ZhenYue Logo and Brand Identity by Guangzhou Cheung Ying Design Co. Ltd. |
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| DESIGN NAME: ZhenYue PRIMARY FUNCTION: Logo and Brand Identity INSPIRATION: As one of the characteristic traditional crafts in China, the most significant feature of dried foods is that it is dehydrated by slow drying in the sun. Therefore, in the design of the new brand logo, the traditional bamboo sieve drying form and the weaving process are combined, and the brand name letters "z, h, e, n, y, u, e " are interspersed and linked to each other, so that the arrangement form of each letter makes it look like the collection of different dried foods in the bamboo sifter, which interprets the connotation of the brand name of " ZhenYue ", and brings out the beautiful meaning of " ZhenYue Selection, High-quality Gathering" as a whole. UNIQUE PROPERTIES / PROJECT DESCRIPTION: ZhenYue is a dried foods retailer with the aim of restore the essence of food. In order to better empower the new consumption experience of the company and strengthen the stickiness between consumers and the brand, the new brand standard color selects orange, which is conveys the traditional craftsmanship and enthusiastic visual language of the product. Through the visual combination of the new logo and extended graphics, the overall vision brings a strong penetrating power, which is unified and stylish, and further enhances consumer confidence. OPERATION / FLOW / INTERACTION: The new brand identity is designed for product retail packaging, sales outlets, online stores and advertising. PROJECT DURATION AND LOCATION: The project started in June 2020 in Guangzhou and finished in September 2021 in Guangzhou. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: Logo and graphics are adapted in many scenes, such as business card, badge, notebook, gift package, canvas bag, etc. The process involves foil gold, screen printing. SPECIFICATIONS / TECHNICAL PROPERTIES: The logo and visual system are designed in vector format to make it suitable for different sizes of digital and printed media. In order to prevent the mis-production of any items, we have prepared a comprehensive brand logo guidelines manual. TAGS: Logo, Branding, Packaging, Visual Identity, Graphic Design RESEARCH ABSTRACT: In-depth research was conducted on the production process of traditional dried foods. In addition, the understanding and needs of dried foods in the daily life of the city and its people were analyzed. All this makes us clear the direction of brand upgrade. It redefines the essence of the brand, its differentiated attributes, values, the personality archetype of the brand and its main purpose. A design system that simultaneously displays the overall image of the brand and the unique attributes of the product is constructed. CHALLENGE: The difficulty of the work is that the brand has a wide range of dried foods products, and hundreds of products with design issues such as blurred labels, inconsistent packaging, and visual inconsistency in the overall image. Therefore, the new image upgrade design must be flexible enough to support different audiences and category diversity. ADDED DATE: 2022-02-26 17:07:20 TEAM MEMBERS (2) : Creative Director: Zhiji Dong and Designer: Lu Gu IMAGE CREDITS: Guangzhou Cheung Ying Design Co., Ltd.. |
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NAME: Guangzhou Cheung Ying Design Co., Ltd. PROFILE: Guangzhou Cheung Ying Design Co.,Ltd. is a professional organization offering comprehensive and creative designs. It focuses on personalized brand experience and imbeds design thinking into various fields, which is to provide accurate and effective design language and visual solutions for brand establishment and application communication. They have no fixed model, no fixed style, and no fixed boundaries. Their unique, flexible and smart model affects their design thinking and project operations. Through the integration capability of multi-dimensional excavation of the brand's unique DNA, they create a brand that resonates with people while allowing the brand to have sustainable competitiveness in a diversified market. |
| AWARD DETAILS | |
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Zhenyue Logo and Brand Identity by Guangzhou Cheung Ying Design Co. Ltd is Winner in Graphics, Illustration and Visual Communication Design Category, 2021 - 2022.· Press Members: Login or Register to request an exclusive interview with Guangzhou Cheung Ying Design Co. Ltd.. · Click here to register inorder to view the profile and other works by Guangzhou Cheung Ying Design Co. Ltd.. |
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