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 has been featured as an innovative example of communication design by the A' Design Award & Competition. Serious Little Squid Visual Identity won the Bronze A' Design Award in Graphics, Illustration and Visual Communication Design in 2020. The A' Graphics, Illustration and Visual Communication Design Award is a highly prestigious, international, juried design award which recognizes excellent design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
