Zhongkai Li-Raw Material Brand Identity

At Design Interviews

(Excerpt) Interview with Zhongkai Li : Frank Scott: What is the main principle, idea and inspiration behind your design?. Zhongkai Li : My design inspiration comes from life and nature, more specifically, it should be based on my interest in the material and the material. I like to collect these to my interest, and put them into my design. .Frank Scott: What has been your main focus in designing this work? Especially what did you want to achieve?. Zhongkai Li : I pay attention to the combination of nature and technology, and to the use of the material. I want the brand to force people to re-position the relationship between nature and human beings, therefore giving rise to the reconsideration of the art of simplicity. .Frank Scott: What are your future plans for this award winning design?. Zhongkai Li : In fact, we are developing a new season of the product; about the this award winning design, I want to further promote and find some way to sell them. .Frank Scott: How long did it take you to design this particular concept?. Zhongkai Li : A few years ago I was thinking about the idea, and I have always been thinking. I Just have been waiting for a mature time to implement it. .Frank Scott: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?. Zhongkai Li : Because of the fast pace of modern life, people are busy working, but there is no time to embrace life and nature. Slowing down to enjoy the beauty of nature is one thing that makes me feel comfortable, so I decided to create a brand to collect the dribs and drabs of everyday life. .Frank Scott: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?. Zhongkai Li : I plan to sell them, but because of funding problems, the products have not formally been put into production. But I really hope to have more people who want to know my brand. .Frank Scott: What made you design this particular type of work?. Zhongkai Li : A lot of excellent independent designer inspired me in China; the independent designer brands more and more appear in people's fields of vision. The people's consumption view is changing; people began to tire of industrialized production of highly similar, fast culture that already cannot satisfy the needs of the masses; they want to be different with others to show their own personality. .Frank Scott: Where there any other designs and/or designers that helped the influence the design of your work?. Zhongkai Li : Germany's happy me studio and French silk scarves brand: milleneufcentquatrevingtquatre. I think they are thinking the same problem as I am. .Frank Scott: Who is the target customer for his design?. Zhongkai Li : Advocate natural, pursuit of superior quality and comfort of consumer groups. To the pursuit of personality of young people, of course, it is also a good choice. .Frank Scott: What sets this design apart from other similar or resembling concepts?. Zhongkai Li : My project is more of an interpretation to “complete information”, translating the traditional plane paper media and turning it into a brand-new designing language permeating space, product and image.Raw Material does not only endow the form with a clear concept of location, but also regarding it as an emotional reaction. It challenges self-perception of the original object, thereby switching to another way to reflect another form. By reinterpreting everyday objects and materials, it breaks the shackle of traditional thinking deep-rooted in people’s mind and changes the property of the materials selected with layout and design. .Frank Scott: How did you come up with the name for this design? What does it mean?. Zhongkai Li : Raw Material (RM) is an independent designer brand committed to researching daily materials and exploring formal languages.RM want to explore a potential new Angle of view. In the simplest way to reflect the core of brand is first impression that RM want to show the viewer. Brand name is the most straightforward way to interpret the content of the brand. .Frank Scott: Which design tools did you use when you were working on this project?. Zhongkai Li : RM has recorded these with the rubbing method of the traditional printmaking and kaleidoscope, then used computer to integrate it, finally presented in the form of digital printing and silkscreen. RM restored the authentic emotional response from the objects, which is also a challenge to the possibility and uncertainty of the materials. .Frank Scott: What is the most unique aspect of your design?. Zhongkai Li : I .[ End of Excerpt: Read complete interview with Zhongkai Li on Raw Material Brand Identity at design-interviews.com ]

Zhongkai Li-Raw Material Brand Identity Images:

VIA: http://www.design-interviews.com/design.php?ID=35782

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