Chocool VIS Design | Highly standardized to maintain visual unity across multiple business models

One day in the year 2024, the sky is ablaze with fire.

An oversized craft landed at the mouth of the Pearl River

It caused a huge sensation

A super robot in the form of a panda emerged from the craft.

It issued a warning to mankind

Due to the pollution of the marine environment

In the next 300 years.

The Earth will be plunged into an irreversible crisis of immense proportions.

Mankind will be attacked by nature.

The human race will face an unprecedented existential crisis.

So, it has traveled from the year 2324

To build a super fun world in Nansha, Guangzhou.

Bringing future superhuman training and entertainment technology to mankind.

To give mankind the ability to withstand crises.

Everything will start all over again.

......

Ignite brand image

ESAC professional brand VIS design

Welcome human friends to “Ignite Playland”.

The Super Burning Playland is a 7,000 square meters entertainment area with digital technology, trendy sports theme block, based on innovative digital technology, integrating trendy games, light meals, science and technology, digital sports, somatic art, meta-universe gaming space, etc., leading the new direction of the amusement park trend, and bringing a brand-new sports and entertainment experience to the visitors.

▲Click on the picture to review the previous issue's project introduction

As a new landmark for hip and cool socializing, Super Burning Playland has the attributes of “burning”, “hip and cool”, “technology”, “machinery”, “ecology”, etc. But how did the playground project achieve visual unity with multiple keywords? “But how does a project with multiple keywords achieve visual unity? And how do you change multiple styles on the basis of unification?

▲Project Design Concept Planning

The answer is through VIS (Visual Identity System). At the beginning of each project, the client and the designer will think about what tone of voice to create for the brand, and VIS design can build a unified and coherent visual identity for the brand through standardized visual elements, such as logos, colors and fonts.

A VIS design strategy of ESAC not only improves brand recognition across different media and environments, but also enhances consumer awareness and trust in the brand through consistent visual presentation. It also provides brands with the flexibility to adapt to market changes and brand development needs.

“As a brand with multiple formats and labels, the VIS design emphasizes standardization and unity, and these two key design elements make the brand stand out in terms of recognition and creative presentation.

# High degree of standardization of hyper “brainwashing”

A high degree of standardization is first reflected in the LOGO of the brand, according to the scene of multi-industry combination, the design of the same style and multiple types of LOGOs, to achieve the standardization of LOGOs, and enhance brand recognition.

▲  Project Logo Design

The four major businesses are Super Burn Center (digital sports), Playtime (arcade game center), Euchre Jar (doll tribe), and Burning Fort (children's playground).

LOGO naming and design application in addition to the brand, the four major spaces, the same type of design for each functional project, from naming to visual presentation, so that the “fire” attribute flows in every detail.

In addition, on the basis of the brand's style, the auxiliary graphics are designed to make the visual presentation more diversified, with IP+Mechanical Cyber+LOGO+Future Chip to create a hexagonal auxiliary pattern, so as to make the brand's perspective presentation richer and more layered.

# Ultra-special business fit

IP is the super symbol of the brand. As the IP of the brand, Panda Fuel breaks the inherent form and matches the industry with different appearance forms while satisfying the aesthetic needs of multi-age groups.

Three forms cater to the preferences of different groups of people, the basic trendy version of the popular aesthetics, the Cyber Robot Kindle, which has a sense of mechanical science and technology according to the aesthetics of the trendy young people, and the Kindle Baby, which faces the children's crowd, with each version of the IP adapted to the various functional scenarios.

Of course, a complete VIS design is more than that!

What else is special about the VIS of Super Fun World?

Let's listen to the details

Establish a perfect and unified brand image

Create a highly standardized brand VIS

The ESAC's basic design system of the brand is the basic design elements of “Super Fuel Playland”, including the logo (core gene), standard Chinese and English characters, standard colors, and auxiliary graphics (auxiliary gene) and other major parts. The visual of the brand is extended by the content specified in the basic system, which provides a prescribed format for the application of the brand's perspective and establishes a perfect and unified brand image.

#Brand Logo  

The logo of the brand is designed by the combination of the letters C and R of the brand's acronym, and the designer has given a marking aid to provide an accurate standard for the proportional size of the logo.

The complete LOGO is mainly in Chinese, embodied by a graphic+Chinese+English image, with an overall tilted design, and some of the stroke details are bent and brushed, as in the fire version, symbolizing the burning hot-blooded courage.

For the application of the logo, a color logo was preferred, but considering the situation where a color draft could not be used, an ink draft and an anti-white draft were designed to make the logo applicable to a wide range of scenarios in which it could be used.

# Brand standard colors  

The brand standard color is the core element to build the brand visual identity system, which shapes an iconic visual language for the brand through unique color selection and application.

Color not only deepens consumers' memory of the brand, but also conveys the brand's emotion and personality and enhances the emotional connection between the brand and consumers. The consistent use of standard colors in brand communication ensures the coherence and consistency of the brand message, and helps the brand maintain its recognition in different media and environments.

As a digital science and technology hip play sports theme block, the Super Fuel Playland brand uses ice blue, a futuristic science and technology sense, as the main color, and high saturation and visual impact magenta as the auxiliary color, symbolizing vitality, enthusiasm, bravery and fearlessness.

# Mascot visual styling

The IP mascot, as an important role in pulling the story development, is the key to the brand's visual expression. According to the preferences of different people and the characteristics of the scene, ESAC design has created three major IP images modeled on the panda.

The basic trendy model, Ignite, is designed with elements such as extreme running shoes, energy headphones and power gloves. Ice blue and magenta are used as color features.

The Cyberbot model Ignite has VR smart glasses, rush boots, and power mechanical arms, featuring ice blue and gray colors. Presenting the technological sense of cyberpunk, it has hip and cool attributes.

Featuring a Smart Hat, Ignite Booties, Voice Changing Bow, and Treasure Bag Bag, the Ignite Baby model uses purple and icy blue as color features to give it an intimate, adorable feel.

Mascots can be used in multiple scenarios and can also be extended with IP patterns, emoticons and other designs to enrich the expression of IP applications.

As an important tool for brand communication, IP emoticons have greatly enriched the communication between brands and consumers with their fun, interactivity and high communication power.

Creating emoticons based on the three forms of the mascot can quickly attract the attention of the target group and enhance the brand's memory points, as well as trigger viral communication on social media to expand the brand's influence.

# Decorative design of venue space

Considering that the space of the multi-industry project has the need for a variety of styles of decoration, the wall and floor decorations are designed so that the space maintains an overall sense of thematic unity.

Wall decoration using graffiti and other creative methods can effectively show the diversity and uniqueness of the brand culture. By integrating brand elements and choosing a matching art style, the wall becomes a vivid storyteller of the brand.

Graffiti decoration, as an artistic embellishment of the space, allows the brand culture to be displayed both visually and emotionally, deepening the connection between the brand and the audience.

 # Venue Signage and Warnings

The principles of clarity, consistency, visibility and compliance were followed in the design of the site signage and warm tips, and design elements such as graphics, text and colors were used to convey the information. At the same time, the design is customized according to different application scenarios and needs to meet actual requirements.

# Advertising

Advertising collateral design plays a key role in shaping brand image and conveying product information. It combines the standard brand colors, fonts and logos to ensure the consistency and recognition of the visual elements.

In the process of design, ESAC focuses on the combination of creative strategy and market demand, through the graphic language and concise and powerful copy, to stimulate the target audience's emotional resonance and desire to experience.