Serious Little Squid
Visual Identity for MET Creative Brand
The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers. The designers chose the form of black and white silent film as the carrier, which is funny and ironic. Combined with the series of illustrations of the inner theater, a fun interactive emotional dining scene that can be felt, photographed and resonated, so that the space as the carrier of the brand accurately conveys the brand concept.
Download Press Kit № 100470
Download Press Kit № 100470 Visual Identity for MET Creative Brand by Youjia Gu to access high-res images, essential texts, translations, and exclusive interviews—all in one.
Available Now for Your Next Story
At communication|newsroom, we understand the pressures and deadlines journalists face. That’s why we offer exclusive access to our curated press kits and high-resolution images, tailored for accredited journalists. These resources are designed to enrich your stories with depth and visual appeal, spotlighting the world's most innovative designs.
Please Note:
- Credit the work's creator and/or photographer.
- Mention communication|newsroom as your source.
- Share your published pieces with us; we love to celebrate and promote your work on our platform and social media.
Let’s Collaborate: Your stories matter. communication|newsroom is here to support you with quality, accessible content. Once you are accredited, reach out for the images and content you need. We will provide the specific images and content directly, along with recommendations on works to feature.
Get Accredited Easily: Quick access to our resources requires media accreditation. Apply for media accreditation to join our network and start exploring a wealth of design stories.
Serious Little Squid by Youjia Gu
Download 1800 Pixels JPEG Image.
Visual Identity by Youjia Gu
Download 1800 Pixels JPEG Image.
Youjia Gu Serious Little Squid
Download 1800 Pixels JPEG Image.
Youjia Gu Visual Identity
Download 1800 Pixels JPEG Image.
MET Creative BrandBrand Logo
Download 1800 Pixels JPEG Image.
Serious Little Squid Visual Identity Press Releases
Press releases for Serious Little Squid are now accessible in these languages: English.
Serious Little Squid Visual Identity Media Articles
Our Serious Little Squid articles are prepped and available in these languages: English, Spanish, Korean, Japanese, Russian, Turkish, Arabic (Standard), Hindi, Dutch, Italian, Indonesian, Chinese (Mandarin), German, French and Portuguese, ready for your use.
Unique Properties
In this case, the designers create a strong sense of image, pretending to be serious but lively IP image to make consumers have intuitive association, and build a brand tone of "sunshine, positive energy, cheer themselves up". They grasp the popular "mourning" but full of positive energy of the target group in the current society, and try to enlarge the positive and optimistic feeling.
Tags
Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Small Squid, Sunshine, Positive Energy
Production Technology
Designers take spokesman of urban workers as the prototype, and personify the brand to create "A Zheng", a vivid and lovely squid image. In order to highlight the image of "urban life workers", they added details such as neckties and headscarves to make them look in line with the positioning, and at the same time, they are very personalized, vivid and popular.
Design Challenge
Through simple and interesting comics and copywriting, and in the name of "inner theater", the life scenes and lifestyle of this generation of struggling young people in big cities are presented in the form of theater, one scene at a time, so as to arouse their resonance and awaken the love to life and ideal pursuit of life hidden in their heart.
Project Duration
The project started in February 2019 in Xiamen and finished in September 2019 in Xiamen.
Operation Flow
In terms of design techniques, the designers chose the form of black and white silent film as the carrier.
Research
Party A hopes to become the most popular leading brand of small squid category that really understands what young people know and think. The IP background is set as the spokesman of urban workers, so as to become the communication carrier of the brand's original intention and shorten the distance with consumers.
Inspiration
With the rapid development of society, there are countless young people who choose to work in the first tier cities. They desire to have their own time and pursue freedom. Therefore, designers focus on urban office workers who pursue their dreams in big cities, hoping to cheer them up and create a harbor for their hearts through the healing and strong resonance characteristics conveyed by restaurants. So the serious little squid came into being.
Image Credits
Image #1: Photographer MET Creative Brand, Serious Little Squid, 2019. Image #2: Photographer MET Creative Brand, Serious Little Squid, 2019. Image #3: Photographer MET Creative Brand, Serious Little Squid, 2019. Image #4: Photographer MET Creative Brand, Serious Little Squid, 2019. Image #5: Photographer MET Creative Brand, Serious Little Squid, 2019.
Project Overview
Serious Little Squid Visual Identity has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2019 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
Youjia Gu was recognized with the coveted Bronze A' Design Award in 2020, a testament to excellence of their work Serious Little Squid Visual Identity.
Youjia Gu Press Releases
Journalists and media members can enrich their content with our press releases on Youjia Gu, available for free use. Journalists, gain instant access to 2 press releases today.
Serious Little Squid: A Unique Visual Identity for Urban Office Workers
Youjia Gu's design project, Serious Little Squid, offers a fresh and uplifting visual identity for urban office workers, aiming to create a harbor for their hearts through healing and strong resonance characteristics conveyed by restaurants.
Youjia Gu Newsroom
Dive into Youjia Gu Newsroom to explore celebrated designs and projects.
