胖叔叔私房農園品牌視覺規劃

The Planning of Brand Visuals for Chubby Uncle Farm

劉秋霞(Chiu-Hsia Liu)

指導教授 ： 黃鐉津

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2010年)

https://doi.org/10.6826/NUTC.2010.00034

摘要

地球村的型態使各個產業之間的競爭越來越明顯，商品差異性逐漸縮小，農特產業所面對的各種風險逐日增多，行政院農委會為了協助稻農有效解決問題，提出各種方案提昇農產業特色與價值。為了突顯出品牌的獨特性，強化臺灣農產品的國際競爭力，使之在眾多同質性商品中脫穎而出，透過品牌規劃來與消費者做溝通，品牌溝通的方式形成建立品牌形象與了解消費者感知最直接的關聯性。
　　本設計專案係胖叔叔私房農園之品牌視覺規劃的過程。從2008年8月起執行至今，協助實踐業主之夢想：「熱愛地球與生命、永續經營的承諾」。品牌視覺規劃含有識別設計與形象設計，並結合優質的服務，將品牌融入大眾生活。本設計專案提出[HOME]設計概念，[HOME] 由四個英文字母字首組合而成：Health、Original、Memory、Energy，恰巧是家的意思，傳達和諧共生的生活態度與實踐承諾的精神。[HOME]應用於本次專案設計，從實際操作評估得到驗證，有效幫助業主建立品牌形象。
　　本設計專案提出品牌後續經營管理方向的檢討與建議，並將設計操作過程的心得作分享。期許提供地方產業品牌視覺規劃者的設計執行參考。

關鍵字

品牌視覺規劃、視覺設計、專案設計

並列摘要

The style of the global village competes more obviously and intensely among the industries. The differences between each product are getting smaller gradually and there are more and various risks increasing in the agricultural industry day by day. In order to assist and help the farmers to solve the problems effectively, the Council of Agriculture Executive Yuan raises all kinds of proposals to improve and enhance the characteristics and values of the agricultural industry.
　To stand out the uniqueness of the brand and strengthen the international competitiveness of Taiwan agriculture products, we make many homogenetic products stand out among the crowd through the brand planning and communication with the consumers. The mode of brand communication forms the most immediate correlation of establishing brand image and understanding consumers’ perception.

　This design project is the operational process of the brand visuals planning for chubby uncle farm. Implementing from August 2008 until now, they help the consumers to carry out the dreams: love the Earth and life; the commitment of sustainable development. Brand vision planning includes identity design and image design and combines the high quality service and acclimatize the brand into our daily life.
　The design of the project proposed the concept of [HOME] design. [HOME] stands for Health, Original, Memory and Energy ---the meaning of family, conveying the harmonic life and practicing the spirit of promise. The concept of our proposal design [HOME] is applied in the process of project design. It helps the enterprise to build up their brand image effectively from the actual operation and evaluation to get the final verification.

　This design project brings up the final review and suggestion for the way of follow-up brand management and share the actual practical design process. We expect our study can be helpful for design operator’s references for local industry brand visual planning of design process.

並列關鍵字

brand vision planning、visual design、project design

參考文獻

行政院農委會林務局，2005，生物多樣性概論，行政院農業委員會林務局，臺灣臺北。

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