XIANG DUCK PHOTOGRAPHY

新潮中餐視覺饗宴
滿漢全席功夫烤鴨
視覺概念
享鴨,是專注於烤鴨的現代中華餐廳;以實踐不拘束的現代中餐體驗為目標,打造色彩斑斕的視覺饗宴。生活經驗、現代設計、視覺饗宴,是這次攝影專案的三大重點。以中式傳統飲食餐具、現代結構視覺語彙,搭配標誌所延伸的多彩背景,建立華人文化獨有的情感記憶點;以視覺代替味覺品嚐衝擊性的美味,翻捲中華料理的全新章節。攝影情境採用聚焦的視覺效果,在強烈濃豔的佈景下,展現食材的色香味俱全,生動地留下每道佳餚最美味與美好的時刻。
Background
XIANG DUCK, an new-style Taiwanese cuisine restaurant, aims to create a colorful visual feast with an unconstrained modern Chinese food experience. Life experience, modern design, visual feast, are the three key points of this photography project. The restaurant establishes a unique emotional memory point of Chinese culture through multiple traditional food tableware surrounded by a colorful background extended by the logo. It is a new chapter of Chinese cuisine, sensing the impactful taste with eyes. The photography method focuses on a concentrated visual effect to display the color and taste of the ingredients beyond a strong and intense environment, vividly expressing the most extraordinary moments of each dish.
攝影企劃
多彩色底、中式道具、滿漢全席的組合搭配,是這次攝影視覺的主軸。筷箸是中華文化與亞洲料理的象徵、是食物與食客的橋樑,連結情感接點的同時也貫串攝影的主題。鏡頭聚焦在備料的過程與動作:灑粉、淋醬、堆疊;除了增加與食物的互動感,也紀錄每道料理最熱騰騰、垂涎欲滴的時刻。顏色配置方面,在大、小情境的底色選用帶有喧鬧歡騰意象的朱紅;而中情境的底色則是白、藍、黃、綠的多元組合。道具部分則是選用符合現代中式但不過於老氣的花邊金盤,以米白瓷盤及大地釉色優先,配角性地襯托食物主角的層次與造型。
Design
The combination of multi-color and Chinese tableware is the main topic of this photography strategy. Chopsticks is a symbol of Chinese culture and Asian cuisine, the bridge between food and diners, an emotional trigger of creating a sense of connection. These pictures focus on the process and actions of food preparation: sprinkling powder, dripping sauce, and stacking ingredients. In addition to increasing the interaction with food, these photos also record the most coveted moments of each dishes. Regarding to color system, part of the backgrounds are decorated with jasper red to represent a nostalgic and traditional aura, and others are arranged with more vivid colors: white, blue, yellow, green. The modern Chinese style bowl and plate without golden ring are selected for tableware shooting, with the color of pale white porcelain plate and glaze for priority, emphasizing and highlighting the food protagonist position.
  • Client
    XIANG DUCK
    享鴨
  • Services
    Brand Identity
    Brand Guideline
    Logo & Logotype
    Photography proposal
  • Year
    2018 - Present
  • Art Director
    Leo Huang
  • Designer
    Fran Dai
  • Photography
    Andrew Kan