Dragon Alley
Visual Identification Design for Evil Design Studio
Concept design of this project has distinctive dualism style of the East. Designers endow the Hot Pot with the feeling of releasing, while the Teahouse is relatively restrained, bringing opposite and unified experience to each visitors. Designers have also created a complete mythological system for it. Without apparent dragon, but take effect as a hidden element which brings “Crack of thunder", “Burst through clouds” and the inscriptions, as well as the contrast and winding of the simple and complex fonts. Therefore, to create a modern visual effect of collision and fusion.
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Dragon Alley by Liu Tian
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Visual Identification Design by Liu Tian
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Liu Tian Dragon Alley
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Liu Tian Visual Identification Design
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Evil Design StudioBrand Logo
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Dragon Alley Visual Identification Design Press Releases
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Unique Properties
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.
Tags
VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Production 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.
Design 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.
Project Duration
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.
Operation Flow
The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Research
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.
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.
Image Credits
Image#1: Designer Jiayi Chen, 2019, Image#2: Designer Liu Tian, 2019.
Project Overview
Dragon Alley Visual Identification Design has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Liu Tian was recognized with the coveted Bronze A' Design Award in 2021, a testament to excellence of their work Dragon Alley Visual Identification Design.
Liu Tian Press Releases
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Dragon Alley: A Unique Visual Identification Design Inspired by Chinese Mythology
Yewu Brand Design Co., Ltd. unveils Dragon Alley, a brand design project that embodies the spirit of dualism and Chinese mythology, creating a distinctive visual identity for Dragon Alley Hot Pot and Dragon Alley Inner Tea Room.
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