Dragon Alley: A Unique Visual Identification Design

Creating a Sense of Dualism and Chinese Mythology

Dragon Alley is a brand design project that encompasses the lively Dragon Alley Hot Pot and the serene Dragon Alley Inner Tea Room. The designers, Tian Liu and Jiayi Chen, were tasked with creating a sense of contradiction and integration between these two spaces, representing the dualism found in Chinese living alleys. Dragon Alley embodies release and vibrancy, while Dragon Alley Inner immerses visitors in a more restrained and tranquil atmosphere.

The strength of Dragon Alley lies in its unique brand attributes of dualism and Chinese mythology. The designers incorporated these elements throughout the entire brand design process. The font identification, for example, conveys the intercrossing and interlacing of contrasting emotions. The design elements, such as the "Crack of Thunder" in Dragon Alley and the "Burst Through Clouds" in Dragon Alley Inner, capture the vigorous and gentle aspects of the two spaces. The color palette also reflects this duality, with ink color dominating Dragon Alley and natural paper color with a gradual change of gold as the main background in Dragon Alley Inner.

To bring their vision to life, Liu and Chen utilized various design software, including Adobe Illustrator, Photoshop, After Effects, and Cinema 4D. In terms of material production, they employed stamping technology, gravure printing, and spot color printing to ensure the perfect presentation of the brand's vision. Special printing materials were also used to meet the project's specific requirements.

The Dragon Alley project includes various design specifications, such as business cards, bags, folders, menus, posters, dinner plates, self-heating hot pots, tea caddies, oil tanks, and scarves. Each item is meticulously designed to contribute to the overall brand experience.

Dragon Alley aims to provide a unique and immersive experience for visitors through its visually captivating brand design. The project began in Milan in 2019 and was completed in May 2020, eventually landing in Chengdu, China.

Extensive research was conducted to develop a complete brand story and deep brand spirit for Dragon Alley. The designers created a mythological worldview for both Dragon Alley and Dragon Alley Inner, ensuring a cohesive and meaningful brand narrative. This comprehensive brand visual system and story system enable consistent communication in terms of visual perception, operation, and marketing.

The Dragon Alley project presented several challenges for the designers. They delved into various historical periods of China to convert Chinese mythological information into usable font designs, graphic designs, and pattern designs. Balancing the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner was also a significant task. Finally, integrating the concept of the dragon throughout the brand design required careful consideration and execution.

The concept design of Dragon Alley showcases a distinctive dualism style of the East. The designers infused the Hot Pot area with a sense of release and vibrancy, while the Teahouse exudes a more restrained and tranquil ambiance. The hidden dragon elements, such as the "Crack of Thunder" and "Burst Through Clouds" inscriptions, along with the contrast and winding of simple and complex fonts, create a modern visual effect of collision and fusion.

The Dragon Alley project, with its unique visual identification design and incorporation of Chinese mythology, was awarded the Bronze A' Design Award in 2021. This prestigious award recognizes outstanding and creatively ingenious designs that contribute to quality of life improvements and make the world a better place.