老田庄

Lao Tian Zhuang

  • 日本純素食保健品識別系統設計丨包裝設計丨攝影企劃

「老田庄」源自1968年的舊品牌白面東楊桃汁,承襲原有的品牌理念,秉持新鮮、健康、自然的飲品精神,將台灣古早味的楊桃汁,保留最原始的美好滋味,增添多元創新的飲品調製方法,傳遞至每個人口中,耕耘拓展發揚至全世界。

品牌設計策略日式簡約風格為主要方向,定義品牌的專業與成熟定位,外框運用楊桃的星形意向作出家徽風格的簡約型態,保留原始精神象徵,中心使用代表小農老田庄的田字去作意象,讓觀者能直接聯想到農夫與自然食材。

字體設計中,整體字體重新打造依照品牌的市場消費群,在書法比例中做出平衡點,讓字體走向長久性的觀者角度,擁有自己的哲學性,以及品牌的溫暖親近與專業感。

色彩規劃以大地色田園暖色調,與新鮮楊桃的水果產品色結合,希望帶給消費者大自然農作的健康意象,有活力且正面的視覺設計。輔助圖案概念是用田地切割意象,營造陽光、熱情、自然、農田、簡單、經典的品牌氛圍,即象徵「老田庄」走過經典的50年,串連每分耕耘每分收穫的品牌精神,延續飲品的獨特風味。

“Lao Tian Zhuang” originated from the 1968 brand Bai Mien Dong Carambola Juice, inheriting the brand’s ideals of freshness, health and organic, and thus retaining the original taste and flavor of Taiwanese carambola juice. Adding to it, is a multi-faceted innovative approach of making this beverage so it can be available into every hand and every corner of the world.

The brand design strategy leans towards a more simplistic Japanese style, defining the brand’s positioning as professional and reputable. The outside circular frame uses the star shape of carambola as an outline, to preserve the original ideals of the brand, while using the Chinese character “田”, representing the fields of the farms, connecting the viewers with the farmlands and the ingredients of nature.

In terms of fonts, the design was rearranged to meet the needs of the target market, resulting in a balance in the proportion of the calligraphy of the font. Overall, more pleasing to the sight and having a philosophy of its own, while retaining the warmth and sophistication of the brand.

The color scheme is based on a combination of the warm earth colors and fresh colors of the carambola fruit, together giving the consumer the sensation of nature and health, vigor and bliss.

The concept in auxiliary designs is to utilize the farmland’s field patterns to create a warm, welcoming, natural, simplistic and classic brand image, symbolizing 50 years of “Lao Tian Zhuang”, tracing every ounce of harvest into the unique flavor of the drink.