塑料環保袋轉型文創商品之 品牌建構與加值研究

Brand Construction and Value-added Study of Applying Culture and Creativity Design to New Polyester Bags

蘇雅汾(Ya-Fan Su)

指導教授 ： 林昆範

中原大學/設計學院/商業設計研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200802

摘要

具備環保思維的時尚設計，在現今關注自然環境的時代背景中漸趨重要，為
了將日常生活連結環保思維，使時尚設計在生活性、環保性與經濟性之間取得平
衡，本研究以寬寬文創公司COPLAY 生產的時尚手提袋為例，希冀藉由可回收
再利用的塑料材質，配合強調在地文化的設計加值，以環保時尚的理念發展兼備
人文特質與自然議題的系列商品，進而建構COPLAY 的品牌形象。
在設計規劃方面，本研究藉由數位式印刷的便利性，在有限的成本中創造豐
富的設計，以因應瞬息萬變的時尚潮流；在材質方面則採用符合環保標準的PE
素材，具有穩定與耐用等性質，且在回收過程不會產生毒素，具有可回收的特質；
在連結生活時尚的方面，將台灣各地具有特色的視覺元素應用於提袋商品的設
計，再經由文化創意的思維轉化成具有時尚感的商品，使其具備明確的故事性、
在地性與實用性，並藉由系列商品的整體感，建構COPLAY 的品牌形象，進而
提昇品牌的價值與競爭力。

關鍵字

文化創意 ； 環保時尚 ； 品牌

並列摘要

It is an era of concerning natural environment; therefore the fashion design with the
concept of environmental protection is getting more important. In order to connect
daily life with the concept of environmental protection, to strike a balance between
life, environmental protection and economy for fashion design, this study has focused
on fashion bags produced by Coplay Creative. It is hoped that, through recyclable and
reusable plastic material, the added-value of local culture which has embedded in
design and developed a series of products with both concepts of human and the nature,
the brand image of COPLAY could be built up accordingly.
In terms of design plan, this study found that Coplay has utilized the convenience of
digital printing to create bountiful design that suits the changing trend in fashion
industry and Reduce costs of production. As of its material, it uses PE, which meets
criteria of environmental protection, with features of stability and durability. Also, in
the process of recycling, PE would not produce toxin. From the aspect of life fashion,
many Taiwanese local feature elements were applied on the design for bags. Through
cultural creativities, these local features were transferred into fashion products. These
products have clear stories with local culture and practicality. Through the overall
image of series products, the brand image of COPLAY has been structured and lifted.

並列關鍵字

Environmental fashion ； cultural creativities ； brand

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