「寶島奉禮」鳳梨酥品牌視覺形象之包裝創作

The Creation of Packaging for the Physical Brand Image of the “Bo-Do Gift Taiwan Pineapple Cake”

曾婉婷(Wan-Ting Zeng)

指導教授 ： 李貴連

國立臺中科技大學/設計學院/商業設計系碩士班/碩士(2016年)

摘要

交通部觀光局每年持續推動觀光政策，進而提升臺灣觀光品質形象，且臺灣名產為觀光產業帶來正向的經濟效益，此外不論是國人或觀光客在臺灣選購伴手禮時，鳳梨酥是大家心目中的首選之一。本研究創作以「二十四節氣的當令食材」作為「鳳梨酥品牌視覺形象」創作之主題，將探討市售臺灣鳳梨酥在品牌形象與包裝設計上訊息傳達的手法，藉此找出品牌價值，發掘自身具有的魅力元素。並從鳳梨酥、品牌形象、包裝設計及二十四節氣等四面向做學理探討，使用「文獻分析法」做解析，再運用「田野調查法」針對本研究所設定之範圍進行廣泛的資料蒐集、圖片樣本整理任務，後續透過「比較分析法」將市售鳳梨酥品牌與包裝分析歸納，確定本研究創作品牌之定位，以及執行品牌設計項目。

本創作以二十四節氣的當令食材為主題，將二十四節氣的當令食材與鳳梨酥口味做結合，呈現二十四節氣饒富變化之樣貌，所孕育出當令食材優美的生長形態，並推廣臺灣在地食材，亦可傳達本土的文化特質，為生活添加更多文化氣息。

品牌命名為「寶島奉禮」，品牌之語言識別以明確的產地與原料提示作為命名，並藉由感性的文字敘事加以輔助，以便提升品牌價值；品牌視覺形象皆以鳳梨與二十四節氣食材之元素進行運用，以柔和調性的手感插圖繪製出在地食材生長的優美形態，透過手繪的筆觸更能表現出獨特的線條美感與故事性，進而傳遞出臺灣豐富且珍貴的在地食材。

關鍵字

品牌形象；包裝設計；鳳梨酥；二十四節氣

並列摘要

The Tourism Bureau of the Ministry of Transportation and Communications continues to implement its tourism policy every year to enhance Taiwan’s tourism quality image. Taiwan’s local specialties have also brought positive economic benefits to its tourism industry. Besides, “pineapple cake” has become one of the top choices for both locals and tourists when selecting gifts in Taiwan. The study adopted “seasonal food ingredients representing the 24 points of solar terms” as the theme of the creation on the “physical brand image of pineapple cake.” It discussed how pineapple cakes currently sold on Taiwanese market deliver their messages through their brand images and packaging designs and further discovered their brand values and exclusive charismas. Four perspectives, including “pineapple cake,” “brand image,” “packaging design,” and “the 24 solar terms” were explored; document analysis was used and a field survey was adopted for targeted yet extensive data collection and photo/picture sample compilation. Then, currently sold pineapple cake brands and packaging styles were analyzed through the method of comparative analysis so the current study could position its creation of brand and start working on the items to be designed.

With “seasonal food ingredients representing the 24 points of solar terms” as the theme of the current creation, those ingredients were combined with the flavor of pineapple cake. This presents the diversity of the 24 seasonal division points in a year and the beautiful growing shapes and conditions of those ingredients. This also promoted Taiwanese local food ingredients and presented local cultural qualities, as well as enhancing the cultural atmosphere in life.

The brand was named “Bo-Do Gift Taiwan Pineapple Cake,” using specific language to identify the place of origin and food ingredients, assisted with affectionate wording to improve its brand value. Pineapple was integrated with seasonal food ingredients of the 24 points of solar terms to reveal the physical brand image. A warm and elegant hand-painted-style was used to illustrate local food ingredients’ growing conditions since the style could help show the unique lines and the story, and emphasize Taiwan’s rich and precious local food ingredients.

並列關鍵字

brand image；packaging design；pineapple cake；the 24 solar terms

參考文獻

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