ABCD最新作品集(一)

WOKO'CLOCK 此食此客

ART DIRECTOR: Guang Yu / Nod Young

此食此客是一家新成立的连锁餐饮企业。此食此客在命名上借用了“此时此刻”的谐音，目的在于清晰地描述客户提供的餐饮服务特殊性，即在不同时段为顾客提供不同类型的餐食服务，例如：午餐的餐食供应更符合白领工作餐的需求，而晚餐则具备派对聚会属性。设计师希望通过视觉打通时刻与食客之间的关系，并借助时间的概念让消费者更加具象地理解餐厅服务的独特性，形成强烈的视觉印象，降低记忆成本。

标识设计使用了电子计时器的方式，醒目且友好，并通过色彩的变化来塑造多元的组合。在视觉系统规划中，将标识的计时器概念转换为辅助图形，加强应用与主标识的关联性。设计师理解的此食此客是灵活的、多元的，无论是不同时段提供不同餐食组合，还是针对不同顾客的不同饮食需求，都能在这个丰富有趣、轻松友好的视觉系统中寻找到最佳的选择。

WOKO'CLOCK is a newly established chain restaurant. The name borrows the homonym of "here and now" in the name of this meal, aiming to clearly describe the particularity of the catering service provided by WOKO'CLOCK, that is, to provide customers with different types of meal services at different times. For example, lunch is more in line with the needs of white-collar workers, while dinner has the attribute of party gathering. We hope to connect the relationship between moments and diners through vision, and let consumers more vividly understand the uniqueness of restaurant services with the help of the time concept, so as to form a strong visual impression and reduce memory costs.

The logo design uses an electronic timer, which is eye-catching and friendly, and shapes multiple combinations through color changes. In the visual system planning, the timer concept of the logo is converted into auxiliary graphics to strengthen the association between the application and the main logo. We understand that WOKO'CLOCK is flexible and diversified, and we can always find the best choice in this rich, interesting, relaxed and friendly visual system, whether it is to provide different meal combinations at different times or catering to different customers.

Bananain Kids 蕉内儿童

ART DIRECTOR: Guang Yu / Nod Young

蕉内儿童的品牌升级，是基于上一个品牌形象设计的特殊版本，不仅仅是品牌形象上的升级，而更像是站在儿童的角度如何重新理解蕉内。针对这次品牌升级，设计师做了三个关键动作，而这三个关键动作让蕉内儿童在没有跳出主框架的基础上，展现出完全不同的品牌气质。

（动作1）放大。在儿童的视角下，所有的东西都是更大的，随手捡起来的橘子，在儿童看来，可能像篮球一样。在不超出横宽的条件下，以极限的方式放大了品牌信息，包括标识以及大标签。放大之后的蕉内，与传统蕉内相比，显得更加可爱和笨拙，多了很多童趣。

（动作2）色彩。儿童对于色彩是更敏感的，为了让孩子有机会体验更多的颜色，父母也更倾向于给孩子更多的色彩刺激，所以，蕉内儿童是一个更加缤纷绚烂的世界。包括标识与大标签在内的视觉元素都被重新染色，除了标识需保持在固定的色彩范围内，其他的内容都不再有过多的色彩限制。

（动作3）堆积。在这三个动作中，堆积是最具童趣的表达。如何将儿童的特征完美地展示出来，事实上是通过破坏原有规整的结构来实现这个目的的：整齐排列的大标签像积木一样被打乱并堆积到一起。在设计师看来，这样漫不经心地将所有的东西堆积在一起，更符合儿童对世界的理解。当然，从品牌形象和设计规则的角度是不存在真正的随机的，所有看到的随意堆积的结果，都是源于逻辑和精确设计的结果，而这背后的目的是：希望童趣的天真不会损害品牌传递出的品质。

gaga 餐厅

ART DIRECTOR: Guang Yu / Nod Young

“让美好更加真诚，让幸福更加纯粹”。gaga 希望带给消费者的，不仅是美味的食物和优质的环境，更是一种融合了陪伴、成长与快乐的感性生活方式。在品牌重塑的过程中发现，在 gaga 的创始人及其团队中流动着一种温暖的力量，这个力量来自于 gaga 对生活的热爱，是单纯且缓慢的，是坚定且优雅的—— gaga 的标识就是基于这样的关键词设计而成。

gaga 的标识分为两个部分：花体图形标与文字。其中花体图形标是 gaga 最主要的识别要素，整体趋势取自于西文 g 的手写体，浪漫舒展并充满现代感。这个手写体的故事要追溯到 gaga 建立之初、由创始人女儿写下的自己的名字—— gaga，设计师保留了这个美好故事的寓意，并以现代的手法重新绘制，使它焕发生机，更具温婉端庄的特征。在应用中，花体图形标可以通过放大、缩小、平铺、裁切来适配不同的场景，营造不同的氛围，还可以使用文字绕排和叠加的方式来塑造 gaga 旗下的子品牌，包括：gaga garden， gaga chef 与 gaga tea bar 等。

