萬里香品牌再造

萬里香品牌再造｜設計背景

萬里香成立於1921年，在大溪已經深耕超過百年的歷史，提供引以為傲的豆製品，深受當地老顧客和遠道而來的品味追求者喜愛。在跨越百年的里程碑時刻，決定以全新的姿態再度啟航，透過品牌再造的策略，以「萬里香豆製所」的名稱向外界推廣萬里香獨特的豆製品文化。

"萬里香" (ONELISHINE), established in 1921, has been a cornerstone of Daxi’s history for over a century, offering soy products beloved by both locals and visitors alike. As the brand celebrates its 100th anniversary, it embarks on a new chapter through a rebranding strategy, striving to share its unique soy product culture with a wider audience.

萬里香品牌再造｜設計前策略

為實踐本次品牌再造的核心「共同設計與實踐」，我們與樂碰思合作，共同舉辦共創工作坊。透過輕鬆有趣的遊戲方式，我們凝聚了萬里香內外部的重要夥伴們的想法，共同探索品牌未來的發展方向。在引導師和遊戲過程的幫助下，逐步讓每位夥伴的想法得以表達，找出彼此之間的共同點並達成共識。藉此讓設計的核心理念、設計元素是由夥伴們共同創造的，我們將在此基礎上進行進一步的發展和應用。

To realize the core value of this rebranding initiative, "Co-Design and practice," we collaborated with Lebounce, an innovative design consultancy specializing in experience and game design, to help businesses address challenges and strengthen team alignment by hosting a co-creation workshop. Through engaging and enjoyable games, we brought together ONELISHINE’s key internal and external partners to explore the brand’s future direction. With the support of facilitators and game process, each participant's ideas were expressed, common ground was identified, and consensus was reached. This process ensured that the core concepts and design elements were co-created by the partners, forming a solid foundation for further development and application.

萬里香品牌再造｜設計脈絡

在工作坊中，萬里香的夥伴們最終歸納出了四個品牌核心概念「在地飲食文化、有機健康、注重品質不注重量、在地深耕經營」。我們以這四點為基礎，通過關鍵字的連結方式，逐層思考視覺脈絡，最後總結出了五個關鍵詞彙「明亮清晰、溫和圓潤、溫暖色系、擬人化、質感」。後續，我們將以此為定位開始進行萬里香品牌再造。

During the workshop, ONELISHINE’s partners identified four core brand concepts: "local foodie culture," "organic and healthy," "prioritizing quality over quantity," and "a century-old local brand." Building on these core concepts, we systematically explored the visual framework through keyword associations. This process resulted in five defining visual attributes: "bright and clear," "gentle and rounded," "warm color palette," "personification." These attributes will serve as the foundation for ONELISHINE’s rebranding moving forward.

萬里香品牌再造｜標誌與標準字

延續既有標誌所傳遞的理念意涵，透過設計調整，擷取以「萬」字所製作的標誌，結合圓潤飽滿的型態、並簡化筆畫，使萬字更佳清楚且易讀。呈現出萬里香希望給人乾淨、品質、有質感的視覺印象。在優化過程中，我們將豆干的形態與特色點融入標準字之中，創造出一套與百年豆製品文化相吻合的萬里香豆干體。透過重新詮釋豆製品文化，我們將為萬里香帶來嶄新的識別，同時為在地文化注入新的詮釋可能性。

Building on the existing logo’s conceptual essence, the redesigned logo refines the iconic "萬" character. By adopting a rounded and full-bodied form and simplifying its strokes, the character becomes cleaner and more legible. This adjustment reflects ONELISHINE’s vision of delivering a clean, and high-quality visual identity.
In the optimization process, we incorporated the shape and distinctive features of dried tofu into the typography, creating a typeface that connects to ONELISHINE’s century-old brand core business of "soy products." By reinterpreting soy product culture, this rebranding effort gives ONELISHINE a refreshed identity while opening up new possibilities for local cultural expression.

