TAIWANSTAR
TAIWANSTAR is a brand dedicated to producing ume extract products. Originating from a traditional Japanese health remedy, ume extract is a dark, paste-like substance with a bitter taste that has gained popularity among consumers in Taiwan. In addition to the traditional paste form, it is also available as a dried powder or compressed into small pill-like forms similar to herbal medicine tablets. Ume extract offers a variety of health benefits, such as improving digestion and relieving fatigue. Due to its appearance—often compared to unappealing black pills—our design approach intentionally moves away from conventional medicinal packaging. Instead, we use vivid illustrations to tell the story of ume extract production through the four seasons. This narrative-based design aims to express the cultural essence and core values of the TAIWANSTAR brand in a more engaging and relatable way.
LOGO DESIGN
For the logo design, we based our concept on TAIWANSTAR. After careful development, we presented 16 logo options inspired by local styles for the client to choose from, each embodying different aspects of Taiwanese culture and meaning. Among these designs, we ultimately selected a logo featuring the iconic imagery of Taiwan’s landmark, Sun Moon Lake. This logo not only aptly represents TAIWANSTAR’s brand spirit and cultural essence but also highlights the brand’s emotional connection to Taiwan and its dedication to showcasing regional culture.
STANDARD COLOR
For the selection of standard colors, since the “梅精” product is primarily black, we chose black as the base to highlight the product’s characteristics and elegant atmosphere. At the same time, we replaced the character “精” with “金” to convey nobility not only in meaning but also visually. For the color palette, we selected a rose gold with an appetizing quality to represent this concept. Ultimately, we finalized Rose Gold (Pantone 488 C) and Black (Pantone Black C) as the unified color standards for future packaging. This color combination not only effectively showcases the product’s attributes but also enhances the presentation of packaging illustrations, making the overall product image more striking and eye-catching.
STANDARD FONT DESIGN
To convey the cultural heritage of this traditional food, we commissioned a calligrapher to write the Chinese characters for “寶島明星” (TAIWANSTAR). We cleverly transformed the “日” (sun) and “月” (moon) components within the character “明” to visually echo the Sun Moon Lake symbolism in the logo. This typography design not only fully reflects traditional culture but also harmonizes perfectly with the TAIWANSTAR Sun Moon Lake logo, creating a seamless conceptual connection. At the same time, we established a unified typesetting guideline to ensure that all future packaging and promotional materials adhere to a consistent visual standard. This aims to enhance the brand image of TAIWANSTAR and provide customers with a more cohesive and professional brand experience.
VISUAL DESIGN
In the visual design, we employed the technique of woodblock printing to create a series of illustrations depicting the four seasons. These vivid illustrations showcase the production process and brand story of “Ume Extract,” highlighting its rich cultural heritage and valuable product essence.
SPRING
In spring, the farmer wears a bamboo hat and sleeves, standing in the morning light accompanied by birdsong, moving among the plum trees. The green plums hang heavily, emitting a sweet and tangy fragrance that makes one’s mouth water. The farmer’s taste buds are already stimulated by the aroma, eagerly anticipating the harvest of these plump, delicious fruits.
SUMMER
In summer, a refreshing breeze blows through the forest, and the farmer’s favorite moment is to hide under the shade of the trees, dehydrating the plums and leisurely simmering the plum extract paste. Watching the plum juice transform from bright green to deep black, his mood relaxes with the rhythm of stirring. At this moment, humming his favorite song, he savors this peaceful tranquility.
AUTUMN
In autumn, the farmer steps on a ground covered with golden fallen leaves, gently touching the rough tree trunks. He knows well that this is just a brief rest for the plum trees. During this time, he spreads fertilizer to revitalize the trees, eagerly anticipating the next cycle of life, when the trees will bloom brilliantly once again.
WINTER
In winter, petals dance slowly in the wind, swirling gracefully among the plum groves. The farmer sits beneath the trees with a beaming smile, quietly admiring the plum blossoms as they fall like snowflakes. The faint, gentle fragrance softly soothes his year-long hard work, while also symbolizing the approaching season of abundance.
PACKAGING DESIGN
Ultimately, we integrated the logo, standard colors, typography, and creative graphics into the packaging and stationery to create a unified identity system. This system enhances the consistency of the brand image, allowing TAIWANSTAR to demonstrate stronger brand presence across various media platforms. Through this identity system, consumers gain a deeper appreciation of the brand’s essence and culture, making TAIWANSTAR’s brand image more striking and influential.
STATIONERY DESIGN
