FOR IMMEDIATE RELEASE

Design Project: Serious Little Squid

Inspired by the desire of urban office workers to have their own time and pursue freedom, Youjia Gu's team created a strong and lively IP image, "A Zheng," a vivid and lovely squid image, to convey a brand tone of "sunshine, positive energy, cheer themselves up." The design aims to resonate with the target group's popular "mourning" but full of positive energy, enlarging the positive and optimistic feeling.

The design takes inspiration from black-and-white silent films, incorporating an inverted expression of cold humor and hypocrisy to express sunny attitudes. The team personified the brand to create "A Zheng," adding details such as neckties and headscarves to align with the positioning of urban life workers, making the design personalized, vivid, and popular.

The project, which started in February 2019 in Xiamen and finished in September 2019, aimed to become the most popular leading brand of the small squid category, truly understanding what young people know and think. Through simple and interesting comics and copywriting, the design presents the life scenes and lifestyle of struggling young people in big cities, aiming to awaken their love for life and ideal pursuit of life.

-END-