金萱那提:形象影片| JinXuan Latte : Promotion video

JinXuan Latte : Promotion video of font marketing
主視覺設計:吳芷寧 jhih-ning ,Wu | 動態設計:陳巧育 Seed Chen| 影片配樂:曾元濃 Tyn Tseng 


|金萱那提 JinXuan Latte|

影片為新字型發表的形象宣傳,概念以「混合」為主題。新字型的開發過程如同在實驗室做科學實驗,量身定做調配完美的比例,配方以金萱茶混合牛奶,添加圓潤 (Chubby)、鮮美 (Juicy)、Q彈 (Gummy),混合出美味的視覺風味。

justfont 於 2018 年 8 月正式發表新字型系列「金萱那提」,為 justfont 金萱字型的延續之作,字型架構傳承金萱字型。金萱那提是一套混合圓體與明體的字型,外觀既有圓體的圓潤,又有明體優雅的曲線變化,圓潤之餘更有清爽感受。優雅的一面比喻為茶香,渾圓的厚度比喻為牛奶,justfont 將這兩大特點融合,成為全新的「金萱那提」。 

This is a video of marketing a font. The font is the latest concept published by justfont in 2018: Jinxuan Latte. Taking “mixing” as the concept of the film, the development process of the new font is like mixing mysterious elements in the laboratory to develop a new mixed style font. 

In August 2018, justfont officially announced its new font family“JinXuan Latte,” which is a new work based on the structure of the original“JinXuan” the world’s first East Asian ideographic typeface realized via crowdfunding in 2015. The name Jin Xuan is from a famous Taiwanese tea. When designers put milk into this drink, it became Jin Xuan “Latte”,The style of “JinXuan Latte” is combined with traditional Mingti (aHanzi counterpart of Serif typeface) and modern Yuanti(Roundedtypeface). Through the idea of tea and milk, our key visual represents the elegance of Mingti and loveliness of Yuanti. 


|U+1F95B|

U+1F95B 為文字系統的國際碼 (Unicode) 編碼的字碼,代表表情符號中的一杯牛奶,在飲料文化中加入牛奶通常稱為那提Latte,而 Jinxuan U+1F95B  即為金萱那提,也是這次產品發表會和計畫的名稱。

“U+1F95B ” is the font's Unicode that presents an emoji, a glass of milk, means Latte, an implication of the name of the font. That's why the project name is Jinxuan U+1F95B.


|動態設計 Motion Design|

前半段以實拍風格為開始,而後面的轉為向量的平面動態設計風格。由於行銷策略,我們以前半段當作活動的預告,引起大眾的討論與關注新字型的發佈活動,我們以保密的方式,直到當天產品發表會才公布字型的形象包裝。

The video starts with photography, but the middle section turns into the vectors  that created with motion graphics.Because of marketing strategy, we design former section of the video to be a teaser that creates curiosity drawing people toward the new font launching. We kept the secret that the latter half of the video containing the image of Jinxuan Latte until the font was released in the official publication.​​​​​​​


故事腳本Storyboard

Features of motion design
 U+1F95B : Event Teaser 
金萱那提:形象影片| JinXuan Latte : Promotion video
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金萱那提:形象影片| JinXuan Latte : Promotion video

影片為新字型發表的形象宣傳,概念以「混合」為主題。新字型的開發過程如同在實驗室做科學實驗,量身定做調配完美的比例,配方以金萱茶混合牛奶,添加圓潤 (Chubby)、鮮美 (Juicy)、Q彈 (Gummy),混合出美味的視覺風味。This is a video of marketing a Read More
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