「冒香香」的起點，不是一紙計畫，而是一群朋友深夜裡的談笑。那是一種無法壓抑的熱情，就像一鍋湯底，從最初的單純，隨著食材逐一浸入，漸漸釋放香氣，層層堆疊出厚實而真切的風味。相信，餐桌不只是果腹的地方，它承載著記憶與情感。湯勺舀起的，不僅是食材的滋味，更是朋友間的鼓勵、家人間的陪伴、愛人間的默契。每一次相聚，都是生活裡一次溫柔的對話。 無數次試驗，不只是為了調和麻與辣的比例，而是為了捕捉那種「入口後仍能迴盪」的感覺。
花椒的微麻提醒著勇氣，辣椒的熱烈喚醒了激情，而在香氣與滋味的縫隙裡，我們希望留下的，是一份真誠的溫度。 品牌的設計理念，以「溫暖、自然、堅持」為核心色調：橘色如湯底的熱烈，深綠象徵食材的真實，米色如蒸氣般的輕盈，帶來安定與自在。這些色彩不是隨機的搭配，而是一種情感的調和。字體設計以升騰的蒸氣為靈感，讓文字本身也散發出香氣的流動。 攝影的語言，也承載著同樣的思考。
不只是記錄食材的新鮮、湯底的翻滾， 更要捕捉熱氣、色彩與氛圍的交織。 每一幀影像，都在提醒： 麻辣，不只是味覺，而是一種勇敢； 熱湯，不只是食物，而是一種設計的溫度； 每一張桌子，都是人生故事的縮影。 「冒香香」想帶給人的， 不只是「吃得飽」或「吃得好」，而是一種感受： 感受到設計如何讓餐桌更有溫度； 感受到一鍋湯底如何映照人生； 感受到品牌如何用美學與堅持，去承載每一次相聚。 「 冒香香 邊口人生，敢吃敢冒險！ 」
客戶 ｜ 冒香香
整體品牌識別設計 ｜ 厚禮牛設計Holycow design
攝影企劃 ｜ 厚禮牛設計 Holycow design
食物造型 ｜ 食攝女子
攝影 ｜ 本格
The beginning of Mao Xiang Xiang was not a written plan,but a late-night conversation among friends.An uncontainable passion—like a pot of broth that starts simple,then slowly releases its aroma as each ingredient is added,layer by layer, building a flavor that is rich, honest, and real.
We believe a dining table is more than a place to fill the stomach.It carries memories and emotions.What the ladle lifts is not only taste,
but encouragement between friends,companionship within families,
and the quiet understanding between lovers.Every gathering is a gentle conversation with life.
but encouragement between friends,companionship within families,
and the quiet understanding between lovers.Every gathering is a gentle conversation with life.
Countless rounds of testing were never just about balancing numbness and heat,but about capturing a feeling that lingers after the first bite.
The subtle numbness of Sichuan peppercorns reminds us of courage.The fiery heat of chili awakens passion.And in the space between aroma and flavor,what we hope remains is a sincere warmth.The brand’s design philosophy centers on warmth, nature, and persistence.Orange reflects the intensity of the broth,deep green represents the honesty of ingredients,and beige—light like rising steam—brings calm and ease.These colors are not random combinations,but an emotional balance.
The typography draws inspiration from ascending steam,allowing the letters themselves to carry the movement of aroma.
The subtle numbness of Sichuan peppercorns reminds us of courage.The fiery heat of chili awakens passion.And in the space between aroma and flavor,what we hope remains is a sincere warmth.The brand’s design philosophy centers on warmth, nature, and persistence.Orange reflects the intensity of the broth,deep green represents the honesty of ingredients,and beige—light like rising steam—brings calm and ease.These colors are not random combinations,but an emotional balance.
The typography draws inspiration from ascending steam,allowing the letters themselves to carry the movement of aroma.
Photography follows the same belief.It is not only about capturing fresh ingredients or the rolling boil of the broth,but about freezing the interplay of heat, color, and atmosphere. Each frame serves as a reminder:Spicy is not just a taste—it is courage.Hot soup is not just food—it is warmth through design.Every table is a reflection of life’s stories.
What Mao Xiang Xiang hopes to offer is more than “eating enough” or “eating well,”but a feeling:feeling how design brings warmth to the table;
feeling how a pot of broth mirrors life itself;feeling how a brand carries every gathering through aesthetics and unwavering commitment.“Mao Xiang Xiang — Life on the Edge, Dare to Eat, Dare to Venture.”
feeling how a pot of broth mirrors life itself;feeling how a brand carries every gathering through aesthetics and unwavering commitment.“Mao Xiang Xiang — Life on the Edge, Dare to Eat, Dare to Venture.”
