Reddot Award 2017

 

  • 布拉谷企業-部落米包裝設計-獲得德國紅點設計獎-社會責任類

2017紅點傳達設計獎來自全球50個國家,超過8,000件作品共同角逐,很榮幸我們獲得紅點設計獎的殊榮。由布拉谷社會企業生產的產品-部落米,為提供原住民部落有更多的工作機會,廣銷原住民出產之農產品,並解決部落現有狀況,布拉谷企業創立了,期望透過社會企業的念,以商業模式解決社會問題,幫助當地農民,也同時幫助當地弱勢的孩子們。本著永續經營的理念,鼓勵擁有相同意象之部落小農簽訂契作,一同努力,且為提供消費者安心、安全、美味兼具的農產品,布拉谷企業用心挑選農家、嚴格把關農藥使用、堅持減少化學肥料。品牌標誌設計重新解構文字,並以原住民特有的編織特色來增添其獨特性,再局部延伸將山林與布農圖騰的三角元素和米字樣融入,充分表現出布農族獨樹一幟的傳統風格。整體視覺使用圓形,圓代表豐盛,圓滿之意,使用大自然色系與暖色調,象徵產品來自純淨、天然且無農藥的土地,以及台灣原住民溫暖、親切的人情味與用心耕種。另外,水彩插畫的手法,繪製布農族最具代表性的文化-八部合音,其代表意思為祈禱豐收,並加入布農族特有的畫曆元素,紀錄四季耕種事項與歡呼收割的過程。線條代表了層層雲朵,與下方山峰與稻田呼應,直接將畫面視覺帶入於稻米種植地-池上鄉。

The purpose of founding this brand is because of creating job opportunities for the aboriginals and offering safe, healthy and tasty crops without chemicals added. The brand solves society problems by business model which is exactly the same as the concept of social enterprise.Using the features of aborigines, weave, Gunther and mountain to the design.The text will be re-constructed using the weaving culture and colors to create a higher brand identity. And the triangular elements of the mountains combine with the Chinese letter for rice.It’s fully demonstrated the unique style of the Bunun tribe. The whole visual concepts uses natural colors which means the product is from pure, natural and no pesticides land. And warm colors indicates the friendliness of the indigenous Taiwanese .In addition, using watercolor illustration methods to sketch out the Bunun tribe’s most symbolic culture , Pasibutbut , which means prayer for the harvest.Moreover, the design includes the Bunun tribe’s drawn calendar, which records the four seasons of farming and the process of harvest. The design on the packaging represents the layer of clouds, which corresponds to the mountains and fields below the clouds bringing the visual focus onto Chishang village.