Communication

60 year memories of WAN CHUAN HSING

Extra Form
Country	Chinese Taipei
Year	2023
Award	WINNER
Client	WAN CHUAN HSING
Affiliation	IDEAMAX DIGITAL VISUAL DESIGN Co., Ltd.
Designer	HUNG JUI CHUN AND LIN CHUN CHANG
English	In order to inherit the intelligence of the ancestor and keep both the best taste and the best scent, they insist all products are all hand made under ancient techniques. WAN CHUAN HSING takes advantage of redesigning the packaging to enhance the interactions with customer, which also contributes to reminiscing their great memories of this brand. And this design combine with the function piggy bank and delicate book-shaped on packages.Additionally, those are able to bring out not only more resonations and interactions between customers and butcher shop.
Native	來自世界三大宗教活動之一的大甲媽祖遶境故鄉，歷經四代家庭傳承的萬全馨，承襲祖傳技術與精神，更堅持採用當日新鮮溫體豬肉並手作肉脯，為的是讓消費者品嚐到肉脯最佳口感與香氣。但曾受歡迎的肉脯老店，至今卻與新世代產生隔閡，逐漸沒落。為延續萬全馨的企業價值，我們透過包裝讓消費者再度開啟萬全馨的故事。首先為滿足東方送厚禮之文化習俗，以豬(珠)寶盒概念打造年節禮盒。透過禮盒上的燙金質感處理與喜氣配色，讓禮盒顯著落落大方，並誠心遞送萬全馨用心製作的珍貴肉脯。除了視覺與味蕾饗宴外，在禮盒中結合存錢撲滿元素，象徵企業飲水思源、腳踏實地的精神，亦營造兒時存錢至小豬撲滿的美好回憶，更讓消費者天天存錢以延續包裝利用價值。同時，也為符合現代消費者少量購買的消費習慣與需求，設計一款以書型結構為主的文創小禮，便於觀光客隨手攜帶之伴手禮。包裝內外以橘紅色與藍色之對比配色，打造出現代復古風格。再配上手感的插畫風格，留存萬全馨用料實在、手作精神，更使包裝更有內涵與溫度。當消費者開啟包裝時，正是開啟萬全馨一甲子的豐富故事，更讓萬全馨肉脯的故事代代相傳!
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