奉茶精神應用於品牌設計
——以「鳳上好茶」為例

濃厚的人情味一直是台灣使人印象深刻的體驗，早期在街邊、樹蔭下或廟宇，常會有善心人士擺放免費茶水，供路過的旅人，喝杯熱茶，一解旅途上的勞累；然而在變化快速的現代化社會，人與人之間的情感與信任日益薄弱，台灣特有的奉茶文化，也逐漸沒落。宜蘭擁有台灣第三大的蘭陽平原，沖積扇平原的肥沃土壤，加上多雨時晴的氣候條件，使得宜蘭擁有豐饒的物產。宜蘭茶生長於良好的水質、土壤與氣候條件，使茶葉品質相當優良，卻因在近年高山茶崛起，導致宜蘭茶的市場知名度與價值相對低迷。本創作目的在於透過品牌，使宜蘭茶讓更多人知道，從宜蘭的土地出發，透過手作的土鳳梨酥，搭配產自宜蘭的好茶，秉持良善的奉茶精神，時刻心存善念，將台灣最自豪，且充滿溫度的人情味傳遞出去。

關鍵字

人情味；奉茶文化；品牌；視覺設計；包裝設計；宜蘭茶；土鳳梨酥

並列摘要

Warmth and friendliness has always been an impressive experience in Taiwan. In the early days, in the street, under the shade of trees or in temples, there are often people who are kind enough to place free tea for the travelers who pass by, drink a cup of hot tea to relieve the tired of the journey; However, in a fast-changing modern society, the emotion and trust between people are becoming weaker, and the Tea Serving culture in Taiwan has gradually declined. Yilan Lanyang Plain is the third largest plain in Taiwan. The fertile soil of the alluvial fan plain, the climatic conditions of partly clear, makes Yilan rich in fertility. Yilan tea grows in good water quality, soil and climatic conditions, so that the quality of tea is quite good. However, due to the rise of mountain tea in recent years, the market popularity and value of Yilan tea are relatively low. The purpose of this creation is to make more people know about the Yilan tea through the brand “Home Tea”. From Yilan, Home Tea combines the hand-made pineapple cakes with Yilan tea, to uphold the Tea Serving Culture, and keep good thoughts. I'll pass on warmth and friendliness what Taiwanese are most proud of.