TAITZU FOOD BRAND IDENTITY
以食傳情、以味傳家
品牌簡介
彌月油飯領導品牌－太子油飯，「太子」象徵每位家長對孩子的深切期盼與細心呵護。飄香三十餘年的太子油飯，見證無數新生兒誕生的美好時刻，成為台灣人心中獨一無二的回憶。不變的口味與用料的把關，堅持每日現做無庫存，傳承記憶中樸實美好的滋味。品牌重塑以年輕化為目標，打破傳統的印象，為太子油飯創造出嶄新的視覺形象，將這份美味延續下去。
Background
Steamed glutinous rice box is a traditional gift to celebrate newborn babies in Taiwan. TAITZU FOOD, the thirty-year leading brand of steamed glutinous rice, brings countless families wonderful moment of the birth of the newborn, becoming a unique custom to Taiwanese people. TAITZU FOOD remains taste and ingredients unchanged, and the factory insists on making fresh steamed glutinous rice box every day, inheriting the simple and beautiful taste from one generation to another. To break the impression of being old and traditional, the design team creates a new visual system for the TAITZU FOOD, aiming to bring new life and energy to the brand.
設計方案
標誌保留紅蛋圓滿的造型與紅色的喜氣，生生不息的寓意除了象徵品牌的蛻變，也是太子油飯給予新生命的祝福。徽章式的圖標，烙出老字號的品質認證；無襯線的文字筆畫融入圓角，帶入油飯粒粒香凝的意象，彷彿能感受到剛出爐時的蒸騰香氣，也傳達屹立三十餘年品牌親切的印象。配色選用低飽和度的紅與銅金，呈現喜氣但不流於俗氣，打造傳統與現代並進的精神。
Design
"Red egg”, one of the ingredients in steamed glutinous rice box, represents life, and the red color conveys blessed and joyful atmosphere. Inspired by this concept, the design team create an egg-shape/badge-like symbol to express the quality certification of this time-honored brand. The sans-serif text strokes are integrated into the rounded corners, simulating the image of oily rice grains surrounded by the steaming aroma. Low-saturation red and copper gold are the primary color and texture of the color scheme, which is festive but not tacky, bringing TAITZU FOOD a personality that combines tradition and modernity.
  • Client
    太子油飯
    TAITZU FOOD
  • Services
    Brand Identity
    Brand Guideline
    Logo & Logotype
    Packaging Design
    Collateral Design
  • Year
    Sep 2023
  • Creative Director
    Leo Huang
  • Art Director
    Celine Shen
  • Designers
    Chien Chia Chen
    Mimi Tsen
  • Project Planner
    Tzu Yi Lee
  • Photographer
    Andrew Kan
  • Special Thanks
    天毅企業