嫩鸟品牌“吉祥物”|策划与设计
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CHAMPION
2019 Youngbirdplan "mascot" International Design Competition
Designer: Zhong Yao Wen
Zhang Yan Ling
Zhang Yan Ling
Huang Yi Kai
01品牌背景 | Brand history
Young Bird Plan（嫩鸟计划）由创始人葉春曦女士发起成立于 2013 年，是一家面向全球创意和设计人才的高品质竞赛平台。以目标建造、名师辅导、跨界评委为三大 DNA，并迅速地在全球城市设计、建筑设计、景观设计、室内设计、产品设计、标识设计、时尚设计等各大设计领域内获得了高度关注。短短五年吸引到来自全球 54 个国家，217 个城市 ,879 所大学，3388 个设计机构的参赛作品。
Young Bird Plan was founded by founder Ms. Ye Chunxi in 2013. It is a high-quality competition platform for global creative and design talents. With the three major DNAs of target construction, teacher guidance, and cross-border judges, it has quickly received high attention in major design fields such as global urban design, architectural design, landscape design, interior design, product design, logo design, and fashion design. . In just five years, it has attracted entries from 54 countries, 217 cities, 879 universities, and 3388 design agencies.
02设计说明 | Design Notes
NINO是嫩鸟品牌精神内核的形象化表现: 朝气、包容、面向未来。我们在进行设计时考虑到对嫩鸟品牌文化的表现以及嫩鸟与其他品牌的合作的情况，从而确定了有针对性的方向。当然，NINO可适用于多个企业合作的IP联名，随着流行的趋势进行调整，利用3D角色和平面进行相对于的延伸造型，以便更好地迎合品牌合作。
NINO is a visualization of the spiritual core of the tender bird brand: energetic, tolerant and future-oriented. In designing, we took into consideration the performance of the tender bird brand culture and the cooperation between tender bird and other brands, so as to determine a targeted direction. Of course, NINO can be applied to the IP co-branding of multiple corporate cooperations. With the trend of adjustment, NINO makes use of 3D characters and planes to extend the shape in order to better cater to brand cooperation.
视觉识别标志 | Visual identity
03形象绘制 | Image Drawing
在前期设计中，我们考虑到品牌文化，我们将IP定位为可衍生品，我们绘制了多种形态的IP形象，并从其中选取了较为有特点，识别度高的手稿，对其进行深化。简洁的躯体便于融合，局部特征点用于识别。吉祥物的特征点设计至关重要。虽然吉祥物身上有大面积的留白，但是我们在其头上设计了一个凸角，配上巨大的眼睛，以及小小的嘴巴，还有一些小元素，通过这些异形设计和对比关系来提升辨识度。
In the previous design, we considered the brand culture, we positioned IP as a derivable product, and we drew a variety of forms of IP images, and selected more distinctive and highly-recognized manuscripts to deepen them. The simple body is easy to fuse, and local feature points are used for recognition. The design of the mascot's characteristic points is very important. Although the mascot has a large area of white space, we designed a convex corner on its head, with huge eyes, a small mouth, and some small elements. Through these alien designs and contrast relationships to enhance resolution.
模型展示
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MODEL DISPLAY
04最终设计 | Final design
NINO是一只外表冷酷，内心火热的小鸟。它对新鲜事物充满好奇，喜欢瞪着一双大眼睛去寻找任何它感兴趣的事物。无视性别、无视年龄、无视地域，只要你对未来充满希望，只要你准备好展示你的才华，NINO就会出现在你身边，给予你力量，让世界都听到你的声音。
NINO is a cold bird with a fiery heart. He is curious about new things, and likes to stare at his big eyes to find anything he is interested in. Regardless of gender, age, or region, as long as you are hopeful for the future, as long as you are ready to show your talents, NINO will appear by your side, giving you strength and letting the world hear your voice.
包装及衍生设计
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PACKAGING AND DERIVATIVE DESIGNS
05徽章设计 | Badge design
形象的创作除了要考虑3D化的运用，还要考虑其在平面设计以及品牌传播上的拓展，我们设计了吉祥物的平面视觉系统，可以运用在品牌宣传上，提升品牌的影响力。
In addition to considering the use of 3D in the creation of images, we also need to consider its expansion in graphic design and brand communication. We have designed a mascot graphic visual system that can be used in brand publicity to enhance the brand's influence.
06主题贺卡 | Final design
我们根据吉祥物原形设计了三种不同的形态，赋予每种形态3种不同的祝福语，
分别为：吉祥如意，财源广进，大吉大利，从而延伸出了中国春节贺卡，
分别为：吉祥如意，财源广进，大吉大利，从而延伸出了中国春节贺卡，
尺寸为标准尺寸：144.5MM×211.5mm。
We designed three different forms according to the original shape of the mascot, and gave each of them three different blessings, namely: auspicious luck, rich financial resources, and great luck, thus extending the Chinese New Year greeting card, the size is standard size: 144.5MM × 211.5mm.
07联名衍生| Joint Derivative
最后，我们尝试了IP联合品牌扩展。 NINO的形象可以是跨界合作和跨类别合作。 我们将扮演NINO角色扮演，并尝试与知名的超级英雄相匹配，以使NINO成为一种超文化形象。 具有温度个性属性的文化形象将品牌符号“ NINO×fashion”融入了一种强烈的出口文化中，形成了亚文化群体在年轻人中的传播和传播。 通过建立这样的超级符号，NINO不再只是嫩鸟品牌的吉祥物，而是延伸到更深，更广泛的类别。
Finally, we tried the IP co-branding extension. NINO's image can be cross-border cooperation and cross-category cooperation. We will play NINO role-playing and try to match the well-known superheroes to make NINO a super-cultural image. A cultural image with the personality attribute of temperature integrates the brand symbol “NINO×fashion” into a strong culture for export, forming a spread and spread of subculture communities among young people. Through the establishment of such a super symbol, NINO is no longer just a mascot of the tender bird brand, but extends to a deeper and broader category.
08包装设计与运用 | Packaging Design and Application
同时为吉祥物设计了专属袋、包装盒，主要以黑色为主基调，图案印花设计选用来进行设计，把IP形象线体化，配合徽章进行运用，更有效的展现了专业化的品牌特点。
At the same time, exclusive bags and packaging boxes were designed for the mascots, mainly based on black. The pattern printing design was selected for design. The IP image was linearized and used in conjunction with the badge to more effectively show the professional brand characteristics.
