CLIENT: WARMTREES
ART DIRECTOR: Haruka&林P酱
DESIGNER: Haruka&林P酱
Illustrator插畫：林P酱&Haruka
Photographer/ Fashion design 攝影/服装设计： WARMTREES
YEAR: 2021
ART DIRECTOR: Haruka&林P酱
DESIGNER: Haruka&林P酱
Illustrator插畫：林P酱&Haruka
Photographer/ Fashion design 攝影/服装设计： WARMTREES
YEAR: 2021
项目背景：
福州鱼丸是一种深受当地人喜爱的传统小吃，以外皮鱼肉弹牙爽口、内馅猪肉油润浓香带汁水著称，逢节日或客人探访，老福州人的餐桌上一定会有一大份鱼丸，看着几枚煮好的圆丸子被捞起放入碗中，倒入高汤，撒上葱花和白胡椒，滴上几滴白米醋，一碗冒着热气、飘着香味的鱼丸汤就做好了，一口下去满是满口生津， 这是属于福州的在地味道。
福州鱼丸是一种深受当地人喜爱的传统小吃，以外皮鱼肉弹牙爽口、内馅猪肉油润浓香带汁水著称，逢节日或客人探访，老福州人的餐桌上一定会有一大份鱼丸，看着几枚煮好的圆丸子被捞起放入碗中，倒入高汤，撒上葱花和白胡椒，滴上几滴白米醋，一碗冒着热气、飘着香味的鱼丸汤就做好了，一口下去满是满口生津， 这是属于福州的在地味道。
Project background:
Fuzhou fish ball is a traditional and famous local snack, it is famous for its delicious minced fish mix with sweet potato powder outside and juicy pork stuffing inside. Every time when a holiday / relatives or friends are coming, the old-style Fuzhou natives will cook it for celebrate holidays or the guests, they watched the fish ball boil and put them into a bowl then pour in some fish soup, with a little be minced green onion and white pepper, a few drops of rice vinegar, now we get a bowl of steaming and fragrant fish ball soup, is very tasty and juicy and it belong to local flavor of Fuzhou.
Fuzhou fish ball is a traditional and famous local snack, it is famous for its delicious minced fish mix with sweet potato powder outside and juicy pork stuffing inside. Every time when a holiday / relatives or friends are coming, the old-style Fuzhou natives will cook it for celebrate holidays or the guests, they watched the fish ball boil and put them into a bowl then pour in some fish soup, with a little be minced green onion and white pepper, a few drops of rice vinegar, now we get a bowl of steaming and fragrant fish ball soup, is very tasty and juicy and it belong to local flavor of Fuzhou.
项目介绍：
作为扎根于福州的独立原创设计/生活方式品牌，WARMTREES在这座节奏缓慢、人文生活气息浓厚的城市里，产生了许许多多新鲜有趣的灵感。主理人ashu也希望通过品牌，和本地更多好玩的人合作，与我们生长的城市建立起更多的联系。
作为扎根于福州的独立原创设计/生活方式品牌，WARMTREES在这座节奏缓慢、人文生活气息浓厚的城市里，产生了许许多多新鲜有趣的灵感。主理人ashu也希望通过品牌，和本地更多好玩的人合作，与我们生长的城市建立起更多的联系。
MOOTH承接了此次快闪店的视觉设计 / 服饰、包袋及福袋图案，这一次以福州的传统小吃鱼丸为灵感，将鱼丸/咖啡/服饰三个类别分别提取，设计出食物/服饰元素的不同形态、原料和场景等图形。通过现代审美与设计方式，希望串连起传统小吃和时尚品牌。
Project introduction:
WARMTREES as a fashion and lifestyle brand base in Fuzhou, this city full of humanistic with an old style and slow-paced of life. Fuzhou gives the brand Owner "ashu" with lot of inspiration, so he hopes that through the brand and this event to work and play with more interesting local people and build more connections with the city we grew up.
WARMTREES as a fashion and lifestyle brand base in Fuzhou, this city full of humanistic with an old style and slow-paced of life. Fuzhou gives the brand Owner "ashu" with lot of inspiration, so he hopes that through the brand and this event to work and play with more interesting local people and build more connections with the city we grew up.
MOOTH designed all of visual elements for this project, including clothes / bags patterns and lucky bag. We are inspired by the traditional snack fish ball in Fuzhou, then extract design elements from fish ball, coffee bean and clothing show room stuff, and create / redesign different shapes, food ingredients and interesting scenes. We hope to use this modern vector illustration and design form to make the connection between traditional snack and this life style brand.
In Fuzhou's most representative street "Three Lanes and Seven Alleys", we cooperated with Fuzhou's local eco-agriculture and food brand "Champion Wu "and Fuzhou's local boutique coffee shop "Coffee Dan", to opened a three-day store called "WARMTREES farci market pop-up store".
创意介绍：
在视觉的形式上，首先将主要元素进行了整合，考虑到在服饰方面，元素的利用率、制作工艺的可实施性、服饰配饰载体后，决定在项目中采用了一整副KV视觉画面，以格子区分不同元素主题，方便后续视觉、物料延展及不同载体的适配。
在视觉的形式上，首先将主要元素进行了整合，考虑到在服饰方面，元素的利用率、制作工艺的可实施性、服饰配饰载体后，决定在项目中采用了一整副KV视觉画面，以格子区分不同元素主题，方便后续视觉、物料延展及不同载体的适配。
视觉图形的选择上从鱼丸/咖啡/服饰三个类别分别提取，选出猪肉/鱼头/丸子串/手捧鱼丸碗/咬开的丸子/堆叠的盘子/咖啡豆/服装配饰展示区/店员手捧鱼丸/制作鱼丸的手势/吃空鱼丸一系列图形，并且进行简化跟重组。选用了中等描边粗细的矢量纯色图形以方便服装制作进行TPU烫标/烫画/刺绣/丝印/发泡印花等工艺。
画面的内容除了KV主视觉的整合画面外，在咖啡窗口配合手搓咖啡豆的视觉，展厅建筑外搭配了限定版建筑风格海报，还设计了手绘风格四格漫画展示鱼丸制作步骤，以应用在限定款卫衣上。主视觉画面除了应用在线下展厅布置，其中设计元素及画面提取后也应用在品牌电商“WARMTREES FARCI MARKET有料市场”限定款服饰、包袋及福袋小礼物上。
Visual design introduction:
The first of all in this design instance, we use brainstorming to integrate information, we recognize for the clothing, the very important things are design elements utilization rate, easy to make the patterns and choose the right design form，and the design should suitability of print or web display and products design, so we decided to use a whole graphic visual in this project, and use block to separate different theme，it is also easy to use for customer redesign.
The first of all in this design instance, we use brainstorming to integrate information, we recognize for the clothing, the very important things are design elements utilization rate, easy to make the patterns and choose the right design form，and the design should suitability of print or web display and products design, so we decided to use a whole graphic visual in this project, and use block to separate different theme，it is also easy to use for customer redesign.
For the shapes, we choose and redesign some elements like pork, fish head, fish ball string, take a bite of the fish ball, etc., then make them simplification and rearrangement. We choose medium stroke pure color shapes for clothing TPU label, embroidery, screen printing, puff printing, etc.
In addition to the main key visual, we have a coffee window visual with the hands play coffee beans, main building limited poster, we also designed a hand-painted style four frame manga for the limited sweater. The all visual elements not only use in the pop-up store but also in online store clothes , accessories，bags and lucky bag.
