近年來,外來茶葉對本土茶產業造成的衝擊影響,使得傳統茶產業開始沒落且產品價值受到影響。傳統的茶產業大多忽略了品牌形象中的視覺要素,在視覺識別與包裝上大多使用公版的視覺包裝,各傳統茶行的品牌價值便相對減少。因此本研究針對台灣茶產業市場的資料以及相關視覺文獻資料進行蒐集與探討,並比對目前市場上興盛的茶葉品牌,試圖提出適當的視覺設計運用於一個百年的傳統老茶行-謝江林茶莊。 本研究主要藉由產業情況和競爭對手的視覺形象分析,利用視覺符號的構成三要素:形素、彩素、質素,整理出分析及創作的架構。並使用此一架構來進行競爭對手在品牌理念與形象的定位、識別標誌的視覺設計、包裝系統與整體視覺的設計來加以分析,利用該創作結構來建立該茶葉品牌的品牌視覺形象。 本研究的創作嘗試在識別標誌上,透過所整理出的分析與創作結構,在圖像的識別標誌與包裝系統上做基本的視覺整合,在視覺上引導出品牌形象所設定的情感和感受。
Due to the import of foreign tea, the traditional tea industry has suffered a decline in its business and the value of its products in recent years. Visual elements of brand image are mostly neglected in the traditional tea industry. Most traditional tea houses use generic design templates to create visual identity of their brands or packaging designs and thus have a relatively lower brand value. Based on the market data of the domestic tea industry and visual design literature, this study compared dominant tea brands in the market in an attempt to propose an appropriate visual identity design for a 100-year-old tea house—Xie-Jiang-Lin Tea House. The brand image analysis and creation framework consisting of the three elements of visual symbols, namely shape, color and texture, was first constructed on the basis of industry conditions and visual images of competitors. This framework was then used to analyze each competitor’s positioning of brand ideas and image, visual identity design, packaging system and overall visual design. Finally, a brand image for Xie-Jiang-Lin Tea House was created using the same framework. In the design of identity symbols, this study used the analysis and creation framework to achieve a basic visual integration of identity symbols and the packaging system and visually show the emotions and feelings expected to be carried by the brand image.