阿三哥農莊品牌與體驗服務設計

在自然環境中探索，透過五感學習食農教育
Explore the natural environment and learn agri-food education through the five senses.

｜設計背景

位於新北市淡水的阿三哥農莊，距離淡水捷運站僅約 10 分鐘車程，佔地約 2.3 公頃，擁有豐富的自然生態資源。園區內保存了一座台灣早期燒製木炭的木炭窯，至今已有 80 年歷史，為當地僅存且保存最完整的珍貴文化遺產。
本次設計的目標在於「透過五感探索體驗」來設計實境的食農教育體驗，使來到農莊的顧客不僅能體驗半日至整日的與自然互動體驗，更能在體驗的過程中學習到自然生態與在地文化的價值，使教育與體驗可以互相結合

ASUNGO FARM, located in Tamsui, New Taipei City, is just a 10-minute drive from the Tamsui MRT Station. Spanning 2.3 hectares, the farm is home to a rich natural ecosystem. It also preserves an 80-year-old charcoal kiln, a rare and well-maintained piece of cultural heritage from Taiwan's early charcoal production era.
This project aims to provide a sensory exploration experience that combines agri-food education with immersive activities. Our goal is to seamlessly integrate education and experience, enriching both for participants. Visitors to ASUNGO FARM can engage in interactive experiences with nature, ranging from half-day to full-day activities, while also learning about the value of natural ecology and local culture.

｜農莊理念

阿三哥農莊以「里山生活風格」為核心理念，透過食農教育的方式，以農作物介紹結合台語文學的方式，帶領遊客認識各式作物，提供多元的農作體驗與料理製作課程，並以在地食材烹製出地道的鄉土美味，帶領遊客走入在地生活，透過五感享受與自然環境互動探索感與文化教育，成為都市人週末放鬆身心、親近自然的最佳去處。

ASUNGO FARM’s core value is centered around the "Satoyama Lifestyle," integrating agri-food education with Taiwanese literature to introduce various crops. Visitors are guided through diverse farming experiences and cooking classes, where they can enjoy dishes made from locally sourced ingredients. ASUNGO FARM provides an immersive experience that allows visitors to connect with local life and explore the natural environment through all five senses. It has become the perfect destination for urbanites to relax, unwind, and reconnect with nature on weekends. What is "satoyama"? It refers to Japan's rural landscapes where people and nature coexisted through sustainable practices such as farming and forestry. These ecosystems foster biodiversity, but they are now threatened by modernization. Efforts are being made to preserve traditional management practices in order to maintain environmental balance and biodiversity.

｜設計目的

1. 透過「品牌核心理念」建立識別系統，在視覺與行為識別的幫助下，打造品牌差異化讓特色能凸顯並被記住
2. 透過「識別系統」打造品牌相關元素與指標系統，提升農莊的整體性與識別度
3. 透過「實境解謎遊戲」，讓顧客在農莊探索時能發現品牌的核心理念、植物以及在地文化的價值，強化五感體驗與寓農於樂的連結性

1.Establish a brand identity system based on the core value of the "Satoyama Lifestyle," utilizing visual and behavioral recognition to differentiate the brand and emphasize its unique features for better memorability.
2.Create "immersive exploration experiences" that allow visitors to discover the brand's core value, plants, and local cultural heritage while exploring the farm, enhancing the connection between the five senses and the enjoyment of agri-food education.

【里山節氣調查行動＿遊戲故事】

這是封來自里山生活農莊的邀請函，你是我們正在尋找的夥伴，現在因為不明原因，農莊節氣大亂，使各作物生長產生問題，現在農莊需要你的幫助…你將成為一名里山調查員，根據農莊居民各季節的紀錄冊去探索，找出節氣大亂的不明原因，讓作物順利生長吧！
現在，就啟程你的探索之旅吧！里山調查員，農莊作物靠你來搶救！

[Satoyama Solar Term Investigation]
This is an invitation from Satoyama Lifestyle Farm. You are the partner we’ve been searching for. For some unknown reason, the farm’s solar terms have been disrupted, causing problems with the growth of the crops. The farm now needs your help… You will become a Satoyama Investigator, exploring the farm based on the seasonal records kept by the residents. Your mission is to uncover the cause of the disruption and help the crops grow properly again!
Now, set off on your exploration journey! Satoyama Investigator, the farm’s crops depend on you to save them!

