We had the distinct pleasure to interview award winning designer Jiawei Wu about their original and creative Brand Identity design work. Jiawei Wu is an award-winning communication designer, that makes our world a better place with their original brand identity works.
Jiawei Wu ("JW") answered Design Interview ("DI") questions about their award-winning work Avant Modern Cuisine Brand Identity . Interview questions prepared by Frank Scott.
JW : A good design should have a system cohesively connecting everything from beginning to end, and more extra elements to tell a story to the target audience. Let audiences experience the amazing moments of designs.
JW : For me, I care about story-telling and design systems. I tend to create unique stories behind design works and a balance based on the information I receive. Moreover, the design system is another key point for me to weigh designs.
JW : I plan to share this new on my social website so that I can meet more talented designers who I can learn from. I am still on the way to explore my possibilities.
JW : Four days.
JW : The owners of the avant are young Chinese who studied in different countries. They combine techniques from different regions of the world with local ingredients and traditional Chinese food. Their cuisine is related to city memory. Thus, I created a unique experience to lead customers to feel a journey after they finish the meals.
JW : I intent to produce my work by myself.
JW : With discussion with the client, the client’s products are neo-Chinese style. I feel it is a novel challenge for me. How to tell their stories and control the balance motivated me to accept this offer.
JW : The clients offered me some photos.
JW : The target audience is the young generation who enjoy food and travel in China.
JW : There is a unique story behind the brand. The story is related to the client and each product. The design has its own powerful voice.
JW : Actually, the client gave me serval plans. After discussion, we decided to use avant as the name, which including neo-Chinese cuisine and characteristic of the target audience.
JW : Illustrator, Indesign and Photoshop are the most important tools for me.
JW : I think I am not only the branding designer to design a modern and elegant branding identity including logo and some applications, but also I created a unique experience to lead customers to feel a journey after they finish the meals. I hope my work can create a connection with the audience or create a world for them to experience. My designs allow the audience to be involved with amazing moments under a logical design system and clear elements.
JW : I worked on this design by myself.
JW : Technology is a kind of resource. To truly enjoy this resource, we must materialize technology into concrete real products, and design is the bridge of technology materialization and commercialization, that is, various technologies must be transformed through the comprehensive utilization of design. Meet people's needs and be accepted by society.
JW : Yes, sometimes. As a practitioner engaged in the design industry, I collect a lot of materials before starting a project. Not only can I collect a lot of excellent works, but also cultivate the ability to appreciate art, and in the process of collecting, inspiration will continue to emerge.
JW : The client and I had different opinions about branding style and name. He can’t ensure the point of view. I felt I had a responsibility to gain clarity about the core concept . I asked him impression about his cuisine and the mood he liked. And I designed three totally distinctive topics with references for him. I analyzed the advantages and weaknesses of three plans and listened to him to help him find a favorite one. Based on his decision, I created the darkroom-themed. For me, the designers should be the partner of the client and teammates. Making the balancing on every project is tough. I am willing to make my audience catch amazing moments of designs and enjoy the moment to be a part of lovely projects.
JW : I want to share my work widely and to communicate with professional designer, which can help me improve my works in next steps.
JW : Communication skills. If a designer has good communication skills, he/she will be a good listener with an empathic soul on the team. The whole team can leverage the same goal and they can co-exist.
