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PRIMONA BRAND DESIGN

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Country	CHINESE TAIPEI
Year	2019
Award	Winner
Client	Primona
Affiliation	Process Group
Designer	Xinhong Yeh, Eting Liao, Jules Li, Kaiching Liu Estela Lin, Angel Yang dot dot design
English	In Taiwan, the chicken essence brands are usually presented in the traditional or oriental style, and it makes it difficult to expand into the international market. The aim of this rebranding project is making primona entering the international market and distinguishes it from other competitors. We use the “round” design that represents Primona's chicken essence to strengthen the link between the brand identity and products and express brand as outstanding as the sun. Primona redefines the image of chicken essence gifting culture, stunning consumers with a unique and exquisite image, and becoming the highlight in the chicken essence market.
Native	在台灣，雞精品牌的識別通常較為傳統或東方風格，也導致較難拓展至國際市場，primona 原本也是在這個群體之中。此品牌再造工程以進入國際市場為目標，並將primona 從這樣的群體區分出來。 primona以”圓形”的設計語言來強化品牌識別與產品之間的連結性，透過品牌溝通過程讓消費者更加深印象。primona的品牌再造工程，是以「提供顧客最極致的服務體驗」為核心，門店空間設計採用明亮、溫暖且潔白的風格，以凸顯「雞精」與其它食品在店內環境上呈顯。精緻的包裝設計背後，我們打造冷凍品食物最佳的放置環境，同時也提供簡易的包裝方式，讓包裝與攜帶的過程比過去更加流暢與彈性。「流暢與舒適」是我們期望在primona 品牌中所建立的整體意識，也代表著雞精品牌的新時代的願景。
Website	https://www.process-group.com/