地方職人品牌設計創作-以「歐鴻金火」竹編工藝師為例

本創作研究的目的在於為觀音區歐鴻金火竹編工藝師進行品牌設計。以洞悉觀音區歐鴻金火文化故事的歷史脈絡切入，歐鴻金火擁有67年竹編技藝，極力推廣竹編工藝文化教育，點亮在地傳統工藝文化。因近年來歐鴻金火年事已高，加上手術過後行動不便及無傳承斷層等窘境，以致於長久以來在形象宣傳、竹工藝作品行銷層面無太大的良效。為凸顯歐鴻金火之訴求，取得支持者的認同以資源整合來實現使命，因而藉由本研究者協助建構歐鴻金火之品牌視覺識別設計以創作設計展現傳統工藝地方職人之精神。文獻探討過程中針對地方文化及傳統竹編工藝、品牌形象之定義範疇進行脈絡釐清，並藉由職人案例分析之洞見及深入訪談歐鴻金火之竹編技藝的歷史故事，以利後續勾勒出品牌設計之輪廓。在前期研究中發現歐鴻金火以往並無品牌形象設計的規劃，與本創作研究目的不謀而合，藉此秉持著初衷而深入研究探討。本研究者於研究過程中除瞭解在地職人概況外，更探討竹編工藝文化如何永續及展現職人精神之問題意識，藉此得到5點結論：(1) 竹編技藝理念宣揚，融入於生活裡。(2)文化知識性訊息傳播。(3)竹編手工藝保存。(4)教育紮根推廣及永續傳承。(5)體驗竹編工藝的手感溫度。因此本研究者創作除了進行品牌視覺識別建構外，針對以上結論進行「視覺識別設計」、「價值保存設計」、「創作展示設計」之視覺設計範疇，藉由價值保存設計的訊息傳達影響觀者認知，進而培養對歐鴻金火品牌理念之認同感，另一層面，視覺識別系列設計為提供歐鴻金火未來竹編工藝產品的加值方向，期望為在地職人歐鴻金火保存傳統文化技藝及推廣活絡竹編工藝進而傳達在地職人精神之價值內涵。

關鍵字

品牌形象；竹編工藝；傳統文化；地方產業

並列摘要

The purpose of this creative research is to insight into the historical context of OU,HUNG-CHIN-HUO，and conduct brand design with bamboo weaving craftsman.OU,HUNG-CHIN-HUO has 67 years of bamboo weaving skills, and strives to promote the cultural education of bamboo weaving crafts and illuminate the local traditional craft culture.In recent years, OU,HUNG-CHIN-HUO bamboo weaving craftsman has already advanced in age, and the inheritance of talents without younger generations leads to dilemmas such as technical faults, and the dilemma of failing to obtain more marketing promotion in handicrafts.The purpose of this creative research is to highlight OU,HUNG-CHIN-HUO ,and obtain support from supporters to achieve its mission by integrating resources. Therefore, the researcher assists in constructing OU,HUNG-CHIN-HUO’s brand visual identity design to show the spirit of traditional local craftsmen.In the process of document discussion, we clarified the definition of local culture, traditional bamboo weaving craftsmanship, and brand image. through the insights of the case studies of the staff and in-depth interviews with the historical story of OU,HUNG-CHIN-HUO bamboo weaving skills, in order to facilitate the subsequent outline of the brand design.In the past,OU,HUNG-CHIN-HUO did not have a brand image design plan, which coincides with the purpose of this creative research, so as to uphold the original intention and conduct in-depth research and discussion.In the research process, this researcher not only understands the general situation of the local staff, but also explores how the bamboo weaving craft culture can be sustained and show the spirit of the staff.Through this, five conclusions can be drawn: (1) The concept of bamboo weaving skills is promoted and integrated into life. (2) The dissemination of cultural and intellectual information. (3) Preservation of bamboo weaving craftsmanship. (4) Education is rooted in promotion and sustainable inheritance. (5) Experience the hand temperature of bamboo weaving craftsmanship. Therefore, in addition to the construction of brand visual identity, this researcher’s creation is based on the above conclusions in the visual design categories of "visual identity design", "value preservation design", and "creation display design". Influencing the perception of viewers through the message transmission of value preservation design, and then fostering a sense of identity with the brand concept of OU,HUNG-CHIN-HUO. In addition, the visual identity series is designed to provide the value-added direction of brand’s future bamboo weaving craft products, . It is expected that OU,HUNG-CHIN-HUO preserves the traditional cultural skills and promotes the active bamboo weaving craftsmanship to convey the value connotation of the local staff's spirit.