Jiu Zhen Nan

We began working with JZN in 2008, starting with the design of JZN’s annual catalogues, this grew to a complete brand visual revision in 2009, this project included creating the brand visual images, catalogues, packaging, website and videos, in the end GIDEA eventually invented a totally fresh and new visual style for the JZN brand, one which can be described as “representing the very best in Taiwanese pastry”.

This approach meant taking the JZN pastries away from just being foodstuff, and presenting as art like those housed in the National Palace Museum, in fact the new photography style of the pastries are the style used for artifacts in the museum, with a horizontal line cutting across the layout representing JZN’s place at the cross point of it’s heritage and innovative future. This new visual image made quite an impression with the public, with it’s bold and simple, easy to remember visual style, communicating both the traditional elegance and modernity of the brand, and a small dose of playfulness. Many quickly remarked how they felt the change of direction of the JZN shifting towards an international brand.

We are especially happy that many of the success of the designs is reflected in good sales records for the brand, and that two of the packages we designed for JZN has won the honor of iF Communication Design (2009/2010) and HKDA Asia Design Awards (2009).

舊振南成立於 1890年,是台灣人最愛的百年老餅店品牌之一,因受邀為多位台灣元首及名人規劃婚宴聞而聞名遐邇。儘管舊振南的銷售點遍佈台灣各地,包含許多機場及高鐵站都有舊振南的銷售點,就像許多台灣知名的老品牌,舊振南希望除了保有長久的傳統,還能進行現代化,吸引年輕一輩的消費者也愛上舊振南。
好點子從2008年開始與舊振南合作,我們幫舊振南規劃了一些當年的季節性目錄,隔年(2009)好點子徹底了為舊振南更新整體的品牌視覺訊息(包括整體視覺,目錄,包裝,網站以及影片)。透過這些過程,舊振南新的品牌形象也悄悄產生。好點子用“中華餅藝餅的代表”來形容這個新的視覺風格。
因為是中華餅藝的代表,舊振南所提供的一定不僅是美味的點心,還要是製作出像故宮博物館裡頭呈現的古物一樣具藝術感的經典作品。事實上,這個新的攝影風格運用了故宮展示藝術品及攝影的方式,呈現舊振南的糕餅如同藝術品般高貴,而作品中常常出現的水平切線,則象徵著舊振南品牌在新舊交替之際的狀態。這個視覺也因為它簡單清晰的風格深受讚賞,同時成功傳達了舊振南堅拒傳統與現代的兩種面象,以及簡單暢快的風格。很都人都因為這個視覺而感受到舊振南這個品牌開始轉變成為一個有國際觀的地方品牌。
另外讓好點子感到相當得意之處,我們為舊振南所致做的作品,不但叫好又叫座,協助了舊振南的業績提升。另外我們兩款為舊振南設計的包裝設計,也分別在2009與2010年拿到德國iF設計傳達獎,以及2009年榮獲HKDA亞洲設計大獎。
形象廣告

 

 

Packaging

 

 

DM

 

 

Brand Website

 

 

Product Video