呂大爺刈包品牌設計

接到來自廈門的委託，是間台灣人將在廈門開設台灣古早味的小吃店，主打商品為刈包，最初委託方的訴求是希望製作成古早味的傳統風格來呈現道地台灣美食，經由多次討論後，因為飲食文化的不同，刈包對於大陸人來說是陌生的，他們印象中古早味相似的小吃是肉夾饃，設定成古早味的風格對於他們來說沒有情懷的共鳴，所以我們建議他們可以朝向年輕化，趣味新穎的方式來讓更多人認識刈包，產生新奇感與好奇心，由於委託方個人特色鮮明，有個光頭的形象，也呼應掛包圓潤的感覺，所以規劃了屬於他們的IP角色來增加品牌印象，於是呂大爺就此誕生了。

標準字設計以圓潤飽滿的字體，呼應刈包的型態，刈包有錢咬豬的含義，呂字設計為錢幣的概念，整體設計呈現趣味現代感，並也含富貴圓滿的意象。

We received a commission from Xiamen, where a Taiwanese individual plans to open a Taiwanese-style snack shop, focusing on the signature dish "Gua Bao" (刈包). Initially, the client wanted to create a traditional Taiwanese flavor to showcase authentic Taiwanese cuisine. However, after several discussions, we realized that "Gua Bao" is unfamiliar to mainland Chinese, who associate similar traditional snacks with "Rou Jia Mo" (肉夹馍). The nostalgic style didn't resonate with them, so we suggested a more youthful and novel approach to introduce "Gua Bao" to a wider audience, sparking curiosity and novelty.

Since the client has a distinctive personal image, being bald, which aligns with the rounded shape of "Gua Bao," we proposed creating a unique IP character, hence the birth of "Lü Grandpa" (呂大爺).

The standard font design features a round and full-bodied typeface, echoing the shape of "Gua Bao," which signifies "cutting meat with a bun." The character "呂" was designed with a coin concept, reflecting prosperity and completeness. The overall design embodies a sense of fun and modernity while symbolizing wealth and fulfillment.