許苑
HSU’S PROMISE
許苑，原名為屘嬸婆，是一間從傳統市場發跡的老品牌。以獨到風味的酸白菜、泡菜與鹹豬肉為主要商品。在許家二代兄弟加入一代經營後，希望改變原本陳舊的形象與品牌命名，也期待以幽默趣味的品牌個性，重新調整方向吸引不擅長採購料理的年輕客群。用完全不同的角度切入市場，讓傳統小吃賦予全新感受。在考慮到產品規劃與復古結合創新的品牌理念下，我們以“許苑 Hsu’s Promise” 為品牌名稱，除了表現許氏兄弟與家人合作創業的傳承性，也表示許家大院好手藝的自信，結合許願的諧音，希望可以呼應消費者期盼好料理的心情，也代表許家人在品質與口味上的承諾。
再對品牌核心與目標市場進行規劃與市場競品的分析研究後，我們決定避免傳統中式的風格，展現年輕一代的創意，期待在泡菜豬肉的市場中建立獨樹一格的視覺設計，也因為許老闆略帶紳士風格的品味讓我們印象深刻，這樣與傳統小吃的反差感讓我們決定採用較為粗獷、帶有美式復古理髮廳的經典感元素，蓄著鬍子的餐廳大廚用心設計食物，用筷子或湯杓料理調味。除了表現出許苑的豪邁口味，除了表現在商標與輔助元素，也延伸到商品包裝與形象攝影。
Hsu's Promise is a locally well known homemade food provider located in Yinnge, Taipei. Good reputation
of their cuisine has been established for several years, and now the 2nd generation, Hsu's 2 sons, is trying to take the brand to another level by identity redesign.
A chef is like an artist of flavor, so we choose to illustrate Hsu brothers as stylists using chopsticks instead of scissors. A retro western barbershop style is adopted to show the spirit of passion and boldness.
of their cuisine has been established for several years, and now the 2nd generation, Hsu's 2 sons, is trying to take the brand to another level by identity redesign.
A chef is like an artist of flavor, so we choose to illustrate Hsu brothers as stylists using chopsticks instead of scissors. A retro western barbershop style is adopted to show the spirit of passion and boldness.
Credit:
Client: 呈冠坊
Project Director: Chi-yao Tang
Design Manager: Hsiang Chia Wu
Art Director: Burusu Huang
Designer: Burusu Huang、Yi Wang
Print: 易加印刷 Sam Hsiao
Photography: 唯物影像工作室、Chi-yao Tang、Burusu Huang
Project Director: Chi-yao Tang
Design Manager: Hsiang Chia Wu
Art Director: Burusu Huang
Designer: Burusu Huang、Yi Wang
Print: 易加印刷 Sam Hsiao
Photography: 唯物影像工作室、Chi-yao Tang、Burusu Huang
