Communication

Brand Design for LUHA SHOP

Extra Form
Country	Chinese Taipei
Year	2023
Award	WINNER
Client	LUHA SHOP
Affiliation	HUNG JUI CHUN AND LIN CHUN CHANG
Designer	HUNG JUI CHUN AND LIN CHUN CHANG
English	The Logo contains a smile within a basket that contains a wide diversity of food grown or farmed by local farmers. The basket is an invitation to shop with us. The blue and green colors represent eco-sustainability and natural foods; the orange and peach colors give off a passionate and friendly vibe for the brand. Hand-drawn illustrations are intended to bring forth our Logo spirit, agri-food ethos and also an appeal for consumers to make conscious farm-to-table shopping decisions so as to stay connected with nature at every purchase. We also use recycled canvas to design shopping bags to achieve the concept of environmental protection.
Native	「乳禾食」食材選品概念店經由嚴選制度，集結臺灣各地青農、加工業者，打造在地產、都市銷的品牌價值。再以直觀、自然、親切的品牌名表達乳品與在地農物組成的創意健康飲食。乳禾食又諧音為「如何食」，隱喻不同節令、不同食材都能夠搭配出有趣、創意料理，而品牌也透過DIY課程傳遞飲食的重要性。其中乳禾食的「禾」更代表企業重視友善農法、食農教育，也希望藉由食農教育讓更多消費者了解青農與相關蔬果知識。標誌以笑容乘載在地青農的健康乳品、有機蔬果、新鮮肉品等，呈現商品的多樣性，再引用購物籃形象寓意乳禾食是婆媽採購的好地方。品牌整體色彩則以綠、藍、橙、桃色為主；以「綠」與「藍」代表企業永續環保與嚴選天然、新鮮食材的精神。再透過「橙」與「桃」呈現品牌熱情、親切的形象。在延伸的品項上，以充滿溫度的手繪插畫延伸標誌的精神，帶出乳禾食從田間到餐桌的食農理念，讓每次選品，都是與大自然更親近的接觸。我們透過再利用的帆布設計店內的購物袋，以實現環保、愛護土地的目標。
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