Kung Wo Soy Bean Factory | 公和荳品 2017-11-16T08:00:13+00:00

Project Description

Kung Wo Soy Bean Factory | 公和荳品

 

Description:

Jocker Wong, design graduate of CO1 – School of Visual Arts, had taken the century-old Kung Wo Soy Bean Factory as her imaginary client. She created a rebranding project for the factory by first hypothesising that branches of “Kung Wo Soy Bean Factory” would open in MTR-covered areas and shopping malls.

To establish a clean, modern, nice, interesting and fresh image of Kung Wo, the “Soy Bean family members” would be employed for the new packaging. Three new posters show members of the family swimming, enjoying hot springs and practising yoga respectively. Viewers would be able to associate soybean products with health and suitability for both the old and young. Most packages come in squares and cubes so that they resemble the shape of tofu.

The「DesignXcel」team found the packaging very cute at first sight and had thought that Wong did rebrand the shop to target younger customers. The team wanted to discuss collaboration with Kung Wo. However, the factory had been temporarily closed for renovation. The team would still love to realise Wong’s design as the beautiful packaging might be able to attract the factory when they reopen and get to see her design. Therefore, the team contacted and met Toto Wong, Design Manager of Hung Hing Printing Group Ltd. The two sides come together to support Wong’s original design with premium printing materials and techniques.

CO1設計學的應屆畢業生王思齊以擁有百年歷史的公和荳品廠作為自己畢業作的假想客戶,構思了一系列的品牌重塑設計。首先,她假設客戶

會在地鐵沿線及商場食街開設新分店「公和荳品」。

為帶出公和清潔、現代、親切而且有趣的新形象,她以黃豆家族這個角色貫徹新包裝。三張海報分別以黃豆家族成員游泳、浸溫泉及做瑜珈三個健康活動為主要視覺畫面,藉此讓參觀者看後就能直接聯想到食用公和的荳品就會變得如圖中活動般有益身心,老少咸宜。大部分產品及包裝均以正方形或正方體的造型設計,充份配合荳腐的形狀。

《設計列陣》團隊初次見到這組包裝便覺得非常可愛,認為王的設計的確做到重塑品牌,將定位重新推向年輕化。團隊本來希望可以聯絡公和荳品廠直接洽談雙方合作事宜,可惜當時荳品廠在裝修,無法成行。後來我們想到將王的設計直接製作成美輪美奐的包裝,待荳品廠重開時立即上門吸引他們。於是,團隊便聯絡上鴻興印刷集團有限公司設計經理黃圓圖與她會見並介紹相關物料,雙方於是正式合作,以優質和高級印刷支持王的原創設計。

Design Graduate:

Wong Sze Chai, Jocker | 王思齊

Collaborator:

Hung Hing Printing Group Ltd.  | 鴻興印刷集團有限公司

Email:

casze_szey@livemail.tw

School:

Visual Arts | CO1 – School of Visual Arts | CO1 設計學校