MENOGGA 米洛甲

1983ASIA 亞洲設計 Asia Design Shen Zhen SUSU & YAO 楊松耀&蘇素 Branding design 米洛甲 MENOGGA 品牌設計

MENOGGA 米洛甲

The Zhuang minority culture has a legend that human are born from flowers, and today they still worship the goddess named Menogga(also known as ‘Huapo’).

1983ASIA team conducted cultural research into ‘Menogga’.In the study, we discovered that the Zhuang minority worships heaven, earth, and animals such as frogs, birds and fish totems based on their farming society. The matrilineal society is inherited and expanded into their culture and art. It also retains the aesthetic feelings of many matriarchal societies and extends the aesthetic characteristics of women’s aesthetics.Flowers are the container that fosters cultural emotions and good life among the various ethnic group in Guangxi province.Similarly, many other civilizations worship flowers.

Therefore, 1983ASIA proposed the creative concept of “everything is born from flowers ” based on flower symbolization as flower can combine different civilizations and cultures. This concept explains the Zhuang natural connotations of the female spirit, fraternity and tolerance, and the endless life cycle.We injected this concept into the brand and explained it in a deeper and more meaningful way.It represents multi-integration of the Zhuang culture.

The brand name "Menogga" is developed from these.Making "Menogga" become a promoter of Guangxi province aesthetics culture is our design goal!

广西壮族文化中有着“鲜花诞人”的传说，现今依然有着对创世女神“米洛甲”（又称花婆）崇拜的风俗习惯。1983ASIA对“米洛甲”的文化特质进行深入研究。在这其中我们同时发现，壮族自古因农耕社会而有着对天地万物，如蛙、鸟、鱼图腾的崇拜，亦保留了较多母系社会的审美情感，延伸出以女性审美为角度的美学特点。而花则是联结广西各个族群间孕育文化情感与美好生活的容器，世界各民族中也有“花崇拜”的现象，所以1983ASIA提出“花育万象”的创意概念，以“花”为形象作为联结不同文化的最佳媒介，将壮族天然内涵着的女性精神、博爱包容以及对生命不息的美好期许注入品牌，赋予其更深的解读。同时也是壮族文化多元融合的性格特点的体现。而品牌名称也就此诞生，让“米洛甲”成为广西民族传世美学在世界上的推广者，是我们这次的设计目标！

CATEGORY｜BRANDING DESIGN 品牌設計 AGENCY｜1983ASIA DESIGN DIRECTOR｜SUSU & YAO 苏素 & 杨松耀 EDITOR｜WANG YA QIAN 汪雅倩DESIGN｜SUSU, YAO, LI HONG YU, HE JING, CAI XIU LING 苏素, 杨松耀, 李鴻宇, 賀靜, 蔡秀玲 YEAR｜2018 COUNTRY｜CHINA, GUANG XI 中国, 廣西