XIANG DUCK BRAND IDENTITY

引領新潮美食主義
暢享絕倫功夫烤鴨
品牌簡介
享鴨是一間台式創意料理餐廳:創闢「新中式」的東方新潮美食主義,以不拘束的現代中餐體驗為主軸,從生活文化延伸到餐桌,探索一場色彩斑斕的視覺饗宴。皮酥肉嫩、滑而不膩,披覆一身焦香外皮的烤鴨,在亞洲料理中擁有獨特的地位;煉炙後的滋味深植於華人文化,拌佐記憶中歡慶沸騰的溫度。一旦穿梭於台灣都市叢林,不難發現在地特有的招牌文化、與夜幕下燈紅酒綠的街景印象,儼然蔚成張環伺一桌宴席的襯景布幕。享鴨引領新中式的美食風氣,在蒸著熱氣桌間筷箸交鋒、在喧鬧胃袋間歡騰共舞,譜出別有一番風景,暢享絕倫功夫烤鴨!
Background
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.
設計方案
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。
Design
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.
  • Client
    XIANG DUCK
    享鴨
  • Services
    Brand Identity
    Brand Guideline
    Logo & Logotype
    Photography proposal
  • Year
    2018 - Present
  • Art Director
    Leo Huang
  • Designers
    Fran Dai
    Mimi Tsen
    Suri Zheng
  • Typeface
    思源宋體
    文鼎UD書苑黑體
    Baskerville
  • Illustrator
    Annie
  • Photography
    Andrew Kan