Date | 2017
Art Director | Kuan
Design | 汪平、Kuan(盒型視覺概念規劃)
Photography | 汪平
為最佳場域呈現品牌精神 - 新舊之間交融 ;
SHI FENG SHIANG Taiwan Pastry, which is located on Shalu District in Taichung City was founded over 30 years ago.
Inheriting and promoting Taiwan pastry, which is part of Taiwanese culture as well as linking the decreasing hospitality in this generation.The principal who is the second-generation owner has opened the second-generation store of SHI FENG SHIANG in downtown.
With a profound cultural background, Taiwan pastry and innovative small cake that pass down the tradition are the cores of the second-generation store of SHI FENG SHIANG to reach a balance between tradition and innovation.
The brand's main visual elements are:
Cottonrose Hibiscus and Osmanthus / Rope & Knot / Magpie / Red Cord / Blessing Couplet
In addition to the must-have red colors in the wedding market, the concepts of pairing and pairs are adopted in the package design. The principal has studied in Japan to advance their pastry skills, so the brand image reveals a Chinese-Japanese sensation that is different from the Chinese-type pastry.
｜Cottonrose Hibiscus and Osmanthus｜ It originates from a Chinese auspicious painting- Fu Rong Qi Gui; the Chinese word fu is
the homophone of husband and Gui is the homophone of luxurious. The phrase means flourishing growth of a luxurious husband
｜Rope & 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:｜They bring a sense of Chinese tradition.
Date | 2017