Creative Team
AD ：HsiaoCheng Lu
D： HsiaoCheng Lu / Jin Chen
MD： SangLin
CW： Lin Lin
DC ：Chengdesign
Client
Chengdesign
Creative Summary
草地阿勇(A Yong the kid) is a brand of cultural and creative commodities, including household supplies, clothing and stationery, etc.
The brand puts emphasis on localness, “草地” (the lawn) is the homophonic term for “臭弟” (stinky kid) in Southern Fujian dialects, which is used to call young men; and“阿勇” (a Yong ) is also a quite ordinary name for men in Southern Fujian. The meaning of the whole term is “A Yong the kid”.
The brand has embodied the spirit of grassroots, tenacity and unrestrainedness since it was created. In design, we hope to highlight the idea of change, so as to correspond to the grassroot feature of the brand.
“Like a seed, the flowers may bloom after it falls into the ground”. The notion of change and free growth is what we want to vividly demonstrate in graphic design. Meanwhile, it also allows different forms to be applied in a variety of products.
