喜豐香漢餅
SHI-FENG SIANG Taiwan Pastry
branding, rebranding, package design,
wedding, souvenir
2017
Art Director
余岱官 Kuan
Designer
余岱官 Kuan (品牌核心、視覺概念與盒形規劃）
汪平
Photography
汪平
SHI-FENG SIANG Taiwan Pastry
branding, rebranding, package design,
wedding, souvenir
2017
Art Director
余岱官 Kuan
Designer
余岱官 Kuan (品牌核心、視覺概念與盒形規劃）
汪平
Photography
汪平
台中沙鹿在地餅舖，時至今日三十餘年， 為傳承與推廣漢餅的台灣文化、串連起這世代逐漸減少的人情味 ， 第二代主理人開設了喜豐香二代店，店舖於審計新村，為最佳場域呈現品牌精神 - 新舊之間交融 ; 將中式傳統以優雅並帶些日式風情呈現，訴說著第二代之學經歷背景。 擁有深厚文化底蘊的漢餅，加上傳承傳統的創新小餅為喜豐香二代店的核心出發，在傳統與創新之間達到平衡。 以又新又舊的精緻氛圍，吸引不同族群認識傳統文化，進而開拓年輕市場， 並將漢餅文化以不同形式與風貌推廣與傳承。
品牌視覺主要元素有： 芙蓉花與桂花 / 繩結 / 喜鵲 / 紅線、好話對聯 除了在婚禮市場中免不了的紅色，也把成雙成對的概念運用在包裝上。
| 芙蓉花與桂花 | 取自中國吉祥圖 - 夫榮妻貴 ; 芙音同夫，蓉音同榮，桂音同貴，喻為夫妻共榮。
| 繩結 | 在中國古代，《大事大結其繩、小事小結其繩》，以繩結記事，有約定與記錄重要事情的意思。
| 喜鵲 | 好運與福氣的象徵。
| 紅線、好話對聯 | 中國傳統感 ; 包裝視覺中的重要元素-代表姻緣的紅線。
SHI FENG SHIANG Taiwan Pastry, which is located on Shalu District in Taichung City was founded over 30 years ago. Inheriting and promoting Taiwan pastry, which is part of Taiwanese culture as well as linking the decreasing hospitality in this generation.The principal who is the second-generation owner has opened the second-generation store of SHI FENG SHIANG in downtown. With a profound cultural background, Taiwan pastry and innovative small cake that pass down the tradition are the cores of the second-generation store of SHI FENG SHIANG to reach a balance between tradition and innovation. - The brand's main visual elements are: Cottonrose Hibiscus and Osmanthus / Rope & Knot / Magpie / Red Cord / Blessing Couplet In addition to the must-have red colors in the wedding market, the concepts of pairing and pairs are adopted in the package design. The principal has studied in Japan to advance their pastry skills, so the brand image reveals a Chinese-Japanese sensation that is different from the Chinese-type pastry.
｜Cottonrose Hibiscus and Osmanthus｜ It originates from a Chinese auspicious painting- Fu Rong Qi Gui; the Chinese word fu is the homophone of husband and Gui is the homophone of luxurious. The phrase means flourishing growth of a luxurious husband and wife.
｜Rope & Knot｜ In ancient China, “Big knots are tied for big events, while small knots are for small events”. Knots have the meaning of promises and records of important events.
｜Magpie｜It symbolizes good luck and blessings.
｜Red Cord and Blessing Couplets:｜They bring a sense of Chinese tradition.
品牌視覺主要元素有： 芙蓉花與桂花 / 繩結 / 喜鵲 / 紅線、好話對聯 除了在婚禮市場中免不了的紅色，也把成雙成對的概念運用在包裝上。
| 芙蓉花與桂花 | 取自中國吉祥圖 - 夫榮妻貴 ; 芙音同夫，蓉音同榮，桂音同貴，喻為夫妻共榮。
| 繩結 | 在中國古代，《大事大結其繩、小事小結其繩》，以繩結記事，有約定與記錄重要事情的意思。
| 喜鵲 | 好運與福氣的象徵。
| 紅線、好話對聯 | 中國傳統感 ; 包裝視覺中的重要元素-代表姻緣的紅線。
SHI FENG SHIANG Taiwan Pastry, which is located on Shalu District in Taichung City was founded over 30 years ago. Inheriting and promoting Taiwan pastry, which is part of Taiwanese culture as well as linking the decreasing hospitality in this generation.The principal who is the second-generation owner has opened the second-generation store of SHI FENG SHIANG in downtown. With a profound cultural background, Taiwan pastry and innovative small cake that pass down the tradition are the cores of the second-generation store of SHI FENG SHIANG to reach a balance between tradition and innovation. - The brand's main visual elements are: Cottonrose Hibiscus and Osmanthus / Rope & Knot / Magpie / Red Cord / Blessing Couplet In addition to the must-have red colors in the wedding market, the concepts of pairing and pairs are adopted in the package design. The principal has studied in Japan to advance their pastry skills, so the brand image reveals a Chinese-Japanese sensation that is different from the Chinese-type pastry.
｜Cottonrose Hibiscus and Osmanthus｜ It originates from a Chinese auspicious painting- Fu Rong Qi Gui; the Chinese word fu is the homophone of husband and Gui is the homophone of luxurious. The phrase means flourishing growth of a luxurious husband and wife.
｜Rope & Knot｜ In ancient China, “Big knots are tied for big events, while small knots are for small events”. Knots have the meaning of promises and records of important events.
｜Magpie｜It symbolizes good luck and blessings.
｜Red Cord and Blessing Couplets:｜They bring a sense of Chinese tradition.
