Communication

Package Design For Deer Raincoat

Extra Form

Country	China
Year	2022
Award	GOLD WINNER
Affiliation	Minzu University of China
Designer	Chen Ruiyu
Description(English)	This design is not only a simple raincoat packaging design, but also a brand LOGO and mascot design. As Deer Raincoat is a fashionable raincoat brand mainly for young people, its brand concept is "young, happy and fashionable", and it is committed to designing and manufacturing "raincoats that can make people feel good even on rainy days", the visual style of designs about Deer Raincoat is bold, avant-garde, fashionable and lively, in line with the aesthetics of young people.
Description(Native)	这个设计不仅是单纯的雨衣包装设计，同时也设计了品牌LOGO和品牌IP形象。由于Deer Raincoat是一个主要面向年轻人的时尚雨衣品牌，其品牌理念是“年轻、快乐、时尚”，并且致力于设计和制造“在雨天也能让人拥有好心情的雨衣”，所有围绕Deer Raincoat的设计的视觉风格是大胆、前卫、时尚、活泼的，符合年轻人的审美。 1.IP形象设计中的鹿是一个穿着黄色雨衣、拥有自信微笑的可爱形象，强调品牌“年轻、自信、快乐、时尚”的理念；2.整体包装风格以粗描边加明亮色块的视觉风格为主，表现“活力”与“时尚”的品牌风格；3.包装主要以象征雨天的蓝色、象征幸福和雨衣的黄色为主，辅以象征鹿的橙色和象征花朵的粉色，黑色与白色制造时尚感，视觉冲击感大，非常有品牌特点，容易被消费者记住；4.盒子的设计，特别是盒盖打开后的设计致敬了荷兰已故画家蒙德里安，“从抽象的角度理解整个自然，几何与颜色则是最有效表达出这种精神意义上的抽象式真理”，蒙德里安意味着现代主义，他就是现代主义起源时期的图腾，有他的地方，就有前沿艺术，就有对世界本源的探索。
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