JO TIAO SHI BRAND IDENTITY

因為品質 所以挑食
品味生活 究需挑食
品牌簡介
什麼樣的獨門料法才能成就豚肉的究極美味?究挑食以講究的態度打造全豬料理,嚴選台灣在地原味食材,為汲營於都會叢林的肉食主義者,精準調理口齒留香的磅礴滋味。品牌鎖定忙碌無暇備餐的上班族,以豪爽便當及精緻熟食作為主力商品,提供方便卻不失份量感的能量餐盒。究挑食從不同面向探索食材的多樣性:燻烤、烹炒、燉滷、醃製,融合勁道食感與飄逸香氣,讓食客體驗脂香繚繞的五感滿足。品牌塑造討喜勻稱的豬吉祥物,詼諧幽默地帶領其信徒探究豚食地圖,翻捲這席滿漢饗宴的全新篇章!
Background
What kind of the unique cookery can achieve the ultimate delicacy of pork? JO TIAO SHI, a brand-new deli and butcher shop, strives to create its own philosophy of pork meatology with an refined attitude. To satisfy the starving meatatarian in urban jungle, the brand selects local original ingredients to bring out its most majestic flavor precisely. JO TIAO SHI targets office workers who are too busy to prepare meals, and serves them with handy energy meal box and high-quality delicatessen. The brand explores the diversity of ingredients from different aspects: grilled, fired, stewed, marinated...all dishes are blended with freshness and aroma, offering diners a comprehensive experience of dietary. In addition, a cheerful pig mascot is created to spread a delightful and humorous atmosphere, meanwhile guides its followers to enjoy the grandest feast of pork.
設計方案
主視覺採用手繪插畫描繪吉祥物個性鮮明、幽默有趣的神韻;點狀細膩的代針筆畫法,呼應品牌對肉質控管的極高標準。標準字展現鏗鏘有力的自信:靈感來自於豬骨豬肉的線條造型,配合硬挺的書法字體、勾勒帶有力道的輪廓。字體表面顯現如經烹調般的質地線條,引導視覺想像烈焰焦香的肉質狀態。色盤選用紅、黑、燙金、木屑材質搭配,在強烈色彩對比與繽紛菜色間達到恰如其分的平衡。室內牆面印上客製手繪的全豬圖鑑,除了補給消費者對豬肉部位的知識,也潛意識推進其對品牌的記憶度。
Design
The pig mascot, as the primary visual image while promoting, is illustrated elaborately to depict its distinctive features of humor and charm, and the delicate needle strokes echo the brand's high standards for meat quality. Inspired by solid pork bones, the logotype mimics calligraphy outline to reflect brand's confidence and toughness, which also presents a grilled-meat texture on the surface to strengthen the connection with its products. The color palette consists of red, black, foiled-gold and wooden texture, to achieve a proper balance between contrasting color and abundant food. The customized pork meatology illustration is printed on the interior wall, in addition to supplementing consumers' knowledge of wholesale cuts, it also personalised the impression of the brand.
  • Client
    JO TIAO SHI
    祥圃集團
  • Services
    Brand Identity
    Brand Guideline
    Logo & Logotype
    Photography proposal
  • Year
    2020 - Present
  • Art Director
    Leo Huang
  • Designers
    Celine Shen
    Elva Huang
  • Copywriting
    Vivia Wang
  • Typeface
    DIN Next
    翔鶴黑體
  • Photography
    Colin Chen