新福隆百年茶廠品牌再造設計

本研究以具有百年歷史的「新福隆茶廠」為目標，為其進行品牌再造。首先透過訪談法深入瞭解「新福隆茶廠」之歷史背景與脈絡，瞭解到公司的核心價值為「正直、專業、誠信」。經由文獻探討了解品牌之定義與品牌再造設計流程後，訂立以形容詞語彙和以形素、彩素、質素三大要素進行KJ法分類，獲取品牌標誌的設計要素。形素結果為橢圓形、圓形與五角形；彩素結果以暖色系黃色、橘色、紅色、綠色為主；質素以鋼筆為結果。其品牌標誌進行設計實作後，進行專家訪談，認為在設計上呈現手法合宜，使人第一眼就能看出與茶葉品牌有所相關；為產品建立故事性，並傳達其意涵給予目標族群是相當重要的一環。本研究之設計實作將據此進行修改，並將以問卷形式進行驗證，以利後續進行「新福隆茶廠」品牌再造的供作。

關鍵字

品牌再造；品牌設計；品牌標誌

並列摘要

This research aims to rebrand the 'Shing Fu lung Tea Factory' which has a century-old history. First of all, an interview was conducted to have a deep understanding of its historical background. The values of 'Integrity, Professionalism, and Honesty' were thus confirmed. The process of rebrand was clarified by literature review. Three factors of shape, colors, and texture were applied in Kawakita Jiro (KJ) method to find out logo design elements. The outcomes show that oval, round and pentagonal for the shape, warm colors of yellow, orange, red, and green, and the texture of fountain pen fit the description of 'Integrity, Professionalism, and Honesty'. These elements were utilised to logo design. Design experts were invited to provide suggestions for the designed logos. It shows that these logos present the value of 'Shing Fu lung Tea Factory'. It is easy to recognise the logos are related with a tea brand. It is important to establish and deliver a story for a brand to consumers. The designed logo will be revised based on the experts' suggestions for further rebrand work.

並列關鍵字

Rebranding ； Branding Design ； Logo

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