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 ,
第二代主理人於市區開設了喜豐香二代店
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。

-

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
主理人赴日本精進糕餅廚藝,讓品牌略帶了中日風情,有別於中式漢餅市場。

| 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。

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 
and wife.
|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.

 
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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 ,
第二代主理人於市區開設了喜豐香二代店
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。

-

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
主理人赴日本精進糕餅廚藝,讓品牌略帶了中日風情,有別於中式漢餅市場。

| 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。

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 
and wife.
|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