Serious Little Squid
Serious Little Squid is a visual identity created for a restaurant brand. The identity is built around A Zheng, a squid character that stands for urban office workers. Details such as a necktie and a headscarf make the character easy to recognize. The graphic style follows black and white silent films, using cold humor and simple comic scenes. A series of illustrations named the inner theater presents daily life in a large city. The intent is to build a positive brand tone and a close link with young consumers.
Serious Little Squid Visual Identity by Youjia Gu was identified as an outstanding representation of communication design by the A' Design Award & Competition. Serious Little Squid Visual Identity earned the Bronze A' Design Award in Graphics, Illustration and Visual Communication Design in 2020. The A' Graphics, Illustration and Visual Communication Design Award is an international, meritocratic, just and fair design competition that honors excellent design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
