Morph Food and Beverage Branding by MARS DESIGN CONSULTANTS |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Morph PRIMARY FUNCTION: Food and Beverage Branding INSPIRATION: The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly. Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph. The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale. OPERATION / FLOW / INTERACTION: The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers. Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph. PROJECT DURATION AND LOCATION: The project started in 2019 and this bar and restaurant is located in Hangzhou China. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design. SPECIFICATIONS / TECHNICAL PROPERTIES: Logo minimum size for the vertical logo width is 15mm Menu design is (W)120mm x (H)300mm Matchbox design is (W)60mm x (H)40mm x (D)20mm Wall art sculpture is (W)2000mm x (H)1200mm TAGS: Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design RESEARCH ABSTRACT: A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience. Immersing the soul into the Chinese culture, cuisine and studied the dining habits. The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style. CHALLENGE: In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story. ADDED DATE: 2020-02-14 03:51:16 TEAM MEMBERS (3) : Angela Lu Zhang, Nico Xu YiFei and IMAGE CREDITS: MARS |
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| Visit the following page to learn more: http://marsdesignsg.com | |||||
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NAME: Mars Design Consultants
 PROFILE: MARS DESIGN CONSULTANTS is a boutique creative agency in Singapore, specialising in communicating outstanding luxury, premium brands and high-end hospitality brands. Together with our clients, we aspire to think out and fully adapted solutions correctly. We approach all we do with a strong core team and international network of most exceptional collaboration partners from various design disciplines. |
| AWARD DETAILS | |
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Morph Food and Beverage Branding by Mars Design Consultants is Winner in Graphics, Illustration and Visual Communication Design Category, 2019 - 2020.· Press Members: Login or Register to request an exclusive interview with MARS DESIGN CONSULTANTS. · Click here to register inorder to view the profile and other works by MARS DESIGN CONSULTANTS. |
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