Client：吳寶春
This identity extension project builds a scalable visual system rooted in the brand’s signature product—the Lychee Rose Bread. The lychee motif is transformed into a key visual element, applied to the business card through a cut-out design that also functions as a flour-dusting stencil, linking brand identity back to the baking process. The DM adopts a three-dimensional card format to highlight multiple award-winning breads, reinforcing the idea of products as core brand assets. A modular pattern system is developed and applied to packaging paper, ensuring consistent visual presence across touchpoints. The tote bag visualizes the dough-making process using dynamic graphics paired with the flour-dust logo, creating a mobile expression of the brand’s craftsmanship.
上海吳寶春｜品牌識別延伸策略概念
本次品牌識別延伸以「強化品牌核心特色，建立可持續運作的識別系統」為方向，選取品牌最具代表性的冠軍作品──「荔枝玫瑰麵包」作為切入點，將荔枝視覺化為可複製、可擴散的識別元素。名片以荔枝輪廓為主體，透過鏤空工藝強化其符號化特質，同時具備麵粉灑花模版的功能，使品牌語言從識別物延伸至烘焙現場，形成「由產品回流品牌」的互動鏈結；DM 設計以立體卡片形式呈現多款冠軍麵包，建立「產品即品牌資產」的傳遞方式，使每一項得獎產品都能以更鮮明的物件形態傳達價值；延伸 Pattern 將品牌進行系統化整理，導入包裝紙設計，使品牌在不同接觸點形成一致的視覺露出；提袋設計聚焦於麵糰製作的流程，透過動態化的視覺語言搭配撒花LOGO，強化品牌「職人精神」的敘事主軸，並於消費者移動間生成可見的品牌印象。
Category ：
Production Supervisor：TUANTUANUP
Art Director：Song Yih、Yaming Feng
Interior Design：Song Yih Design Studio
Graphic Design：Shu Wei-Hua Lin
Production Supervisor：TUANTUANUP
Art Director：Song Yih、Yaming Feng
Interior Design：Song Yih Design Studio
Graphic Design：Shu Wei-Hua Lin