在地中藥文化產業再造
- 安平鎮庄大瓦屋漢方文化坊中藥包裝設計

早期人類為求生存適應大自然環境，不斷地在自然界找尋抵抗及預防疾病的生存方式來延續生命，食藥的經驗不斷嘗試與流傳，至今仍延續著中醫藥學的理論運用於疾病的預防與治療，因此中藥文化對東方人來說，具有深厚的涵義與價值。近年來隨著食安及現代人因工作改變生活模式造成身體過勞的問題，人們開始注重養生的觀念，中藥的食用不再只是侷限於醫療病理上，故如何將中藥材的元素廣泛運用於生活，透過中藥產業結合文化創意發展，使中藥文化傳承及價值發揮的淋漓盡致，是經營中藥產業刻不容緩的事。本文所創作的中藥鋪位於桃園市的安平鎮庄，該區目前已逐步進行農村社區營造，社區的景觀、建築及產業推廣是透過微旅行導覽的方式，增加居民的認同與延續，約七十幾年的老藥鋪，有著勵志的故事與大瓦屋建築特色與生活環境，為達到中藥文化的延續，則必須結合觀光賦予文化意義與加值，為傳統中藥房原本單一的賣藥與醫療的功能拓展規畫新的策略、設計品牌視覺形象、產品包裝等達到該文化的傳承與延續。中藥文化產業再造需多元發展，如文化傳承的文化故事館規劃；品牌建立與產品包裝；導覽人員培訓；特色產品開發等，涉及面廣泛，本創作以品牌設計及運用於中藥產品的包裝為主，設計概念是以藥鋪的使用器皿與建築特色為主，強化中藥產品的視覺識別性與地方性。本創作是以建立「大瓦屋漢方文化坊」的品牌與其產品包裝設計為主，透過相關文獻探討與案例分析，結合在地特色，設計具有在地的識別品牌與包裝。創作內容以「藥膳」、「養身茶」、「生活應用品」系列為主，融入中藥植物手繪插圖；搭配棉麻布、牛皮紙色系的產品包裝；配合送禮需求大瓦屋造型木盒、棉麻布環保袋、紙袋，整體呈現簡樸又具在地識別的風格設計，藉此形塑「大瓦屋漢方」中藥品牌的在地特色與中藥文化加值。

關鍵字

大瓦屋；安平鎮庄；在地中藥文化產業

並列摘要

Abstract For survival and adaption reason, ancestors constantly tried to resist and prevent some disease in the natural world. The experience of taking medicine keeps tried and spread. People still use the theory of Chinese medicine to prevent and cure illness nowadays. So the culture of Chinese medicine means a lot to Easterner in wisdom and worth. The change of life pattern is accompanied by overwork and security issue in food. People start to emphasize the idea of health preservation. Taking Chinese medicine is not only for medical treatment, but also for health care. How to link the element of Chinese medicine with daily life and creativity for inheritance its value is the most important thing to the Chinese medicine transactor or manager. The Chinese medicine pharmacy which is described in this paper is located at An-Pin Town, Taoyuan City. This district has progressed in its construction, landscape, building and short range trip guide. It has some encouragement stories, unique building structure and environment. In order to earn local residents’ support and continue its culture, it must combine the tourism to bestow its new valuable meaning. In other words, the traditional Chinese pharmacy offer not only the medicine selling and medical treatment, but also expand with branding strategies which involve visual identity and package design. They are helpful to pass on and continue this culture indeed. To rebuild Chinese medicine industry, it needs diversified developments. It involves many directions, like the culture history memorial hall, the establishment of products, the design of wrapping, the training of guide, the establishment of product, and so on. The design of logotype and the use of wrapping in goods are the main subjects in this paper. On the other hand, the main design ideas come from the figure of its pharmacy utensil and its building characteristic. These finished goods are emphasized its local uniqueness and visual difference from other products. To found Big Tile House Chinese Culture Workshop’s trademark and design its product wrapping is the main part of this paper. The idea of local style logotype and wrapping way comes from different documents, case analysis and local characteristic. It contents three parts as follows,’’ medicine cuisine, healthful tea, and daily application stuff.” The design blends into handmade illustrations of Chinese medicine plants, and pair up sackcloth wrapping in cowhide-color. It also use woody case in Big Tile House shape and sackcloth or paper decomposable bag to match as a present in need. The whole simple and unadorned design with culture traits can intensify Big Tile House Chinese Culture Workshop’s Chinese medicine feature and the value of its culture. Key: Big Tile House, An-Pin Town, Local industry of Chinese medicine culture