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project
案例分享
Client
馬祖瘋炸雞｜全新馬祖式潮流炸雞
Design Scope
品牌設計、品牌識別、企業識別、商業攝影、門市形象設計、攤車設計
Project Overview
馬祖瘋炸雞從樂於分享的概念出發，以馬祖獨特的文化為靈感，將這些傳統元素融入炸雞品牌中。透過有趣玩味的品牌精神，翻玩馬祖當地著名的紅糟佐料與獨家組傳的紅麴秘方，賦予品牌現代、潮流的形象。
這種創新不僅在口味上為消費者帶來全新的體驗，也讓品牌展現了年輕化的態度與活力，吸引追求新奇感的年輕族群，讓他們在享受美食的同時，也能感受到馬祖的文化魅力。藉此，馬祖瘋炸雞打破傳統與現代的界線，打造出屬於馬祖的潮流炸雞品牌，成為市場上充滿地域特色和強烈識別的美食品牌。
Design Concept
在品牌設計上，有物設計以「享樂」、「趣味」與「潮流」作為品牌的主要概念，巧妙地將馬祖的文化融入品牌視覺中，例如：馬祖老酒、酒糟等具有代表性的元素圖像化，也運用馬祖話中的『卡蹓』一詞，象徵遊玩之意。
透過馬祖當地元素和大量趣味活潑的翻轉插圖與文字轉化，賦予品牌更多的層次內涵，更加深消費者對品牌的印象，堆疊出耐人尋味的獨門馬祖炸雞品牌。
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Project Overview
MATSU CRAZY CHICKEN is inspired by the joy of sharing and draws from the unique culture of Matsu, incorporating traditional elements into its fried chicken brand. By infusing the brand with a fun and playful spirit, MATSU CRAZY CHICKEN reinterprets Matsu’s famous red vinasse seasoning and an exclusive red yeast formula, giving the brand a modern and trendy image.
This innovation not only offers consumers a brand-new flavor experience but also presents a youthful and energetic vibe, attracting young people who seek novelty. As they enjoy the delicious food, they can also experience the cultural charm of Matsu. MATSU CRAZY CHICKEN bridges the gap between tradition and modernity, creating a trendy fried chicken brand unique to Matsu, and becoming a culinary brand with strong regional identity and distinction in the market.
Design Concept
The brand design focuses on the concepts of "enjoyment," "fun," and "trendy," seamlessly integrating Matsu’s culture into the visual identity. Iconic elements such as Matsu’s rice wine and vinasse are visualized, along with the local Matsu phrase ‘Ka-Liu’ (meaning ‘to play’), symbolizing a sense of adventure and enjoyment.
By blending local Matsu elements with lively and playful illustrations and text, the brand gains more depth and resonance, leaving a lasting impression on consumers. This creates a distinct and intriguing fried chicken brand with Matsu’s unique flair.
馬祖瘋炸雞從樂於分享的概念出發，以馬祖獨特的文化為靈感，將這些傳統元素融入炸雞品牌中。透過有趣玩味的品牌精神，翻玩馬祖當地著名的紅糟佐料與獨家組傳的紅麴秘方，賦予品牌現代、潮流的形象。
這種創新不僅在口味上為消費者帶來全新的體驗，也讓品牌展現了年輕化的態度與活力，吸引追求新奇感的年輕族群，讓他們在享受美食的同時，也能感受到馬祖的文化魅力。藉此，馬祖瘋炸雞打破傳統與現代的界線，打造出屬於馬祖的潮流炸雞品牌，成為市場上充滿地域特色和強烈識別的美食品牌。
Design Concept
在品牌設計上，有物設計以「享樂」、「趣味」與「潮流」作為品牌的主要概念，巧妙地將馬祖的文化融入品牌視覺中，例如：馬祖老酒、酒糟等具有代表性的元素圖像化，也運用馬祖話中的『卡蹓』一詞，象徵遊玩之意。
透過馬祖當地元素和大量趣味活潑的翻轉插圖與文字轉化，賦予品牌更多的層次內涵，更加深消費者對品牌的印象，堆疊出耐人尋味的獨門馬祖炸雞品牌。
-
Project Overview
MATSU CRAZY CHICKEN is inspired by the joy of sharing and draws from the unique culture of Matsu, incorporating traditional elements into its fried chicken brand. By infusing the brand with a fun and playful spirit, MATSU CRAZY CHICKEN reinterprets Matsu’s famous red vinasse seasoning and an exclusive red yeast formula, giving the brand a modern and trendy image.
This innovation not only offers consumers a brand-new flavor experience but also presents a youthful and energetic vibe, attracting young people who seek novelty. As they enjoy the delicious food, they can also experience the cultural charm of Matsu. MATSU CRAZY CHICKEN bridges the gap between tradition and modernity, creating a trendy fried chicken brand unique to Matsu, and becoming a culinary brand with strong regional identity and distinction in the market.
Design Concept
The brand design focuses on the concepts of "enjoyment," "fun," and "trendy," seamlessly integrating Matsu’s culture into the visual identity. Iconic elements such as Matsu’s rice wine and vinasse are visualized, along with the local Matsu phrase ‘Ka-Liu’ (meaning ‘to play’), symbolizing a sense of adventure and enjoyment.
By blending local Matsu elements with lively and playful illustrations and text, the brand gains more depth and resonance, leaving a lasting impression on consumers. This creates a distinct and intriguing fried chicken brand with Matsu’s unique flair.
