brand logo, standardizing the color system, selecting proper auxiliary decoration patterns and pictures, as well as unifying the exclusive font so as to upgrade the brand image.

SPECIFICATIONS / TECHNICAL PROPERTIES:
-

TAGS:
VI, China, Brand Image, Illustrations

RESEARCH ABSTRACT:
Based on research, we adopted Beijing-style hand-drawn illustrations in design, which represented the prosperity, ancient buildings, the general public, officials and nobles, poets and literary men all at that time. By applying all the above core elements, we constructed the systematic brand identity, and created an artistic and humanistic brand image. We restructure the brand system for Donglaishun by adjusting the brand identity and the brand logo, standardizing the color system, selecting proper auxiliary decoration patterns and pictures, as well as unifying the exclusive font so as to upgrade the brand image.

CHALLENGE:
Since Donglaishun is a China time-honored brand, it is very important for us to perceive the historical inheritance of cultural value behind this revitalized brand. It's also a challenge for us considering how to unify the brand concept throughout such a long time. Therefore, through constant and immense research, we adopted Beijing-style hand-drawn illustrations in design, which represented the prosperity, ancient buildings, the general public, officials and nobles, poets and literary men all at that time.

ADDED DATE:
2016-12-29 08:28:39

TEAM MEMBERS (1) :
Dongdao Design Team

IMAGE CREDITS:
Dongdao Creative Branding Group, 2016.

Visit the following page to learn more: http://www.dongdao.net/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
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PROFILE:
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NOMINATION DETAILS

Dong Lai Shun Logo and Vi by Dongdao Creative Branding Group 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.

· The profile and other works by Dongdao Creative Branding Group is also kept secret. This information will also be available later.
AWARD DETAILS

Dong Lai Shun Logo and Vi by Dongdao Creative Branding Group is Winner in Graphics and Visual Communication Design Category, 2016 - 2017.



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