Jiu Zhen Nan
舊振南餅店

 

Overview 

 

品牌概述

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. 

好點子和舊振南這個台灣人喜愛的百年品牌合作進行品牌更新,我們希望透過更有系統的溝通方式吸引年輕族群,協助這個國家級品牌走入國際市場。

 

Background

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.

品牌背景

創立於1890年,舊振南是台灣歷史最悠久、最受推崇的糕餅品牌之一。在台灣這個品牌共擁有十五家分店,其中有不少設置於高鐵站內。舊振南也是許多台灣企業家與高階主管籌辦婚禮時的第一選擇。

 

Visuals

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. 

品牌視野

好點子在溝通模式做出轉變:我們視舊振南所製作的美味糕餅為藝術品。在視覺部份,我們拿掉碟盤,以呈現藝術品的方式展演糕餅本身,與消費者溝通這些糕餅背後的傳統技藝。我們使用不常見於食物攝影的藝術照明科技,舊振南的新風貌贏得了高度矚目與正面肯定。

 

Product Catalogue

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. 

產品型錄

從視覺策略出發,我們以寫產品故事的方式製作產品型錄。在這個故事中,每件糕餅都是有生命的獨立個體。好點子嘗試在表達產品本身的藝術性格,和充分提供商品資訊(例如:禮盒選項)之間求得完美平衡。

 
 

Posters

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. 

海報設計

海報設計也以好點子的視覺策略為基礎,我們最喜歡中華民國100年的紀念海報,素材是政府所提供的百年紀念圖樣,我們也使用這些素材設計舊振南禮盒三件組,這是舊振南最富特色的限量紀念禮盒組。

 

Packaging

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. 

包裝設計

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。

 

Website

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. 

網站設計

根據既定視覺策略,我們為舊振南設計出配置購物系統的官方網站,使消費者即使在線上購物,都能感受舊振南的全新風貌與魅力,

 
 

Conclusion

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.

結語

好點子與舊振南進行的品牌更新立基於視覺策略,不僅使這個品牌年輕化、現代化,也為這個品牌找到一致的溝通調性與全新風貌。我們很高興看見舊振南的轉變,以及在轉變後所達成的更高成就。