Matthew's Choice Brand Design / 馬修嚴選品牌規劃設計

We were very excited for the opportunity to work with Matthew, who is one of the pioneers of Taiwanese yogurt drinks (when he worked for the biggest food manufacturer in Taiwan) on his own premium brand yogurt. We began working with him on the outset, starting with name and brand storming. Selecting "Matthew's Choice" which represents both his tough screening process for the best organic and natural ingredients, and his personal choice of leaving the comfort of the corporate world for his dream and to work on something which is so personal.

對於能夠和身為台灣優格界先驅者之一的馬修合作，我們感到非常興奮。他曾經在台灣最大的食品公司工作，現在則創立了自己的頂級優格品牌。我們和他的合作從外在的表現方式開始，尋找合適的名稱與品牌經營模式，最後選擇以「馬修嚴選」做為品牌名稱，除了表達他個人對於使用有機與天然素材的堅持之外，也展現出他選擇離開舒適的企業環境，為完成個人夢想而奮鬥的決心。

The internet has become such an important channel to communicate with users
for the brand image and packaging, we took the brand pillars "Healthy, Sustainable Lifestyle" to heart, creating a look that communicate these values and the premium position of the brand's products, which extended to the product packaging and presentation.

For the gift box, we used the locally produced rock paper (made of 70% rock and 30% PE) for it's ability to help keep the yogurt cool as it travels, and because no glue or printing was used for the box, the materials can be returned to the supplier through Matthew's Choice for re-production with the most minimal waste, creating a true "cradle to cradle" environment that is both pleasant for the consumer and friendly to the planet and consumers.

網際網路是現今與使用者溝通品牌印象與包裝的一條重要管道，為了將「健康永續的生活方式」這樣的理念傳達到消費者心中，我們透過視覺來表現它的品牌價值與頂級的產品定位，並且延伸至外包裝與宣傳品上。

針對馬修嚴選的禮盒，我們選用由百分之七十岩石成份和百分之三十PE構成的本地產石頭紙作為包裝素材，它除了能夠在運送途中讓優格保持在低溫狀態，而且因為採取無膠、無印刷的製作方式，消費者能夠透過馬修嚴選將使用過的包材送回供應商手中進行再利用，將浪費減到最低，真正實踐了「從搖籃到搖籃」的願景，無論對消費者還是對環境來說都是相當友善的設計。

For Matthew's Choice we wanted to create a very personal experience where the user can feel like they are interacting with Matthew personally and on an one on one level, and they can get the "taste" of the yogurts in their mouths as they read and see the images on the website.

我們相當期盼能為購買馬修嚴選產品的人們創造特別的個人經驗，讓消費者感覺自己是以一種水平的模式和馬修進行一對一的互動，讓他們在閱讀或觀看網站上的圖像同時，嘴裡彷彿也「嚐」到了優格的滋味。

Social networking tools like Facebook and YouTube and Journal Blog were also implemented so that the consumer can have a very personal and one on one access with both Matthew and the brand.

We are very happy with the result and the reception of the public on seeing and interacting with the brand, on a personal level, this user "unpacking" the whole experience really moved all of us in a profound way, thought we'd share it with you also here.

我們運用了數種社群網路工具，像是Facebook、Youtube和部落格等，讓消費者能夠和馬修嚴選這個品牌或馬修本人進行個人化的一對一接觸。

讓我們感到最欣慰的一點是大眾對於這個品牌的接受度，從個人的角度來看，消費者「開箱」的整個過程真的讓人覺得非常感動！正是因為如此，我們希望能夠在此與您們分享。

JZN Scroll poster design 舊振南餅店捲軸海報設計

This special JZN scroll was created with the brand visual image we created earlier which you may remember seeing in High Speed Railways Stations. The idea is to further cement the idea of JZN pastry as "art" concept which we've developed for the JZN brand. We thought it as an interesting way to interact with long time supporters of the brand, that they can "preserve" the beauty of JZN pastries.

這個舊振南的特別捲軸是從我們之前為舊振南設計的品牌視覺所延伸（您可能有在高鐵站看過...），想法是利用捲軸方式呈現，與就振南的好朋友們互動，讓他們可以透過捲軸珍藏舊振南的餅藝。

Funjili Packaging 益生唐凡吉力包裝

We are very excited to complete the new Herbal Plum packaging for Funjili, created by the famous century old herbal store in An-ping, Tainan. In the beginning we went for a "Chinese" looking concept because of the Chinese medicine, herbal element. But due to the challenge and suggestion of the Funjili team, we ended up with a much younger, brighter work. Using the "health" and "bright" nature of herbal medicine to communicate the product. If you haven't tried herbal plum, please give it a try, because I think like us, you will find that they work so perfect together.

我們很興奮終於可以亮相我們為安平百年的益生堂中西藥局所設計的凡吉力中藥蜜餞新包裝，一開始我們的設計是採用現代中華的方現出發，但是經過凡吉力年輕的團隊的挑戰與溝通後，最後做出這個相當活力大膽的包裝，採用中藥應該給人健康、明亮的本質，希望可以帶給年輕的消費者全新感受。要是您沒有吃過中藥蜜餞，我們真的很推薦您試試看，雖然一開始可能會懷疑到底適不適合，但是吃了之後，就不會再想吃到沒有中藥的蜜餞了，因為兩者搭起來，真的可以說是絕配！

JZN 2009 Moon Festival Catalogue 舊振南2009中秋節目錄

G-idea is happy to complete our second Moon Festival Catalogue for JZN. Over our year and a half collaboration with JZN, we have continued to search for, and establish the brand's visual identity. We think that with the Moon Festival 09, we have taken one more step towards defining it. We wanted the catalogue to be a book like experience, letting the reader interact with the beauty, artistry as well as the deliciousness of JZN's traditional pastries. The catalogue features a pull-out poster page (in the center), that let's the viewer see all the flavors of this year's moon cake line up, and doubles to highlight the theme this year: United (with our family) we are strong. The cover features the classic JZN green bean cake, which double as our moon to help us create our theme. Our thanks as always to the JZN team for their support, encouragements and valued inputs throughout the creation process.

好點子很高興今年可以第二次為舊振南設計中秋節目錄，與舊振南合作一年多以來，我們不斷與舊振南團隊一同尋找、嘗試創造、定位出舊振南的品牌視覺風格，我們覺得透過這次的作品，又近一步接近了我們的目標。設計今年中秋目錄時，我們嘗試創造一出個故事般的平台，與使用者互動，透過一頁一頁的翻閱，帶著讀者進入舊振南的品牌世界，呈現出舊振南高貴、藝術般及美味的餅藝。目錄的最中間還有個外拉式海報，上面展示出今年所有月餅的口味(內餡) ，這些排列的月餅同時也帶出了今年的主題：月滿人園。封面圓圓的月亮則是用舊振南的經典產品綠豆椪所作的，在黑暗的夜晚中亮亮照射，希望帶給大家溫暖以及鼓勵。再一次要大大的感謝舊振南團隊，在過程當中給予我們所有的支持、鼓勵，以及寶貴的意見。