| Summary: | 碩士 === 國立臺中科技大學 === 商業設計系碩士班 === 104 === In recent years, the government has been greatly promoting the “One Town One Product (OTOP)” policy, which uses Taiwanese local products to highlight local characteristics. In particular, agricultural specialties have the utmost contribution to the development of local economy and industries. The Council of Agriculture, Executive Yuan, has implemented projects, including “Brand Building of Local Quality Agricultural Specialties” and “Enhancing Brand Image and Packaging Design of Export Products,” to promote agricultural specialties, shape brands and improve the design of product packaging, and cultivate the image of Taiwan’s safe, healthy, and high-quality agricultural products for better competitive advantage and added value. Image branding and packaging design of agricultural products exercises multiple functions such as marketing, promoting local culture, and integrating activities among industries.
Local agricultural specialties’ branding and packaging were viewed as the target; both brand image and packaging design were analyzed. The study further discussed the current situations and the developing trends regarding local agricultural specialties. Literature on development of agricultural specialties in Taiwan, brand image, and packaging design were reviewed and compiled as the theoretical framework of the current study. A field survey was done to collect packaging samples of agricultural specialties sold on the market to further investigate their market developments, as well as analyze and compare their ways of brand shaping, message deliveries through packaging styles, pictures, texts, and colors. Based on the theoretical framework and findings of the survey, strategies on packaging and brand image were used to design jujube’s brand image.
The study applied the researcher’s life background and experience in design on Cizai jujube’s brand and visual design of packaging. Jujube’s “locally grown,” “safe and healthy,” and “high quality” features were targeted as brand positioning. Its refreshing look and natural vibe, along with local brand characteristics and additional visual richness and refinement, were used to highlight the acceptance and easy access to the brand and establish market segmentation and more added values. The study shall serve as a reference to related personnel and designers regarding agricultural specialties’ brand building.
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