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Tong Chuan Chilli Sauce
台中東泉辣椒醬

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

台中東泉食品工廠

品牌形象識別重塑、包裝設計

2020

台中東泉辣椒醬是台中東泉食品工廠出品的台中名產,在台中,東泉幾乎就是辣椒醬的代名詞。本計畫為針對東泉辣椒醬品牌進行重新塑造,並針對不同消費場合設計不同包裝。

為了確保消費者能將新的品牌視覺與過往的印象連結,在色彩計畫上進行微調,並以『東泉』作為標籤(品牌)的主要視覺中心。而原本包裝上就有的辣椒圖案則進行最佳化,將原本有機的造型轉換為幾何對稱的圖騰。

​包裝方面,特別規劃黃色醬料擠壓罐的版本以及透明家用塑膠瓶裝版本。黃色版本作為提供餐飲業使用的包裝,透明家用塑膠瓶包裝則提供一般家用銷售,並藉由透明包裝呈現辣椒醬的原色,將辣椒醬本身的顏色作為品牌標準色的一環使用。

Tong Chuan Chilli Sauce is a famous local speciality produced by Tong Chuan Food Factory in Taichung. In Taichung, Tong Chuan is almost synonymous with chilli sauce. This project aims to reposition the Tong Chuan Chilli Sauce brand and design different packaging for various consumer occasions.

The new brand ensures that consumers can connect the new brand visuals with their previous impressions; slight adjustments were made to the colour scheme, with "Tong Chuan" as the main visual centre of the label (brand). The original chilli pattern on the packaging was optimized, transforming the organic shape into geometric, symmetrical motifs.


Regarding packaging, a special version in yellow squeeze bottles was designed for the food service industry, while a transparent plastic bottle version was created for household use. The yellow version is intended for the catering sector. At the same time, the transparent packaging showcases the natural colour of the chilli sauce, incorporating the sauce's colour as part of the brand's standard colour.

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