The organic chickens from Yunlin has been carefully monitored for high quality and safety for each and every consumer, from breeding, feeding, slaughtering, to processing. The organic chicken farm has been in operation for decades, and from the very beginning, the small chick is given dedicated attention with high-quality food and excellent living conditions. With a focus on natural, healthy and delicious food, this local brand is built upon a rich history of chicken breeding and a commitment to strict quality control. In recent years, there have been problems in the area of promotion for the brand. The brand image was too complicated, difficult to use, inflexible, and didn’t stand out. For that reason, we hope to reimagine the brand and redesign the logo and then extend that design to implement it into the New Year’s gift box.
For the creation of the logo design, we removed the original convoluted design elements, including the mountains and scenery, and focused rather on the brand’s competitive advantage, which is the red-feathered chicken. The design intentionally outlines the crest, the tail and the feathers to clearly highlight the brand features. The feathers are shaped in form of water drops to represent the brand’s core product: the chicken essence. Moreover, the design has a rubbing print texture to give the logo a more warm, humble, and rustic feel.The font design uses the Chinese Ming font to give a more folk feeling, as it has the appearance of being hand-written, while not losing its sense of professionalism. Additionally, the design ingeniously integrates into the font elements of the clouds, mountains, and chicken feet into its contour, echoing the inherent brand value without making the design feel too childish, careless, or amateurish.Auxiliary contour lines are used to create the imagery of the chicken as if running between the mountains and the clouds, while also giving the impression of a emblem as if a certification stamp, while also creating the suggestive image of the chicken stew in a pot, thus adding a greater vitality and flexibility to the overall brand image for further application.In this manner, enhancing the brand’s image and class, while at the same time not making it too distant from the consumer. Thus, achieving the goal of redesigning the brand recognition, which was to retain the indigenous and local feel of the brand, while still emphasizing the cheerfulness and joy of a gift box.The design concept uses geometric shapes, irregular line patterns and color blocks to comprise the local scenery. The outline edges of the color blocks are design to appear as if torn by hand, thus giving a more rustic feel to it. These blocks are dispersed, some in tight composition, some spread out, and in combination with warm colors symbolizing the chicken and the land, together they provide the final touch to the overall visual.The packaging sleeves are designed with a gold stamped logo to enhance the quality of the gift box. In the future, the design of the sleeves can be adjusted according to themes of particular festivals, giving the gift box variety in its design.