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Project House of Kuo

Category 品牌設計

空間設計 元境聯合建築師事務所

周邊生活產品合作 二個八月, 印花樂

Client 郭元益食品股份有限公司

郭元益起自西元1867年,至今約150年糕餅歷史,有鑒於消費市場與多元化族群拓展,於是2015年創立House of Kuo(HOK),『郭氏』以『家』的概念由內向外衍生與加值,強調以中西合併的新『下午茶茶點文化』,打破消費者對郭元益的傳統糕餅意象。透過HOK品牌延伸企業經營層面,再次挑戰與跳脫現有傳統框架,打造「視覺饗宴,味蕾感動」的理念,以實現創新、文化延續、傳播多元與中西融合為主軸。

HOK品牌設計上,結合台灣人生活中的熟悉記憶三元素,如:建築鐵窗&傳統器皿上的玫瑰花朵&食材製作原料,三元素融合後加以演變為新形態印花圖象,期盼帶給消費者具有多元視覺化與復古新滋味;其中以三種顏色(台灣『藍』/冰沙『白』/元益『赭』),串連企業識別色與代表台灣文化與生活記憶點。

Kuo Yuan Ye was established in 1867, it is a pastry brand that owns almost 150 years history. Because of market diversification and to meet different consumers' needs, Kuo Yuan Ye created a new brand called House of Kuo (HOK) in 2015. The main concept is originated from the house, and Kuo family brings the pastry and tea culture to the public. HOK combines western tea culture with eastern pastry idea, to break the traditional image of Kuo Yuan Ye pastries to consumers. To break away from the tradition, HOK extends Kuo Yuan Ye group business to a new filed, and develops a new concept presenting feast of vision and taste of heart.

The design for HOK brand is combining three elements from daily life in Taiwan, the iron window, the rose pattern on traditional plate and the materials of making pastries, all are familiar memories for Taiwanese. To present consumers a brand new visualization and fashionable antique style, we created patterns that integrate three elements with colors (Taiwan Blue, Bean Paste White, Yuan Ye Burnt Umber), they symbolize the connection between the local enterprise and life culture in Taiwan.

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情境圖片:HOK提供