"To make goodness more genuine and happiness purer". Gaga wants to bring consumers not just delicious food and a quality environment, but a lifestyle that combines companionship, growth and happiness. What we discovered during the rebranding process is that there is a warmth flowing through the gaga team, the source of the warmth that comes from gaga's love of life, which is pure and slow, determined and elegant - the logo of gaga was designed with these keywords.

The logo of gaga is composed of two parts: the symbol and the logotype. The symbol is the most significant element of gaga's visual identity, taken from the handwriting of the Latin letter g, which is romantic, sprawling and modern. The story of this handwriting goes back to the founding of gaga, when the founder's daughter wrote her name, gaga, and we have kept the meaning of this beautiful story and redrawn it with a modern twist to give it a new, gentle and dignified character. The symbol can be scaled up, down, tiled or cropped to create different scenes and feels, and we can also make text wrapping and overlays on it for gaga sub-brands, including gaga garden, gaga chef and gaga tea bar.

Zdeer 左点

ART DIRECTOR: Guang Yu / Nod Young

在北京故宫博物院中藏着一份宝贵而特殊的书法手卷《神仙起居法》，这是唐代书法家杨凝式记录的一份健身口诀。经历了千年的传承，如今这幅手卷上已盖满收藏家的印章，从晚唐到明清，从帝王到文人，一代又一代人悉心地传承着《神仙起居法》，阅读它的精妙，感受它的灵动。

《神仙起居法》中所提到的健康、养生、调理是中华传统文化的瑰宝：通过观察身体的变化，调整身体的循环，改善人的健康与精神状况，这种东方特有的身体哲学发展到今天已经成为一种科学而现代的生活方式，而随着技术的进步，新时代的健康养生在科技的辅助下已呈现出全新的面貌——“左点”正是这样一个利用科技去改善人类健康的品牌，它立足中国传统养生的背景之下，通过先进的技术去优化产品的使用体验，让消费者更加便捷和安全地感受到健康、养生、调理带来的身体改变。

左点的标识非常突出，犹如一枚藏印。左点的图形标识是一枚类圆形图案，中间是微变形的中文“左”字。左字右下角的工，经艺术处理（书法处理）变形为 Z 字，让文字本身更加充满灵动感，在保证理性和品质的同时，让细节的处理更加具有现代感，同时，Z 的处理更呼应了左点的英文品牌名称 Zdeer 的露出。在标识的使用上，左点的图形标识与文字标识采用相对分离的状态，其目的是让左点的图形标识以更为独立、安静、自信的方式进行呈现，而这种独特的个性，也更为接近东方的表达。

There is a valuable and special calligraphic hand scroll named Immortal Living-Massage Method in the Palace Museum in Beijing. This is a fitness recipe recorded by Yang Ningshi, a calligrapher in the Tang Dynasty, which has been handed down for thousands of years. Now this hand scroll has been fully stamped with collectors’ seals. Generations of people including emperors and literati carefully handed down the Immortal Living-Massage Method from the late Tang Dynasty to the Ming and Qing Dynasties, who read its brilliant contents and felt its spirituality.

In the Immortal Living-Massage Method, the ideas of health, fitness regimen and conditioning mentioned are the treasures of the traditional Chinese culture. To be specific, Chinese people get used to their physical changes, adjust body circulation and improve their health and mental conditions. This unique body philosophy in oriental countries that develops to where it is today has become a scientific and modern way of life. With the advancement of technology, fitness regimen in the new era has showed its whole new look. “Zdeer” is such a brand that aims at improving human health by taking advantage of science and technology. Under the background of the traditional fitness regimen in China, Zdeer specializes in optimizing the use effect of products with advanced technology and let consumers feel the changes in their health, fitness regimen and conditioning in a more convenient and safer way.

Zdeer’s logo shows to be very prominent just as a collected seal. Zdeer’s logomark is a circular pattern in which a slightly deformed Chinese character “左” falls in the middle. The split character “工” at the lower right corner has been aesthetically deformed as the letter “Z”, which etherealizes the whole character and brings a modern sense to the details. In the meantime, the design of Z echoes the English brand name “Zdeer”. The logomark and wordmark of Zdeer are relatively separated with the purpose of presenting the logomark in a more independent, quiet and confident manner. This unique individuality, in our view, seems to be closer to the means of expression by people in oriental countries.