農夫市集視覺識別系統設計之創作與研究- 以248農學市集為例

近年健康飲食風氣由國外吹向國內，世界爆發多起食安事件，消費者開始對食品廠商、政府食品守門員的角色信心瓦解。在商店購買的食品，從原料到製作過程，運輸到架上，累積的碳足跡和用水量相當龐大。農夫市集讓多數人開始注意食品生產的過程和生產者，透明化以及生產履歷讓消費者安心購買。環保意識提升，傾向購買在地食品，避免運送過程能源的浪費，振興國內萎縮的農業經濟。國內近年由民間和學術等單位陸續開辦農夫市集，提供通路平台，有效將生產與消費凝聚，是一種新的社會文化、基層勞力與消費者所共構的制衡點，且搭上逐年備受重視綠色生態經濟的風氣，販售有機農法的蔬果和加工品等。強調對土地友善、無毒有機耕作、小農經營、社會正義、教育等宗旨，為農業的發展創造新局面。 248農學市集因經營者為白米炸彈客楊儒門的特殊身分，以及市集從東區精華地段248巷弄開始的經營模式，在眾多台灣農學市集中相當特殊，經常與企業廠商合作和報章雜誌訪問，並進駐百貨，開設自有品牌店面，及成立教育園區多角化經營。但整體視覺形象並不鮮明，主要是透過消費者親臨現場體驗和解說推廣。本研究企圖從建立鮮明的視覺識別系統，有助於因應各類的挑戰，將理念傳播於更廣泛的社群，並為現階段農夫市集視覺應用做分析整理。本研究可分為三部份:(一)文獻探討:研究國內外農夫市集發展歷程，助於瞭解其文化及建立視覺品牌之必要性。(二)個案分析:以國內外農夫市集之視覺作分析，並對國內長期發展之三個案例作深度分析，作為設計參考。(三)248農學市集分析及創作:綜合文獻及個案分析提出創作策略，進行248農學市集視覺識別系統創作。

關鍵字

農夫市集； 248農學市集；視覺識別系統

並列摘要

In recent years, the trend of healthy diet blow from foreign to domestic. Serious food safety problems emerge in all over the world. The consumers start to lose faith to food manufacturers and government. Farmers' market makes many people start to pay more attention to the relationship of food production and producers, as well as production transparency and product history. Farmers’ market was opened by civil and academic units, providing a platform for sales. It is a new social culture, a checks and balances for grassroots labor and consumer, and to catch the trend of green economy. 248 Farmers’ market is quiet special in many agronomy market because the operators is Yang, Ru-Men, the rice bomber. They often co-work with popular media and other companies, set up counters in department stores, open stores with its own brand, and the establish the educational park for business diversification. But overall visual image is not clear, and it is mainly popularized by consumer himself to experience. This thesis attempts to establish distinct visual identification system to help them face different kinds of challenges, and spread the ideas to a wide range of community. This study can be divided into three parts :( a) Literature review: study the research of farmers’ market in the world, to understand the necessity of culture and visualized brand. (B) Case analysis: The visual analysis of the farmer's market at home and abroad and in depth analysis of three cases for the long-term development in our country, as a reference for design. (C) 248 Farmers’ Market analysis and creation: summarize the literature and case studies to propose creativity strategy for 248 Farmer Market recognition system and creation.