XIANG DUCK is an unconventional Taiwanese restaurant served with roast duck. The brand creates a new oriental style of Foodism, taking the unconstrained modern Chinese dining experience as the main point, and aims to explore an extraordinary feast from lifestyle to table. Covered with caramel brown skin, roast duck has a unique position in Asian culture. It is a nostalgic taste from childhood, a highly recognized flavor, only appear in the most important event or celebrating occasion. Once entering Taiwan street jungle, it would not be difficult to notice that various signboards among night lights, and which is the best scenery surrounded around dining table. XIANG DUCK introduces a new trend of Chinese food, serving the most appetizing roast duck for visitors.
享鴨標誌的靈感來自於台灣隨處可見的店面招牌：將透視下層層堆疊、大小不一的方塊，切割濃縮成多種色塊與漢字的組合，顯現高彩度、繽紛多元的文化特性。製作前期執行了多種視覺實驗，作為品牌色盤的依據：以廣告傳單、公告欄這樣色彩繁饒的文宣圖像作為樣本，模糊並降低圖片的像素數值，萃取出四個最具代表的品牌標準色。為了加深品牌與消費者的連結，享鴨創造了代表美食雷達的角色 “Mr. Xiang”：以領航員的身份、犀利且不容置喙的態度，自信地捕獲世間所有美妙滋味。
The idea of XIANG DUCK's combined-symbol logo is inspired from the Taiwanese culture of street signboards. The different sizes and shapes of street blocks are stacked and condensed into the graph that representing Chinese characters, and showing a high chroma, colorful and diverse cultural characteristic. A variety of visual experiments were performed in the early stage of production, as the basis for the brand color palette. Takes the leaflet and bulletin board as experiment elements, then bluring the images and reduce the pixel value, extracting the four most representative colors. In order to strengthen the connection between brand and consumer, "Mr. Xiang" is created as a role of food radar, and the navigator of the most wonderful tastes.
Logo & Logotype
Year2018 - Present
Art DirectorLeo Huang