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DI: What is the main principle, idea and inspiration behind your design?

: As one kind of energy-replenishment nut, Superb Plus works to win the consumers who enjoy the sports. The main concept of this branding design is to create a unique and new figure of sports food with energy and enthusiasm.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

: The design is mainly focused on two elements to represent both of the speed and the energy: one is the customized font based on the oblique grid; another is the expression of the symbol”+”.

DI: What are your future plans for this award winning design?

: As the market of sports food is booming up, Superb Plus could be one of the best choices for the sports fans.

DI: How long did it take you to design this particular concept?

: This conceptual design was developed in one month, and the final package was completed and made in four months.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

: The chief designer’s hobby is sports; she is fascinated by the colorful passion of the athletes. It was easy for her to bring the idea into this branding design.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?

: The design is produced and owned by superb company.

DI: What made you design this particular type of work?

: Inspired a lot from the stylish athletes, we designed our slogan as "Energy Nut, awaken your energy for sports". With contrast colors, image of moving nuts and energetic figure, the design shows the unique sports feature of our product and brand.

DI: Where there any other designs and/or designers that helped the influence the design of your work?

: The design was inspired a lot by the Pop Art and Street Culture.

DI: Who is the target customer for his design?

: Sports fans, bodybuilders, athletes.

DI: What sets this design apart from other similar or resembling concepts?

: The other products in the market are more emphasized the food itself, but Superb Plus prefers presenting the idea of sports.

DI: How did you come up with the name for this design? What does it mean?

: The Chinese name of this brand is “小心机” with the pinyin of “Xiao Xin Ji” , which literally means petty trick. The client aimed to upgrade the brand impression to sporty filed. Combining with its new series of products, Superb Plus Nuts bring the users more power to do the training and face more challenges.

DI: Which design tools did you use when you were working on this project?

: Adobe Illustrator and Adobe Photoshop

DI: What is the most unique aspect of your design?

: As a kind of energy-replenishment nut, Superb Plus works to win the consumers who enjoy the sports. The 30 degree angel design of our logotype shows the aesthetic feel of the sports without any compromise of readability. The "+" symbol is also an important element in the logo design, which is applied in both brand packaging and posters for promoting the concept "Add more energy to people who are exercising"

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

: Zhengbo Tang, who is an excellent copywriter.

DI: What is the role of technology in this particular design?

: The design was started from the hand sketches, then the digital software help to acculate the layout.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?

: The research was more about the similiar products in the market in graphic aspect.

DI: What are some of the challenges you faced during the design/realization of your concept?

: The biggest challenge is to find a subtle balance between placing the Chinese logo and the English logo.

DI: How did you decide to submit your design to an international design competition?

: In this design, the concept was fully developed with the whole package of VI system which shares the continuous design language.

DI: What did you learn or how did you improve yourself during the designing of this work?

: Repetition is the power, which is the principle of good design. Stick on one simple idea and repeat it to get the richness.