来自云林的领先土鸡，从育种、饲养、电宰、加工层层控管，替消费者严格把关。拥有自家经营数十年的土鸡饲养场，小鸡阶段就用心给予优质的饲料和生长环境，长久以来主打天然、健康、美味，是一个具备丰富饲养经验、对品质严格坚持的在地品牌。近年来因品牌包装行销推广上，面临品牌识别过于复杂、难以灵活运用，及识别性不高的问题，希望重新诠释品牌精神，重新设计优化logo。进而延伸设计，推行一款崭新形象的品牌年节礼盒。

在logo设计发想上，排开原有繁复的山岭和景色元素，以品牌坚持育种的红羽土鸡特征为主轴，特别著墨勾勒出鸡冠、鸡尾、羽毛流线的特征，让识别简化更彰显品牌特色，羽毛的表现上融合滴滴纯粹的语汇，传达品牌主力产品——鸡精的意涵，整体结合拓印手感的纹理，让logo多了本土、质朴的温度，标准字设计则以粗细有致的明体表现人文、偏手写但不失专业稳重的设计主轴，字体局部巧妙融入云朵、山岭、鸡脚的线条，呼应品牌价值，同时不流于格局太小、可爱或过于手感。土鸡活力奔跑在山岭云雾之间的意象，如同徽章认证、又像在锅内炖熬的设计意涵，则透过辅助线条的方式，让品牌识别有了更活泼灵活的延伸应用。提升品牌形象和质感、却不过于高贵有距离，保有乡土在地意涵又不失赠礼喜气的礼盒，是品牌识别优化后首推礼盒设计的主要诉求。设计构思以大块面、几何且不规则线条和色块表现云岭场景，手撕边线般的色块处理，烘托在地乡土的质朴，色块有疏有密的构图意境，透过象征土鸡和大地的暖色调搭配，让整体视觉更增添细腻度。袖套的设计以烫金表现logo，提升礼盒的层次和质感，未来更可以因应不同节庆主题，改变袖套的设计样式，让礼盒在既有形象中有更丰富的变化性。

 

The organic chickens from Yunlin has been carefully monitored for high quality and safety for each and every consumer, from breeding, feeding, slaughtering, to processing. The organic chicken farm has been in operation for decades, and from the very beginning, the small chick is given dedicated attention with high-quality food and excellent living conditions. With a focus on natural, healthy and delicious food, this local brand is built upon a rich history of chicken breeding and a commitment to strict quality control. In recent years, there have been problems in the area of promotion for the brand. The brand image was too complicated, difficult to use, inflexible, and didn’t stand out. For that reason, we hope to reimagine the brand and redesign the logo and then extend that design to implement it into the New Year’s gift box. 

For the creation of the logo design, we removed the original convoluted design elements, including the mountains and scenery, and focused rather on the brand’s competitive advantage, which is the red-feathered chicken. The design intentionally outlines the crest, the tail and the feathers to clearly highlight the brand features. The feathers are shaped in form of water drops to represent the brand’s core product: the chicken essence. Moreover, the design has a rubbing print texture to give the logo a more warm, humble, and rustic feel.The font design uses the Chinese Ming font to give a more folk feeling, as it has the appearance of being hand-written, while not losing its sense of professionalism. Additionally, the design ingeniously integrates into the font elements of the clouds, mountains, and chicken feet into its contour, echoing the inherent brand value without making the design feel too childish, careless, or amateurish.Auxiliary contour lines are used to create the imagery of the chicken as if running between the mountains and the clouds, while also giving the impression of a emblem as if a certification stamp, while also creating the suggestive image of the chicken stew in a pot, thus adding a greater vitality and flexibility to the overall brand image for further application.In this manner, enhancing the brand’s image and class, while at the same time not making it too distant from the consumer. Thus, achieving the goal of redesigning the brand recognition, which was to retain the indigenous and local feel of the brand, while still emphasizing the cheerfulness and joy of a gift box.The design concept uses geometric shapes, irregular line patterns and color blocks to comprise the local scenery. The outline edges of the color blocks are design to appear as if torn by hand, thus giving a more rustic feel to it. These blocks are dispersed, some in tight composition, some spread out, and in combination with warm colors symbolizing the chicken and the land, together they provide the final touch to the overall visual.The packaging sleeves are designed with a gold stamped logo to enhance the quality of the gift box. In the future, the design of the sleeves can be adjusted according to themes of particular festivals, giving the gift box variety in its design.

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