流行化的榴蓮

The Popular Durian

CLIENT : 廣州醉榴戀食品有限公司

PROJECT SERVICE : Branding Identity

時下大量流行各樣輕食，路人逛街時各自手拿一杯即製軟飲已成常態。在激烈的競爭之下，更鮮明的產品特色已成為每家必備的競爭力。

新晉品牌「Durianjoy 醉榴戀®」，顧名思義，以榴蓮為中心，拓展一系列的輕食種類。榴蓮本身也是近年大熱的水果物種，相比起以前人人聞香而避之，如今已被接受並擁有大量受眾市場，因此基於榴蓮而開拓的食品亦愈漸品類繁多。Durianjoy®瞄準了當中的交集，以流行榴蓮輕食的方式來攻入市場，並委託我們塑造一套相匹配的視覺系統。

不似傳統那些充滿親和力的水果，尖銳的外殼、濃烈的氣味，經歷了這兩個環節才獲得甜美的果肉，每一個好吃榴蓮的人都會有這樣先苦後甜的體驗過程。因此，我們沒有抹掉這屬於榴蓮獨有氣質的尖銳輪廓，而且起落分明的造型最容易在視覺中留下印象。

一個流行符號除了有鮮明的風格，也需要能廣泛應用於不同媒介，因應不同營銷需求演化出不同形態之餘，仍能保持一致的基因。所以整套設計需要能夠自由拆解，再進行不同的自由組合，配合各個產品類別，做出最合適的演繹。

Light foods and snacks have become popular nowadays, it is very common for people to take a cup of ready-made drinks or foods while shopping. In the fierce competition, more distinctive features have become the necessary competitiveness of every brand.

The new brand Durianjoy®, as its name suggests, is based on durian, expanding a series of different categories of light food. The durian itself is also one of the popular fruits in recent years, compared with people didn't accept its smell in the past, it has become extremely welcome now. Foods based on durian are getting more and more diverse. Durianjoy® aims the intersection of durian and the trend of light foods to open a new market, and entrusted us to create a visual system.

Unlike other friendly fruits, durian has a sharp shell and a strong smell. The sweet pulps can be tasted only by overcoming these two parts. Everyone who loves durian always has such a bitter and sweet experience. Therefore, we have not removed this unique temperament and its strong contour, a well-defined shape is also easy to give people a visual impression.

In addition to having a distinctive style, a popular symbol also needs to be widely applied to different medias, and evolve different forms according to different marketing needs, and still keep the same gene. Therefore, the entire set of designs needs to be disassembled optionally, and then freely combined to make the most appropriate form for each product category.