Client | 喜豐香喜餅
Date | 2017
Art Director | Kuan
Design | 汪平、Kuan(盒型視覺概念規劃)
Photography | 汪平

 
台中沙鹿在地餅舖,時至今日三十餘年,
為傳承與推廣漢餅的台灣文化、串連起這世代逐漸減少的人情味 ,
第二代主理人開設了喜豐香二代店,店舖於審計新村,
為最佳場域呈現品牌精神 - 新舊之間交融 ; 
將中式傳統以優雅並帶些日式風情呈現,訴說著第二代之學經歷背景。
 
擁有深厚文化底蘊的漢餅,加上傳承傳統的創新小餅為喜豐香二代店的核心出發,
在傳統與創新之間達到平衡。
 
以又新又舊的精緻氛圍,吸引不同族群認識傳統文化,進而開拓年輕市場,
並將漢餅文化以不同形式與風貌推廣與傳承。
 
-
 
品牌視覺主要元素有:
芙蓉花與桂花 / 繩結 / 喜鵲 / 紅線、好話對聯
 
除了在婚禮市場中免不了的紅色,也把成雙成對的概念運用在包裝上。
 
| 芙蓉花與桂花 | 取自中國吉祥圖 - 夫榮妻貴 ; 芙音同夫,蓉音同榮,桂音同貴,喻為夫妻共榮。
| 繩結 | 在中國古代,《大事大結其繩、小事小結其繩》,以繩結記事,有約定與記錄重要事情的意思。
| 喜鵲 | 好運與福氣的象徵。
| 紅線、好話對聯 | 中國傳統感 ; 包裝視覺中的重要元素-代表姻緣的紅線。

-

SHI FENG SHIANG Taiwan Pastry, a bakery located in Shalu District in Taichung City was founded over 30 years ago. In order to preserve and promote the art of Taiwanese artisan pastries, and to bridge those disconnections in modern society, the second-generation owner of SHI FENG SHIANG decided to open shop in Shen Ji New Village, an up-and-coming neighborhood that used to be a designated dorm complex for military personnel. The location proved to be particularly fitting due to the culture it breeds, where old and new intersect and Taiwanese and Japanese cultures cross paths. Considering the ancient roots of Taiwanese artisan pastries and the innovative endeavors the owner strives to make, ‘small cakes’ are the main focus in the brand’s new outlook, striking a balance between tradition and innovation. As a result, SHI FENG SHIANG garners new and younger demographic while retaining their loyal and older patrons. The brand's main visual elements are: Cottonrose Hibiscus and Osmanthus / Rope & Knot / Magpie / Red Cord / Blessing Couplet. In addition to the classic red colors in the wedding market, the concepts of pairing are extended from the blessing couplets into the package design.

Cottonrose Hibiscus and Osmanthus/ Originated from the auspicious Chinese painting– Fu Rong Qi Gui; Fu, homophonous with the chinese word of husband and Gui, with the chinese word luxurious,  the phrase means flourishing growth for married couples.

Rope and Knot/ In ancient China, “Big knots are tied for big events, while small knots are for small events”. Knots have the meaning of promises and records of important events.
Magpie/ It symbolizes good luck and blessings.
Red Cord and Blessing Couplets/ signature elements in the Chinese tradition.
 
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喜豐香漢餅

Date | 2017

Client | 喜豐香喜餅
Date | 2017
Art Director | Kuan
Design | 汪平、Kuan(盒型視覺概念規劃)
Photography | 汪平

 
台中沙鹿在地餅舖,時至今日三十餘年,
為傳承與推廣漢餅的台灣文化、串連起這世代逐漸減少的人情味 ,
第二代主理人開設了喜豐香二代店,店舖於審計新村,
為最佳場域呈現品牌精神 - 新舊之間交融 ; 
將中式傳統以優雅並帶些日式風情呈現,訴說著第二代之學經歷背景。
 
擁有深厚文化底蘊的漢餅,加上傳承傳統的創新小餅為喜豐香二代店的核心出發,
在傳統與創新之間達到平衡。
 
以又新又舊的精緻氛圍,吸引不同族群認識傳統文化,進而開拓年輕市場,
並將漢餅文化以不同形式與風貌推廣與傳承。
 
-
 
品牌視覺主要元素有:
芙蓉花與桂花 / 繩結 / 喜鵲 / 紅線、好話對聯
 
除了在婚禮市場中免不了的紅色,也把成雙成對的概念運用在包裝上。
 
| 芙蓉花與桂花 | 取自中國吉祥圖 - 夫榮妻貴 ; 芙音同夫,蓉音同榮,桂音同貴,喻為夫妻共榮。
| 繩結 | 在中國古代,《大事大結其繩、小事小結其繩》,以繩結記事,有約定與記錄重要事情的意思。
| 喜鵲 | 好運與福氣的象徵。
| 紅線、好話對聯 | 中國傳統感 ; 包裝視覺中的重要元素-代表姻緣的紅線。

-

SHI FENG SHIANG Taiwan Pastry, a bakery located in Shalu District in Taichung City was founded over 30 years ago. In order to preserve and promote the art of Taiwanese artisan pastries, and to bridge those disconnections in modern society, the second-generation owner of SHI FENG SHIANG decided to open shop in Shen Ji New Village, an up-and-coming neighborhood that used to be a designated dorm complex for military personnel. The location proved to be particularly fitting due to the culture it breeds, where old and new intersect and Taiwanese and Japanese cultures cross paths. Considering the ancient roots of Taiwanese artisan pastries and the innovative endeavors the owner strives to make, ‘small cakes’ are the main focus in the brand’s new outlook, striking a balance between tradition and innovation. As a result, SHI FENG SHIANG garners new and younger demographic while retaining their loyal and older patrons. The brand's main visual elements are: Cottonrose Hibiscus and Osmanthus / Rope & Knot / Magpie / Red Cord / Blessing Couplet. In addition to the classic red colors in the wedding market, the concepts of pairing are extended from the blessing couplets into the package design.

Cottonrose Hibiscus and Osmanthus/ Originated from the auspicious Chinese painting– Fu Rong Qi Gui; Fu, homophonous with the chinese word of husband and Gui, with the chinese word luxurious,  the phrase means flourishing growth for married couples.

Rope and Knot/ In ancient China, “Big knots are tied for big events, while small knots are for small events”. Knots have the meaning of promises and records of important events.
Magpie/ It symbolizes good luck and blessings.
Red Cord and Blessing Couplets/ signature elements in the Chinese tradition.
 

Date | 2017

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