I am Siew Pei Wen, a Graphic Design and Multimedia student in UTAR (Universiti Tunku Abdul Rahman), passion in photography, creative advertising, social media content and especially branding. Therefore, I chose to specialize on branding for my Final Year Project.
About the Company
In this project, I rebranded Taiyo Food Enterprise to upgrade their corporate identity and reconstructed their product line logo (Akeno Premium Mochi) to refresh the product brand. Taiyo Food Enterprise is a food manufacturer and distributor in Malaysia since 2016. The company name “Taiyo” was originated from Japanese pronunciation which means the sun or big ocean as they started up by selling frozen mochi which is a well-known Japanese dessert and they wish to establish an authentic and quality image with a good beginning. Their products are made up by real fresh fruits and purees without artificial flavouring yet selling at affordable price. Focusing on Business-to-business (B2B) marketing, they specialist in frozen mochi mass production, selling it directly to other brand/ retailers/ distributors/ entrepreneur who would rebrand the products themselves before resell it out again to the end consumers. However, Taiyo have recently expanding their market from B2B to B2C (Business-to-consumer) by accepting personal order, selling directly to end consumers too.
For the company---
1) the brand personality of Taiyo, made up by three keywords: authentic, quality and professional,
2) the company’s future plan to include local food in their product lines, and
3) the current logo is fully Japanese associated,
the new design will focus on the authentic and originality quality of their food and services, at the same time move the company perception from “a Japan company/ Japanese food company” into “a more local and Asian-based company”.
The use of bright red and a bird flying across sunshine as in the previous logo is filtered as I want to tone down the strong association towards Japanese culture and expands it towards more Asian and Chinese culture in general. This gives the company more room to expand their product line in the future.
Traditional Chinese or Asian culture elements such as the use of dark red colour scheme, Chinese ink seal, ink painting, calligraphy, are referred and reflects on the logo icon and typography to enhance the feel of authentic local and Asian brand. With this direction, it fulfils the function of corporate identity for current and future use.
All the items in the project are designed with simple and straight forward elements, with the signature brand of red stripe in combination with the use of corporate colour that is applied across every design element to foster the brand voice and image. The functionality of different branding items is considerate to communicate the right and clear message to the target audiences including the distributors, retailer and end consumers.
For the product line---
I have modified their original product line logo (Akeno Premium Mochi) into a new look. The name Akeno which means beautiful sunrise in Japanese will be kept unchanged and the mascot are retained in the logo to ensure current customer will still be able to recognize the brand yet it looks more appealing and refreshing to them. The layout is changed so that it is more interesting and better fits to the packaging. Some tweaks are done to add on the local/ Asian impression despite the Japanese name. Changes made include 1) the Japanese type characters of Akeno “あけの” is eliminated but keeping the English version, 2) Chinese calligraphy brush stroke style is applied into the logo typeface and the mascot (which seems to be drawn out by calligraphy and 3) the word “premium mochi” is highlighted with Chinese ink painting. The product logo is applied on the packaging of the frozen mochi such as the packaging sleeves, singlet plastic bag (for small order), carton box (for bulk order to area near Petaling Jaya) and foam box (for bulk order to long distance). The product packaging itself, which is a clear, transparent plastic printed only with some texts of flavour, nutrients fact, expiry date, net weight and halal logo is not modified as it might be rebranded by the buyers (of B2B) afterward, therefore instead of changing the packaging, a packaging sleeve is added with indication of the product brand and the company’s contact details so that the branding could be reflect when it comes to B2C.
Through this project---
I hope that Taiyo Food Enterprise and their product line Akeno Premium Mochi could gain recognition in the market, create trust and brand awareness among target audience as well as motivate customers’ purchasing with this newly establish image. At the same time, I hope to actively enhance my skills in branding design that could benefits me in the future workplace.
The project is solely for academic assignment purpose. All the works represent my own concepts supported with materials such as text and visuals that belongs to authorized parties, the client (Taiyo Food Enterprise) and online sources are applied. For further information on the copyright and sources of non-original materials used, kindly refer to the Reference & Acknowledgement list provided at the end of my exhibition page.
The project is solely for academic purpose. All the works represent my own concepts supported with materials such as text and visuals that belongs to authorized parties, the client (Taiyo Food Enterprise) and online sources are applied. For further information on the copyright and sources of non-original materials used, kindly refer to the Reference & Acknowledgement list provided at the end of my exhibition page.
Corporate Identity System
A5 Company Style Guide Flipbook
A5 Corporate Profile Flipbook
Staff Cap & Polo T-shirt
White Blouse with Apron
Akeno Premium Mochi Packaging Sleeve
Plastic Singlet Bag
Tent, Backdrop, Counter & Standing Banner
Standing Banner & A5 Leaflet
Tissue Paper Napkin & Shopping Bag
Sampling Paper Cup
Cold Storage Freezer