手工餅乾品牌視覺與包裝設計創作

The Creation of Handmade Cookies Brand Visual and Package Design

夏紫怡(Zi-Yi Hsia)

指導教授 ： 朱嘉樺

中原大學/設計學院/商業設計研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600285

摘要

餅乾，是相對蛋糕、麵包等眾多西式甜點中較容易製作且容易保存的品項，隨著工業化大量生產，餅乾已成為平價又平民的小點心，除了口味豐富、購買容易等特色之外，婚嫁喜餅及滿月禮的場合中亦常見到餅乾的蹤影。
市面上餅乾品牌琳瑯滿目，要在眾多品牌中脫穎而出，首要建立其品牌特色，其中不乏品牌理念、行銷手法、品牌識別、故事行銷等面向，尤其近年來品牌形象與創意設計漸漸展露頭角、國人在生活中吃的方面越來越講究精緻與健康。手工餅乾由於其天然原料、手工製作、無添加化學原料等特色，更是在第一時間即獲取消費者的信賴，如再輔以包裝、品牌應用系統等品項，讓消費者感覺到品牌的完整性，也會對該品牌更有信心與忠誠度。
然而，即便是建立品牌特色與形象，仍不建議為訴求精緻而將產品過度包裝，如能減少層層包裝，除了可節省包裝、印刷、倉儲等成本以外，更可以為地球環保盡一份心力，或是選用可重複使用、對環境友善的材質做為包裝盒、將包裝盒設計可美化環境的收納小物也可作為品牌行銷及形象的推廣，達到一舉數得的功效。

關鍵字

手工餅乾 ； 品牌 ； 行銷 ； 包裝設計

並列摘要

Compare with cake and bread, cookie is a kind of dessert which can be made and preserved easier. Cookies become a kind of inexpensive and popular snack since it has been produced by machines. Besides easily to get and many kinds of flavor, we always see cookies as bride cakes and full-month cakes.
In order to be specific in such numerous brands, the first step is to set up a brand characteristic which includes brand spirit, marketing, CIS and brand story. Recently, people prefer exquisite and healthy food with clear brand image and creative design package. Because of the claim of adopting natural ingredients, homemade method and being free from artificial additives, our products are able to earn the consumer's trust in the very first place. If we can build up the integrity of the brand with business cards, menus and some relative elements, consumers will increase their belief and loyalty to the brand.
However, excessive packaging is not bringing positive effect towards brand image. If we decrease some packages, choose recyclable or environment- friendly material, or design packages as reusable containers, the brand will be promoted unconsciously.

並列關鍵字

Handmade cookie ； brand ； marketing ； packaging design

參考文獻

經濟部智慧財產局 (2011) 。〈商標法〉，網址：

劉昱彣 (2014)，台灣小型商業設計公司的品牌定位與發展模式，中原大學商業設計研究所碩士論文。

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