Visual Identification Design
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.

Liu Tian 2021 Enterprise Bronze Press Kit № 111593

Download Press Kit № 111593

Download Press Kit № 111593 Visual Identification Design for Evil Design Studio by Liu Tian to access high-res images, essential texts, translations, and exclusive interviews—all in one.


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Dragon Alley by Liu Tian
Dragon Alley by Liu Tian

Download 1800 Pixels JPEG Image.

The 1800-pixel image is crafted for flexibility in print sizes—crisp and detailed at up to 6 inches with 300 DPI, and maintains its clarity at up to 12 inches when set to 150 DPI. Download watermark-free, high-res images with your press credentials, or opt for an immediate low-res download. Consult the Image Credits Section for information on photo credits.

Visual Identification Design by Liu Tian
Visual Identification Design by Liu Tian

Download 1800 Pixels JPEG Image.

Leverage the high resolution of this 1800-pixel image for detailed, vibrant prints. At 300 DPI, it's ideal for up to 6 inches; at 150 DPI, it scales beautifully to 12 inches. High-res, no watermark images await those with press accreditation. For instant access, download a low-res version. For photo credit information, refer to the Image Credits Section.

Liu Tian Dragon Alley
Liu Tian Dragon Alley

Download 1800 Pixels JPEG Image.

This 1800-pixel image offers versatility for print: achieve crisp, detailed prints up to 6 inches at 300 DPI, or opt for larger, yet still sharp visuals up to 12 inches at 150 DPI. Press accreditation offers watermark-free high-res downloads. For immediate needs, low-res images are ready now. Consult the Image Credits Section for information on photo credits.

Liu Tian Visual Identification Design
Liu Tian Visual Identification Design

Download 1800 Pixels JPEG Image.

Utilize this 1800-pixel image at 300 DPI for sharp, detailed prints up to 6 inches. When your narrative requires larger images, deploying it at 150 DPI allows for clear, impactful visuals up to 12 inches. Unlock high-res, watermark-free images with press accreditation, or instantly download a low-res version today. Image attributions can be found in the Image Credits Section.

Evil Design StudioBrand Logo
Evil Design StudioBrand Logo

Download 1800 Pixels JPEG Image.

Maximize the potential of this 1800-pixel image: at 300 DPI, it delivers exceptional detail up to 6 inches, while at 150 DPI, it offers clarity for prints up to 12 inches. Accredited press members can download high-res images free of watermarks. Alternatively, low-res images are instantly available. For photo credit information, refer to the Image Credits Section.

Design Newswire
Dragon Alley Visual Identification Design Press Releases

Press releases tailored for Dragon Alley are available in the languages: English.


Press Kit
Dragon Alley Visual Identification Design Media Articles

Our Dragon Alley articles are prepped and available in these languages: Portuguese, English, Spanish, Italian, French, Dutch, German, Hindi, Turkish, Arabic (Standard), Indonesian, Korean, Japanese, Russian and Chinese (Mandarin), ready for your use.


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.

 Award Logo
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.

DesignPRWire
Liu Tian Press Releases

Numerous press releases on Liu Tian and their achievements are at your disposal, inviting press members to use them freely in their coverage. Journalists can access 1 press releases immediately, ready for your use.


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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