青隆果物品牌規劃與商品包裝設計

The Project Report for Cing long Fruits Branding & Package Design

姜宥彣(Yu-Wen Chiang)

指導教授 ： 黃鐉津

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2015年)

摘要

隨著現今健康意識抬頭，食安和環保議題受到重視，本專案設計透過產學合作，協助「青隆果物」開發天然無化學添加的果乾休閒食品，並進行品牌命名、品牌企劃、品牌定位、包裝及品牌識別形象設計，提出適當的品牌建立模式與品牌管理策略。讓品牌形象設計強化消費者對品質的信賴，並成功傳達核心價值：「純粹、天然、新食尚」，為本專案執行目的。
根據文獻數據以及本專案市場調查結果得知，天然的休閒食品漸漸受到消費者的青睞；在包裝設計與品牌規畫上應更具個性化，並且重視禮品市場的拓展；通路鎖定精品超市，投入中高單價休閒食品市場。
在品牌定位上，深入探討使用時機、產品對消費者的好處、品牌主張。本專案將使用時機定位為「與好朋友分享好東西的歡聚時刻」，強調產品無化學添加、來源可靠安全、輕鬆攝取水果養份；主張天然、純粹，健康無負擔的新食尚主義。
商標設計以天、地、人的概念與農民栽種意象結合，為貫徹核心價值，在包裝視覺呈現以自然、簡單、時尚為定調。包裝材質以環保或以再利用為原則。
藉由本專案執行，協助業主建立品牌，提出品牌後續設計發展的檢討與建議，並將設計過程與心得分享。希望能提供相關產業，作為進行品牌視覺規劃與設計時的參考。

關鍵字

品牌視覺規劃 ； 視覺設計 ； 專案設計

並列摘要

With the rise of today's health awareness, food safety and environmental protection issues are taken seriously. This project involves industry cooperation and assists "Cing long fruits" in the development of natural, chemical free dried fruit snack foods, as well as the brand name, brand planning, brand positioning, packaging brand identity and image design. It proposes appropriate brand building model and brand management strategy. The purpose of the project is focused on the development of brand image, to act as a mean of quality assurance, and successfully communicate the core values: "pure, natural, new food trend" to the public.
According to the literature data and the results of this market research, it has shown that the natural snack foods have become gradually acceptable by consumers. Therefore, the packaging design and brand planning should be more individualized, and the expansion of the gift market should also be considered; in order to target the high-priced snack food market, distribution in certain high-quality markets are required.
In terms of brand positioning, an in-depth discussion focuses the time of consumption, the benefits of product to consumers, and the benefits of product to consumers. This project set the time of consumption as “share good things with good friends at a quality moment”. It emphasis on chemical free and safe fruit origins for the easy intake of fruit nutrients; it advocate a new food trend ideology that is natural, pure and healthy.
The Trademark’s design uses heaven, earth and the people as a concept and combines the imagery with farmers planting to implement the core values. The packaging set the tone with natural, simple and stylish elements. Its main principle is to use environmental friendly packaging materials or re-use packaging materials.
With the implementation of this project, it helps the owner to set up the brand. It proposes to review and recommend follow-up management direction of the brand, as well as share the designing process and experiences. We are hoping to provide brand visual planning and design as a reference to other relevant industries.

並列關鍵字

brand vision planning ； visual design ； project design

參考文獻

王盈發，2008，遊山茶訪品牌設計專案報告書，臺中科技大學商業設計系碩士班，碩士論文。

吳佳樺，2004，品牌再造與廣告效果之分析—以飲料和休閒食品為例，臺灣大學國際企業學研究所，碩士論文。

劉秋霞，2010，胖叔叔私房農園品牌視覺規劃，臺中科技大學商業設計系碩士班，碩士論文。

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