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.

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Serious Little Squid by Youjia Gu

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Visual Identity by Youjia Gu

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Youjia Gu Serious Little Squid

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Youjia Gu Visual Identity

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MET Creative BrandBrand Logo

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Serious Little Squid Visual Identity Press Releases

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Serious Little Squid Visual Identity Media Articles

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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

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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.

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