Research and Creation of Innovative Designs for Brand Image – A Case Study of The Cai-Ti Fine Food, a Traditional Miguo Food Store.

• Main Authors: Lin yan-jhen, 林妍蓁
• Other Authors: Chang po-chou
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/03263072628906288729

碩士 === 國立臺灣師範大學 === 設計研究所 === 98 === Base on the establishment of a brand for a traditional Miguo fine food store, this research aims to introduce innovative brand image concepts. This is to facilitate in creating a distinguishable brand, symbolizing the food specialty of the local community. Whilst the community lacks a noticeable specialty in its traditional marketplace, handmade Miguo products has been selected as a subject for the development of local specialty. To begin, a systematic approach has been implemented in the planning of branding. Through established brand image, it can assist in promoting the local culture and specialties, such as the Miguo products. According to the information from the literatures, innovative creation of a brand addresses the problems arising from marketing products. Branding creates value added opportunities, and complements the business operation of the Miguo fine food store. This is also inline with the current business trend, achieving the long term goal of sustainable business development. The background of the brand development also progresses with the changes in the regional growths. Whilst marketing a self-established brand, the products can be promoted via the form of local specialty. Therefore, the establishment of a distinguishable brand is an important step to enhance the status of the local community, and ensures the continued success of the business. The main focus of this research is on the design and production of the gift packaging for the case study – a Miguo fine food store. The design subject is analyzed and discussed upon using the supporting information from literatures and comparable case studies as the basis. A series of analyses and comparisons on the use of colors, layout formats, and photographic representations of the activities surrounding the Donghu marketplace have also been exploited. All of these elements have been attempted to be incorporated into the designs of a set of gift packaging box and gift bag. Through the giving of gifts to the clients, the impression of Donghu can be conveyed to the recipients. In addition, the image and the reputation of Cai-Ti Fine Food – a traditional Miguo fine food store can also be further elevated.