We had the distinct pleasure to interview award winning designer Xiuzhi Zhang about their original and creative Corporate Identity design work. Xiuzhi Zhang is an award-winning communication designer, that makes our world a better place with their original corporate identity works.
Xiuzhi Zhang ("XZ") answered Design Interview ("DI") questions about their award-winning work Superb Plus Corporate Identity. Interview questions prepared by Frank Scott.
XZ : 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.
XZ : 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”+”.
XZ : As the market of sports food is booming up, Superb Plus could be one of the best choices for the sports fans.
XZ : This conceptual design was developed in one month, and the final package was completed and made in four months.
XZ : 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.
XZ : The design is produced and owned by superb company.
XZ : 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.
XZ : The design was inspired a lot by the Pop Art and Street Culture.
XZ : Sports fans, bodybuilders, athletes.
XZ : The other products in the market are more emphasized the food itself, but Superb Plus prefers presenting the idea of sports.
XZ : 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.
XZ : Adobe Illustrator and Adobe Photoshop
XZ : 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"
XZ : Zhengbo Tang, who is an excellent copywriter.
XZ : The design was started from the hand sketches, then the digital software help to acculate the layout.
XZ : The research was more about the similiar products in the market in graphic aspect.
XZ : The biggest challenge is to find a subtle balance between placing the Chinese logo and the English logo.
XZ : In this design, the concept was fully developed with the whole package of VI system which shares the continuous design language.
XZ : Repetition is the power, which is the principle of good design. Stick on one simple idea and repeat it to get the richness.
