田匠物產 Tian Jiang Crops
Brand Strategy, Brand Identity, Packaging, Digtial Design
All the natural freshness from the field!
Tian Jiang Crops is a fresh production brand of Wan Shun Agriculture, which means artisans from the fields. In order to produce safe and delicious agricultural products, we rely on the hard work of farmers and the bounty of the earth, as well as professional farming techniques. Tian Jiang specializes in harvesting varieties of pumpkins, such as chestnut pumpkins, and a series of processed pumpkin products. From pumpkin seeds to production and packaging, a participatory and integrated marketing model was taken in place, with friendly cultivation, fresh harvesting and processing, all of which are strictly utilized step by step, so that the sweet and delicious pumpkins can be delivered to consumers' table from the farms in Yunlin.
We have rebranded the original Tian Jiang products with a younger image, emphasizing the pumpkin as the core of their expertise, to grow organic fruits and vegetables. We used rounded lines and bright, warm colors to create a friendly image and bring the parent-child community closer together.
In accordance with the brand strategy, we outlined the strategic design direction of "Simplification, Transmission of Essence and Friendliness". We simplified the lines of the logo, abandoning the original complex combination of forms, so that the logo can be used at any size to clearly show the details. To convey the essence of Tian Jiang Crops as a pumpkin expert, we used pumpkin as the main logo composition, so that viewers can understand it at a glance. The logo was composed of sliced fruits and vegetables and pumpkin seeds. Not only pumpkins, but also other quality crops from the fields.
To bring the logo closer to the two target audiences of young women and housewives, we used a lot of rounded lines and rounded corners, and warm, bright, fresh colors, in the logo, to express the friendly and approachable brand tone to consumers.
The combination of the directions not only increases consumers' perception of the brand, but also differentiates it from other brands on the shelves, thus creating a deeply rooted brand image.
依照品牌策略，我們概括了三個設計策略方向，包含「簡化、傳遞本質、親切友善」。把標誌線條簡化，放棄原本複雜的組合形式，讓標誌在任何尺寸上使用都能清晰顯示細節。其次，為了傳遞田匠身為南瓜專家的本質，我們以南瓜作為主要的 Logo 構成，讓觀者能夠一目瞭然。同時標誌由蔬果切片和南瓜籽組成，讓觀者除了想到南瓜，也能聯想到田地裡其他優質作物。
田匠物產 Tian Jiang Crops
丸順農業 Wan Shun Agriculture
中華民國農業部 Council of Agriculture (COA) Taiwan
Abby Wang, Johnnyg Chuang, Doris Peng