Luliang Highland Vegetables Brand Identity by Tian Rui Ling Dong |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Luliang Highland Vegetables PRIMARY FUNCTION: Brand Identity INSPIRATION: The Gold Medal, being associated as a symbol of excellence and high quality in culture and society, resonates with people's perception of the brand. The deep connection between Luliang Highland Vegetables and the values behind the Gold Medal has been crucial in gaining extensive recognition, serving as a source of inspiration for the design. UNIQUE PROPERTIES / PROJECT DESCRIPTION: For regional public brand identity newly designed for Luliang Highland Vegetables. The Gold Medal logo image is a key element symbolizing uniqueness and importance. The main object of the design is to accent its excellence in China highland vegetable industry, as well as its extensive cultivation area and leading stance in the market due to exceptional climatic conditions. This has earned the brand public recognition for maintaining the pristine ecology and delivering high quality vegetables. OPERATION / FLOW / INTERACTION: An image of a bird holding a vegetable in its mouth, standing in the visual focus of the logo, was inspired by a local proverb in Luliang who knows if the vegetables are good or not, only the bird knows. This proverb suggests the adherence to the eco friendly principles of crop cultivation in the region and emphasizes the importance of personal taste experience in assessing food quality over external evaluations based solely on how it looks like. The pattern conveys a respect for the purity of nature and the pursuit for unprocessed state. PROJECT DURATION AND LOCATION: The design phase of the project commenced on 10 January 2023 and wrapped in June of the same year. The final product debuted and implemented on 16 October 2023, in Luliang County. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: In the conceptual design phase, the project team engaged in extensive and intensive consultations to refine and establish the dominant visual elements of the logo design. These elements included symbolic textual and graphic elements such as light, birds, and vegetables. To accurately convey these elements, the team spent a lot of time in optimizing hundreds of prototypes and adjusting color combinations, in order to ensure that the finalized version of the gold medal image would be perceived the best in visual and textural appeal. SPECIFICATIONS / TECHNICAL PROPERTIES: Luliang County central square outdoor advertising Kunming Luliang County highway outdoor advertising Size: 5.25X13.8 M TAGS: Logo, Gold Medal, Vegetable, Pristine, Compelling, Prominent RESEARCH ABSTRACT: The design team spent months in conducting field work in Luliang, Yunnan, to gain a comprehensive understanding and enhance the core visual elements of the logo design. Throughout the research process, the members delved into the distinct climatic and topographical conditions, and analyzed the ecological cultivation practices adhered by local community. This not only underscored the importance of health and environmental sustainability but also provided valuable insights for the design process. CHALLENGE: Accurately proving the prominent stance in China highland vegetables and its ecological attributes are crucial for designing a logo for Luliang Highland Vegetables. By incorporating the gold medal symbol and the top production endorsement, along with elements of theater, personality, and interaction, the team enhanced the brand identity, fostered engagement with consumers, and improved communication. ADDED DATE: 2024-03-21 07:53:12 TEAM MEMBERS (1) : Xun Gao，Yang Li IMAGE CREDITS: Xun Gao，Yang Li |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Shandong Tianrui Smart Marketing Planning Co., Ltd PROFILE: Shandong Tianrui Smart Marketing Planning Co., Ltd is one of the two major regional public brand strategy think tanks in China. Since its inception, it has been dedicated to the idea of "creating the premier regional public brand and attaining the pinnacle of industrial growth." It aims at addressing regional industrial, branding, and marketing challenges at a strategic level, and helping regional industries in making a transition from production to branding. This in turn drives the rapid growth of the regional economy and achieves remarkable success.At the operational level, the most straightforward and efficient approach involves assisting regional public brand operators in implementing comprehensive strategies, expanding their behaviors, boosting their brand equity, and charting a distinctive path for regional industry and brand development. |
| AWARD DETAILS | |
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Luliang Highland Vegetables Brand Identity by Tian Rui Ling Dong is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Tian Rui Ling Dong. · Click here to register inorder to view the profile and other works by Tian Rui Ling Dong. |
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