創新品牌形象設計之創作與研究─以傳統米粿食品店「采緹油飯」設計為例

Abstract

研究以一個手工製作傳統米粿食品的自創品牌為例，試以創新品牌形象的概念，打造一個屬於在地社區的民間地方特產食品品牌。在尚未出現地方特色與特產的傳統市場商圈中，以本土生產的傳統米粿食品開發為地方產物伴手禮，率先規劃系統性的品牌識別，以品牌形象來推廣地方文化特色。本研究從文獻資料歸納出：創新品牌是要讓品牌成為一個解決行銷問題、提升產品價值的手段，讓品牌融入整個經營大環境，以因應時代的潮流，達到永續經營的長程目標。品牌的成長背景可以隨著所在地域的環境變遷而擴大增進，在行銷自我品牌的同時，也將利用在地文化依伴手禮的形式加以傳播，因此創新品牌是為一種與地方共存共榮的經營模式的最佳方式。 本研究在創作上，先以個案迫切需要的禮盒包裝為主要設計對象，透過文獻探討與分析市場上同質性個案的結果為基礎，分析比較之色彩運用與版面配置形式，運用寫實攝影圖像的手法，將消費者在東湖傳統市場中活動的影像，融合本研究個案的產品內容語彙與意象，設計出一套包裝禮盒及手提袋。藉由彌月禮盒與伴手禮的傳送，不僅傳達東湖印象，也提升以傳統米粿食品店─采緹油飯之形象聲譽。Base on the establishment of a brand for a traditional Miguo fine food store, this research aims to introduce innovative brand image concepts. This is to facilitate in creating a distinguishable brand, symbolizing the food specialty of the local community. Whilst the community lacks a noticeable specialty in its traditional marketplace, handmade Miguo products has been selected as a subject for the development of local specialty. To begin, a systematic approach has been implemented in the planning of branding. Through established brand image, it can assist in promoting the local culture and specialties, such as the Miguo products.

According to the information from the literatures, innovative creation of a brand addresses the problems arising from marketing products. Branding creates value added opportunities, and complements the business operation of the Miguo fine food store. This is also inline with the current business trend, achieving the long term goal of sustainable business development. The background of the brand development also progresses with the changes in the regional growths. Whilst marketing a self-established brand, the products can be promoted via the form of local specialty. Therefore, the establishment of a distinguishable brand is an important step to enhance the status of the local community, and ensures the continued success of the business.

The main focus of this research is on the design and production of the gift packaging for the case study – a Miguo fine food store. The design subject is analyzed and discussed upon using the supporting information from literatures and comparable case studies as the basis. A series of analyses and comparisons on the use of colors, layout formats, and photographic representations of the activities surrounding the Donghu marketplace have also been exploited. All of these elements have been attempted to be incorporated into the designs of a set of gift packaging box and gift bag. Through the giving of gifts to the clients, the impression of Donghu can be conveyed to the recipients. In addition, the image and the reputation of Cai-Ti Fine Food – a traditional Miguo fine food store can also be further elevated.