The white radish cake represents a unique memory in traditional Chinese culture: both during Chinese New Year with the fragrance from the stove as grandma is preparing the food overwhelms the room, as well as being a key local dish during important festivals, especially when paying respect to the ancestors.
Inspired by the concept of abundance, ” Fong Shi Ji” conjoins the memories of Taiwanese traditional culture. Choosing amongst the local produced radish cakes, hand-made out of pure rice, to preserve the essence of traditional radish cake cuisine. With each and every bite you can taste the purity in the ingredients and the fragrance of the rice in the radish cake.
Since long ago, “Fong Shi Ji” has been selling in the traditional Taiwanese markets, gradually establishing a reputation, making their motto of “making every radish cake perfect” the center of their business. This time around, we hope to re-establish the overall brand recognition by optimizing the overall visual impression and expand beyond the current market.
In terms of brand recognition, the logo uses the concept of freshly cut-lines of the radish cake to cut out the lines resembling the Chinese character “粿” (Rice Cake). Thus, enhancing the viewer’s visual memory, while at the same time conveying the values of being a hand-made product with a combination of the latticed window design to fully echo the Taiwanese traditional rice cake cuisine culture.
The font uses traditional Chinese calligraphy to express the serenity, simplicity and professionality of this traditional cuisine, yet showing that it is not old-fashioned. The main color scheme utilizes gold, brick red, beige and black symbolizing the essence of the fresh ingredients, the annual festivities, the culinary flame, and the dedicated staff. Together, the colors draw out the warmth of Taiwan’s traditional radish cakes and at the same time display the detail and sophistication of high-end brands.
We have also planned for a series of photoshoots to strengthen the “Feng Shi Ji” core brand’s commitment to precision in the creation of the cuisine. Furthermore, through the display of home-cooking methods convey the founder’s profound devotion to radish cakes, so that all can experience the authenticity and delicacy of the brand.