Jiu Zhen Nan
Working with Taiwan's beloved century old pastry brand to appeal to a younger generation and communicate in a more consistent manner. Assisting the brand to go from a growing national brand into an international one it is today.
Founded in 1890, Jiu Zhen Nan is one of Taiwan’s oldest and most beloved pastry brands, with over 15 shops in Taiwan, including many of Taiwan’s high speed railway stations. It has been the wedding pastry choice of many business leaders and dignitaries.
We raised the communication of Jiu Zhen Nan’s product from a delicious pastry into a artwork. Removing the plates and representing the delicious pastries also as art work, communicating the craftsmanship behind the pastries tradition and techniques. Using artistic lighting techniques not often used for food photography, the new look generated a lot of attention and positive responses.
Using the visual strategies as a starting point, we treated the product brochures more as story books in which to communicate the stories of the products, as the pastries as individual characters in the story. In an attempt to strike a perfect balance between communicating the artistry of the products, and the basic information such as gift set options and pastry flavors.
Of the posters we created based on our visual strategy, we particularly liked the one created for 100th anniversary of R.O.C. (Republic of China), using the celebratory identity created by the government, which it encouraged people to adapt and celebrate, we placed three of Jiu Zhen Nan’s product to outline the shape of the identity. It was so expressive Jiu Zhen Nan even made a special box set with the three pastries in the image as a special limited product.
The special holiday packagings we created for Jiu Zhen Nan are where we had a lot of fun, Coming up with youthful interpretations of the holidays (Chinese New Year and Christmas) with the brand’s values as starting points, these packagings were very well received the public. Both winning the prestigious iF communication design award.
我們為舊振南所設計的節日禮盒組，主題為「使我們快樂的地方」。靈感源自對節日的新世代詮釋 – 節日與歡慶正是這個品牌的創始原因。這項設計也得到大眾的喜愛與肯定。民國百年限量紀念組與節日禮盒組都獲得iF溝通設計獎肯定。
We created the brand website with shopping cart applying the same feel and look of the visual strategy. Allowing the customers to have a consistent experience navigating through the brand, even when online.
Since working with Jiu Zhen Nan on the brand’s visual strategy to make the brand more youthful and contemporary, as well as helping to achieve an overall consistent look and feel for the brand, we are happy to see Jiu Zhen Nan grow and flourish into the position it has today.