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川味小吃
| Service | Brand Strategy, Visual Identity, Brand System Design |
| Interior | 質墨設計 |
| Year | 2022 |
| Client | 川味小吃 |
| Design Partner | The Yi W Design |
創立於 1956
年的川味小吃，是高雄鹽埕區陪伴在地人數十年的經典老字號。創辦人將家鄉的味道帶來台灣，憑藉對川菜的堅持與手藝，成為許多人共同的味覺記憶。
隨著品牌搬遷至新址並迎來新的經營階段，我們協助川味小吃進行品牌整合規劃，思考如何在延續歷史底蘊的同時，建立符合當代市場的品牌形象。
本次設計以「傳承而非改變」作為核心策略，保留老店的重要識別元素，透過漸進式更新賦予品牌新的生命力，讓熟悉的記憶得以延續，也讓新世代消費者更容易認識這個承載數十年故事的品牌。
品牌標誌則以「走進川味，一家團圓」為核心概念，不只是傳遞料理的美味，更象徵家人朋友相聚共享的溫暖時光。
從老店到新篇章，改變的是空間與時代，不變的是對家鄉味的堅持，以及一代代傳承下來的人情與記憶。
Founded in 1956, Chuan Wei has
been a beloved local restaurant in Kaohsiung’s Yancheng District for generations. Bringing
authentic flavors from their hometown to Taiwan, the founders built a lasting reputation through
their dedication to traditional Sichuan cuisine and craftsmanship.
As the restaurant relocated and entered a new chapter, we were invited to develop a refreshed brand
identity that could honor its rich heritage while connecting with a new generation of
customers.
The project was guided by a simple principle: preserve, not replace. Rather than redefining the
brand, we carefully evolved its existing visual assets, creating a renewed identity that respects
its history while supporting future growth.
The brand mark was inspired by the concept of “Step into Chuan Wei, Gather as One
Family,” reflecting the warmth, togetherness, and shared dining experiences that have always
been at the heart of the restaurant.
While the location may have changed, the spirit of Chuan Wei remains the same—authentic
flavors, family traditions, and memories passed down through generations.
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