圖片說明：美可特品牌企劃設計有限公司-吾穀茶糧；圖片提供/台灣創意設計中心

「SIID CHA」客家發音，音似食茶，為喝茶之意；「吾穀茶糧」更有著分享大地時和歲豐涵義。扭轉傳統老氣形象，明確品牌定位，從品牌VI識別、包裝設計、櫃位陳列、餐點研發、店鋪形象的空間安排，打造年輕人也想購買的五穀飲品牌。

圖片說明：美可特品牌企劃設計有限公司-吾穀茶糧；圖片提供/台灣創意設計中心

《吾穀茶糧》產品種類豐富多樣，透過團隊的整合梳理，分成樸實米麩、穀茶飲品、花果擂茶、天然吾穀飲、米果粒、隨身包與隨身包伴手禮盒等系列，維繫著「新台灣食茶趣」概念，各發展出不同取向的包裝設計。包裝設計規劃同時保有品牌一致調性，並凸顯各系列產品特色，簡約清新的現代感，注入手繪插畫小品風格，古早茶器杯具，搭配輔助圖形、色彩、材質等，帶入當地文化特色，柔和溫雅的色系應用，將客家傳統情感與當代思維具體呈現，提升整體品牌精緻度與美感，以客家本味，保留「舊食」情味，雙手研磨「新台灣食茶趣」，帶領消費者體驗新式擂茶滋味。

圖片說明：美可特品牌企劃設計有限公司-吾穀茶糧；圖片提供/台灣創意設計中心

在團隊規劃下，2011年，九份的第一家門市開幕，於2014年進駐臺北松菸誠品，企圖打造嶄新精緻食茶空間，品牌與銷售通路發展同步並進，循序累積國內外旅遊觀光客的信任與喜愛。

“Siid Cha” originated from unsophisticated Hakka Culture in which they have dense emotions toward grains. Reserving human touch of 「traditional food」by Hakka flavor. Hold the warmth of life on hand, Have a Return to Innocent Trip which chasing the Sun. Finally, taste “New Taiwan SIID CHA For Fun” .

We are going to break through the tedious traditional image and create a young fashion brand of grain drink. For the convenience bag series, we designed the packaging with a color code to make it easy to be classified and added with new series. For the rice bran series, to present the concept of the early sewing machines of Lin Yuan Food we designed the packaging in brown paper bags sealed with sewing cotton thread. All the designs are consistent with the idea of “New Taiwan SIID CHA For Fun” , all the ancient tea sets are painted with illustrations presenting a modern minimalist style which could break through the tedious image of traditional grain drinks. For the gift series, we add elements of local cultures; we use nine circles to present the culture background of Chiufen (which has the same meaning of “nine” in Chinese) and the gradient colors present the changeable climate here. The packaging of the gift series is a box assembled by chipboards that ploughed and joined with each other, which makes the box lightweight and durable as well as easy to be carried.

In addition to winning various awards at home and abroad, our first store was opened in 2011 in Chiufen under the endeavor of our work team. Another store was opened in Eslite Spectrum Songyan in Taipei in 2014. We pay efforts to develop the brand as well as sales channels and continually accumulate the trust and love from customers both at home and abroad.

圖片說明：法博思品牌行銷與設計創新顧問公司-艾伊伯特品牌識別設計；圖片提供/台灣創意設計中心

艾伊伯特為新創品牌，以進口德國啤酒為主要營業項目，其進口之啤酒均遵循1516年德國純酒令釀造，僅使用麥芽、水、酵母、啤酒花，為最大特色，且第一批進口的酒廠─符茲堡¬皇家酒廠，為巴伐利亞北方最著名且歷史悠久之酒廠。艾伊伯特的品牌精神著重傳遞德國傳統酒廠的精釀啤酒與經典口味，並進一步帶領25~35歲之間的消費者認識與享受德國啤酒的傳統口味與悠久文化。

圖片說明：法博思品牌行銷與設計創新顧問公司-艾伊伯特品牌識別設計；圖片提供/台灣創意設計中心

市售競口啤酒之商標設計多從兩種面向進行設計，一為文字加上圖標，一為文字加上象徵性符號如泡沫、小麥等元素，以較傳統、經典的設計手法呈現。而艾伊伯特雖強調純酒令及悠久歷史，在品牌識別設計上則是巧妙融合德國元素，以簡潔的啤酒杯圖像呈現德國BAUHAUS設計風格以及品牌主要經營項目，運用字體與幾何圖形的組合傳達現代感，期望與主要消費族群建立橋樑。

圖片說明：法博思品牌行銷與設計創新顧問公司-艾伊伯特品牌識別設計；圖片提供/台灣創意設計中心

為呈現艾伊伯特品牌中，理性嚴謹的德國精神與簡約經典的品牌調性，在色彩的應用上使用沉穩的黑色，搭配屬於大地色的杏色，呼應產品本身的原物料特質，並在商業交流時，達到建立品牌識別度並闡述品牌形象的效果，而化繁為簡的配色方式亦可激起目標族群對於追求生活品味的共鳴。

EIN PROSIT is a new brand that imported German beers as main business, the beer labels it imported all follow the German Purity Law of 1516, which specifying only three ingredients- water, malt and hop- can be used for the brewing of beer; and the very first imported beer label of EIN PROSIT is the most famous and historic brewery in the north of Bavaria- Würzburger Hofbräu.

EIN PROSIT aims to deliver the classic flavor and craft beer of traditional German breweries, and further to lead their target consumers who between 25 and 35 years old to know and enjoy the traditional flavor and the long culture of German beer.

The trademark design of competing beer labels normally use traditional and classical design to present, and spread in two directions, one for text with icons, and one for text with symbolized icon of beer, such as bubble and wheat. Although EIN PROSIT focus on emphasizing the Purity Law and the historic culture of German beer, the identity design integrated German elements cleverly, using a simple shape of a beer mug to show the design style of BAUHAUS, and also present the main business item of the brand. The combination of typography and geometry conveys modernity, expecting to connect with target consumers.

In order to present the intellectual rigor German spirit and classical simple brand tone, the using of color chose calm black with beige which belongs to earth color, and connecting to the ingredient of beer. It can reach the goal of establishing brand recognition and delivering brand image during business communication; while simplifying the color palette can also provoke target consumers’ resonance to pursue the taste of life.

相關網站：
金點設計獎官網：
http://www.goldenpin.org.tw/tw/
新一代設計展官網：
http://www.yodex.com.tw
金點新秀設計獎Facebook粉絲專頁：
https://www.facebook.com/YoungPinDesign

更多建築相關活動資訊，請上【欣建築-金點設計】
http://bit.ly/1y9HtQL

更多國內外建築脈動及作品介紹請上【欣建築】
https://solomo.xinmedia.com/archi

圖文提供/台灣創意設計中心；編輯/何?融(何熊貝)

金點設計-吾穀茶糧、艾伊伯特品牌識別設計