Avant Modern Cuisine Brand Identity by Jiawei Wu |
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| DESIGN NAME: Avant Modern Cuisine PRIMARY FUNCTION: Brand Identity INSPIRATION: The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted. OPERATION / FLOW / INTERACTION: Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city. PROJECT DURATION AND LOCATION: The project started in July 2020 in China and finished in March 2021. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media. SPECIFICATIONS / TECHNICAL PROPERTIES: The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing. TAGS: Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining, RESEARCH ABSTRACT: The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction. CHALLENGE: A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding. ADDED DATE: 2022-02-28 06:34:02 TEAM MEMBERS (1) : Jiawei Wu IMAGE CREDITS: Jiawei Wu_Designer Guanzhong Qiu_Photographer PATENTS/COPYRIGHTS: Copyright belong to Jiawei Wu,2022 |
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| Visit the following page to learn more: https://www.behance.net/gallery/11082217 |
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NAME: Jiawei Wu Design PROFILE: Jiawei Wu is a communications designer who was born and raised in China and is now currently based in New York. She is dedicated to the concept of using multiple tools to achieve the highest level of visual communication. Her style of design is exceptionally unique in that she is constantly experimenting with a variety of materials. She emphasizes storytelling and expands her skills in different areas of design in order to communicate unique ideas and tell stories through her designs. |
| AWARD DETAILS | |
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Avant Modern Cuisine Brand Identity by Jiawei Wu is Winner in Graphics, Illustration and Visual Communication Design Category, 2021 - 2022.· Press Members: Login or Register to request an exclusive interview with Jiawei Wu. · Click here to register inorder to view the profile and other works by Jiawei Wu. |
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