賴爺爺蜜蜂城堡形象視覺設計

The Design Project of Lai’s Honey Castle

洪瑞駿(Jui-Chun Hung)

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(2017年)

摘要

宏基蜜蜂生態農場，傳承四代百年的經營，歷經臺灣蜜蜂產業成形的過程，長時間的研究與發展，從傳統智慧養蜂、創新科技的檢驗、產品履歷的建立，皆為業界標竿，純蜜產量為全臺之冠，酵素含量超越國家標準，在養蜂界的歷史地位無可取代。

然而農場經營歷經數十年，園區場域形象日漸老舊，宏基蜜蜂生態農場的蜂蜜產品也進入市場通路，現有的品牌形象不利於市場競爭。經營團隊為加強業界競爭優勢，希望透過品牌形象工程，進行宏基二代館全新規劃，完成企業升級的基礎；從品牌定位、視覺識別系統、空間視覺設計、專屬品牌伴手禮包裝，結合原來休閒農場既有優勢，以體驗經濟概念，打造全新的感質品牌，以符合新世代消費者的期待，「賴爺爺蜜蜂城堡」由此因應而生。

本研究觀察日本六級產業的沿革，探討臺灣休閒農業現況，研究體驗經濟，最終以感質為本創作視覺設計檢核的指標，進而以整合性之規劃設計，完成休閒農業品牌化工程。希望以此創作成果為基礎，創造代表臺灣養蜂人智慧結晶的體驗空間！讓百年的農特產品能以展新的視覺形象，迎接新世代的市場，並期待以體驗場域與消費者互動，產生品牌忠誠度，進而循環式消費，認同企業文化，成功引導商品販促，更藉由創意設計加值，賦予地方特色產業新的價值。

關鍵字

休閒農業 ； 品牌形象 ； 視覺識別系統 ； 包裝設計 ； 產業文化館

並列摘要

With a history spanning four generations and almost a century, Hung Gee Bees Farm (HGBF) has passed through all the developmental stages of Taiwan’s apiculture (beekeeping) industry. Building on long-time research and development, HGBF integrates traditional beekeeping wisdom with high-tech testing and a product traceability system, and has thus become a benchmark in the profession. Its output of pure honey is the largest in Taiwan, and its enzyme density exceeds. HGBF thus plays an irreplaceable role in Taiwan’s apiculture industry.

However, after decades of operation, both the HGBF bee yard and its image show signs of aging. Even though its products are found on the shelves of more and more retailers, its product image is poorly suited for market competition. To enhance its competitiveness in the industry, the HGBF management team plans a brand-new second-generation bee farm to serve as the foundation for an upgrade of its facilities and brand image at the same time. By combining brand positioning, a visual identity system, spatial visual design, and HGBF-branded gift packaging with the existing advantages of the original leisure farm, HGBF aims to build a brand-new farm with a quality-based new brand that suits the concepts of the experience economy and meets the expectations of new-generation consumers. Thus, Grandpa Lai Bee’s Castle was born.

Taking reference from the six-stage developmental history of industry in Japan, this study investigated the current status of leisure agriculture in Taiwan, and found that the age of the experience economy has indeed arrived. Finally, this study completed a branding project that involved quality-based assessment indicators for visual design to facilitate integrated planning and design. The outcomes of this process have created an experience space that represents and crystallizes the wisdom of Taiwanese beekeeping culture. The project has enabled this century-old agricultural specialty to catch up with the new-generation market through a brand-new visual image. The honey bee farm intended to leverage the interaction between the experience area and consumers to increase consumers’ understanding of the farm and the profession and develop their brand loyalty and repeated consumption. The efforts proved successful in boosting product sales. The creative design has added new value to this local specialty industry.

並列關鍵字

leisure agriculture ； brand image ； visual identity system ； package design ； industry culture museum

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