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Project 甘藷百笑 / walawala

Category 品牌設計

Client 仕商達貿易有限公司

『甘藷百笑』堅持以「追求健康、樂活養生」的生活主軸為品牌的訴求,我們於2013年建立了『甘藷百笑』品牌,秉持著反璞歸真、回歸自然的信念,引進日本德島鳴門金時地瓜品種為種源,並開始在台灣中南部,找最佳合適地區進行金時地瓜的契作計劃。

種植期間,我們也經歷了無數次田間管理的改良與失敗經驗後,終究累積出豐富的種植心得和儲存保鮮技術,培育出食用後口感更勝日本地瓜的『台灣金時美人』品種。

甘藷百笑品牌定位上,將彰顯食材本身的健康,於是我們從產地開始著手,透過深度訪談經營者與農民之外,觀察地瓜的成長到採收一系列過程,彙整成有用的資訊與設計元素,如好吃的地瓜關鍵點在於『特殊土壤/氣候溫度/靜置熟成』,每個環節都息息相關。

識別設計上,有鑒於地瓜生長環境的特殊樣貌,土稜凹凸凹凸形態,地瓜向下垂直成長。資訊經過設計簡化之後,成為一個象徵性識別。另一方面,未來在國際行銷市場上,對於品牌英文命名,則是將日文[發音字warai/笑],發字音轉化為更直接閱讀與聯想的單字『wala』,同時重複二次使用,walawala更加強化品牌記憶點。

包裝設計上,業主挑選台灣中南部砂質區,進行金時地瓜品種的契作計劃;經歷多年與無數次的改良之後,慢慢累積出自己的種植經驗和保存新技術,培育出營養與口感優於其他品種地瓜,特別在營養成份的部分,地瓜外紫皮檢驗後更是多出花青素,具備抗老化功能。同時在維他命C的含量優於其他品種,以及高纖維質、低卡洛里...等特點,於是我們透過設計轉化為圖示icon,直接呈現在外包裝袋上,打造屬於甘藷百笑的價值。


Sweet Potato Smile insists on the spindle of life of "The pursuit of health and the LOHAS life nurturing" and views it as the brand appeal. We set up the brand Sweet Potato Smile in 2013, upheld the belief of returning to innocence and the nature, imported the Golden Sweet Potato variety from Naruto in Japan as the seed source, and started the contract farming project of Golden Sweet Potato in the applicable region in the central and southern area of Taiwan.


In the duration, we have been through numerous improvements and failures of the farm administering. So that we accumulate abundant planting experiences and storage technique, and then nurture the "Taiwan Golden Sweet Potato" with much better mouthfeel than the Japanese Golden Sweet Potato.

The spirit of brand is emphasizing the great nutrition of food material, so we survey the brand from the origin of sweet potato. We not only interviewed with famers and owner, but also went to the place of origin to observe the growth and production process. Every element is intimately related, from the soil, climate to cultivate environment, the information is useful to inspire us to create brand identification and package design.

To create the symbol of brand, we transferred the image of soil and the way that sweet potato grows into the extended brand image. Besides, to help brand of its international marketing promotion, we transformed the pronunciation of smile in Japanese to English "wala", and to make deep impression on brand name by using reduplication.

On the other hand, to express the important message about great nutrition of Golden Sweet Potato by showing icon on the package, making consumers easily know the healthy information through package design. Icons on package show the advantage of sweet potato and the quality is different from other brands, and that is the individual value of Walawala.

 

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