台式餐廳品牌之平面設計創作研究－桃嵐居

百花爭艷的初春，蛙鼓蟲吟的盛夏，碩果累累的金秋，白雪皚皚的隆冬。一年四季二十四個節氣中，大自然展現了各種不同的面貌。春生、夏長、秋收、冬藏，先民在長期的生產實踐經驗中，逐步認識季節更替和氣候變化規律，制定了立春、雨水、驚蛰、春分、清明、穀雨、立夏、小滿、芒種、夏至、小暑、大暑、立秋、處暑、白露、秋分、寒露、霜降、立冬、小雪、大雪、冬至、小寒、大寒二十四節氣來從事農務，每個節氣名稱也都反映出相應的氣候或作物情況，每種蔬果也都有最適合生長的季節，台灣四季物產豐饒，在適當的時間種下符合節令的農作物，作物生命力強，可以減少化學肥料與農藥的使用量，農民減少種植成本，人們吃得健康，讓環境不受到迫害，環養綠色大地，保育永續生命。　　　　因此本研究創作結合節氣與餐飲業打造一個獨一無二的餐廳品牌，首先，初步了解台灣的餐飲業概況與發展趨勢後，探討台灣的飲食文化與二十四節氣，目的在於評估餐廳的品牌定位，利用台灣的飲食文化結合二十四節氣的變化，使顧客能感受到台灣最初的美好，又能吃到最新鮮與健康的食材。最後透過案例分析，以「RAW」、「祥雲龍吟」、「頤宮」三家獲得米其林肯定的餐廳為基準，分析比較三家的品牌視覺識別，本研究希望透過分析不同類型的餐廳，找出其共同的優點與成功的要素，而後建立屬於台灣人餐廳的品牌視覺識別，期望來用餐的顧客能透過美食與視覺的融合，對台灣產生歸屬感與認同感。

關鍵字

二十四節氣；台式餐廳；品牌識別；視覺識別

並列摘要

In the early spring of the glory of flowers, the midsummer of frogs and worms, the fruitful golden autumn, the snowy winter. In the twenty-four solar terms of the year, nature shows a variety of different aspects. The ancestors gradually realized the seasonal change and climate change laws in the long-term production practice experience, and formulated twenty-four solar terms to engage in farming, each solar energy name also reflects the corresponding climate or crop situation. Each fruit and vegetable also has the most suitable season for growth. Taiwan's four seasons are rich in fertility, planting crops that meet the seasons at an appropriate time, and the crops have strong vitality, which can reduce the use of chemical fertilizers and pesticides. Farmers reduce planting costs and people eat. Be healthy, let the environment not be persecuted, raise green land, and preserve sustainable life. 　　Therefore, this research combines the solar energy and catering industry to create the unique restaurant brand. First, after understanding the general situation and development trend of Taiwan's catering industry, we will explore Taiwan's food culture and 24 solar terms. The purpose is to evaluate the brand positioning of the restaurant and make use of it. Taiwan's food culture combined with the changes in the 24 solar terms, so that customers can feel the original beauty of Taiwan, but also to eat the freshest and healthy ingredients. Finally, through case study, we analyzed and compared the visual identity of the three brands based on the three restaurants that were confirmed by Michelin, such as "RAW", "Nihonryori RyuGin" and "Le Palais". This study hopes to find out the different types of restaurants. The common advantages and the elements of success, and then the brand visual identity of Taiwanese restaurants, the customers who expect to dine can have a sense of belonging and identity to Taiwan through the fusion of food and vision.