｜設計理念

以阿三哥農莊為遊戲場域，打造實境探索導覽遊戲，讓遊戲結合實體場域的導覽。玩家根據各季紀錄冊，前往農莊各處探索與調查，找出節氣大亂的原因，幫助環境恢復生機、作物順利生長。
遊戲共分為春、夏、秋、冬四季，每季僅能在當季遊玩，在遊戲的互動下，透過實地探索各式作物，讓故事與農莊各季節作物能連結起來，並帶入里山生活的反思，從中了解農莊的核心價值，提升遊客對於農莊里山生活理念上的認同。

Using ASUNGO FARM as the game setting, we’ve created an immersive exploration and guided tour game that combines gameplay with farm exploration. Players will consult seasonal record books and explore different areas of the farm to investigate and uncover the cause of the disruption in the solar terms, helping restore the environment and enable the crops to grow again.
The game is divided into four seasons—spring, summer, autumn, and winter. Through interactive gameplay and hands-on exploration of various crops, the story connects with the farm’s seasonal produce. It also incorporates reflections on the Satoyama lifestyle, allowing visitors to understand the core values of the farm and deepen their appreciation for the "Satoyama Initiative."

｜色彩計畫

－ 主要色以大地綠與純樸米白為主，代表阿三哥農莊所建立的里山生活風格
－ 輔助色以有活力的黃與橘色來搭配大地棕色，代表農莊中的活力與熱情，增加品牌給人的溫度

- The primary colors are earthy green and pure beige, representing the Satoyama lifestyle established at ASUNGO FARM.
- The secondary colors are vibrant yellow and orange, paired with earthy brown, symbolizing the energy and passion of the farm, adding warmth to the brand's identity.

｜輔助圖形

－ 根據品牌風格設定與特色點，設計專屬ICON，在同識別系統下建立起識別度，並以親近溫暖的氛圍拉近與受眾之間的距離
－ 根據品牌核心「蒔茶園、山脈、樹林、農田」設計圖樣，在同識別架構下轉譯核心理念成圖樣，讓品牌未來在不同媒介之中時可以搭配應用

- Based on the brand style and key characteristics, icons are designed to establish recognition within the same identity system, creating a warm and approachable atmosphere to bridge the gap with the audience.
- Graphic patterns are designed based on the brand’s core elements—“tea gardens, mountains, forests, and farmlands.” These patterns translate the core values into visuals, allowing the brand to be applied consistently across different media in the future.

｜農莊指標系統

根據識別系統架構下，規劃農莊指標系統，並可運用識別系統中的元素來組合搭配，讓遊客在自主導覽時能夠清楚各設施與路徑位置，強化遊園時的體驗感受；同時品牌未來自行應用時，也能容易搭配組合

Based on the identity system framework, a farm signage system is planned, utilizing elements from the identity system for flexible combinations. This will help visitors clearly identify facilities and pathways during self-guided tours, enhancing their overall experience. Additionally, the system allows for easy future application and adaptation by the brand.

｜農莊服務插圖

根據識別系統架構下，規劃農莊服務插圖，強化識別的同時，將農莊的特色與願景融入再一起，讓品牌未來能持續在同識別氛圍中傳遞服務價值給予受眾

Based on the identity system framework, farm service illustrations are planned to strengthen brand recognition while integrating the farm's unique features and vision. This approach ensures that the brand will continue to convey its service values to the audience within the same recognizable atmosphere in the future.

｜農莊作物插圖

根據識別系統架構下，規劃農莊24款特色作物與食材插圖，讓品牌未來想擴充食農教育素材、導覽介紹、網站內容等媒介時都可以運用，強化品牌整體的識別度與專業度

Based on the identity system framework, 24 illustrations of the farm’s unique crops and ingredients are planned. These illustrations can be utilized in future expansions of agri-food education materials, guided tours, website content, and other media. This will enhance the overall brand recognition and professionalism