萬里香品牌再造｜標誌設計

標誌以萬里香的豆製品核心出發，運用豆干與黃豆的外型來進行轉意，為傳遞萬里香以以為傲的豆製品品質與 Q 彈口感，在標誌中透過上翹的弧度與收尾來轉議，並在草字頭的部分向外凸出，代表萬里香向上進取的品質要求。

The logo is inspired by ONELISHINE’s core business of soy products, incorporating the shapes of dried tofu and soybeans as design elements. To convey ONELISHINE’s pride in the quality and bouncy texture of its soy products, the logo features upward curves and tapered ends, symbolizing the brand’s high standards of craftsmanship. Additionally, the upward protrusion in the “grass radical” reflects ONELISHINE’s commitment to continuous improvement and excellence.

萬里香品牌再造｜標準字設計

使用具有毛筆感的字體，帶出百年的溫度，同時把豆干的弧形、黃豆的圓融加入筆畫之中。尾端的翹起象徵萬里香豆干 Q 彈的口感特色。英文則使用偏向黑體的字體，整體有現代感，但其中卻依然保有運筆的粗細變化，保留歷史感。

The typeface adopts a calligraphic style to reflect a century of brand history, blending the curved forms of dried tofu and the roundness of soybeans into its strokes. The upward flick at the ends symbolizes the bouncy texture of ONELISHINE’s soy products. For the English typeface, a modern sans-serif style is used, combining a contemporary look with subtle historical elements that reflect the essence of traditional craftsmanship.

萬里香品牌再造｜色彩計畫

品牌色由主色與背景色互相搭配，主色選用象徵黃豆與豆製品的黃色系。搭配象徵品百年老店與傳統大器的紅色系。背景色，則是以象徵純淨的豆漿及豆腐的米白色，藉此幫助品牌建立起乾淨有品質的印象。

The primary colors include yellow, symbolizing soybeans and soy products, and red, reflecting the rich heritage of a century-old brand. The background color is a soft beige, inspired by the purity of soy milk and tofu, enhancing the brand’s clean and high-quality image.

萬里香品牌再造｜插圖設計

我們以品牌策略為基礎，進行品牌Ip角色的規劃。將品牌核心的「黃豆、豆干、豆腐製作過程」作為創意發想的基礎，這些元素將成為品牌對外傳遞訊息時的重要元素。我們希望這些插圖能讓品牌更加親和且溫暖，同時展現出品牌的溫和圓潤特質。
除此之外，我們還計劃設計一系列與豆製品工藝相關的插圖，以及展示大溪街區風貌的插圖。透過這些插圖，我們希望能以視覺化的方式向大眾傳遞品牌的故事和相關資訊，讓人們更加深入地了解萬里香品牌所代表的意義。

Based on the brand strategy, we planned a series of brand Ip characters. Inspired by the core elements of "soybeans, dried tofu, and the tofu-making process," these characters serve as key components for communicating the brand’s message externally. The illustrations aim to make the brand more approachable and warm while highlighting its gentle and rounded qualities.
In addition, we are designing a collection of illustrations related to soy product craftsmanship and the streetscape of Daxi. Through these visuals, we hope to tell ONELISHINE’s story and share key information in a way that resonates with audiences, deepening their understanding of the values and essence the brand represents.

萬里香品牌再造｜豆製品插圖設計

萬里香以推廣豆製品文化為核心價值，讓更多大眾能認識豆製品文化，但由於豆製品的種類相當多元，因此規劃各類豆 製品插圖，並以此插圖為基準規劃黃豆百變大不同的流程圖、指南及網站應用。

With a core value of promoting soy product culture, ONELISHINE aims to introduce this tradition to a wider audience. Given the diversity of soy products, a series of illustrations has been created to represent various types. These illustrations form the foundation for designing flowcharts, guides, and website applications under the theme "The Many Faces of Soybeans," showcasing the versatility and cultural significance of soy products.

萬里香品牌再造｜包裝與延伸設計

以品牌識別系統為基礎，延伸設計萬里香新款的豆干零食袋、兩款大小尺寸的選物禮盒。運用萬里香與大溪特色結合轉譯後的豆製品形象，在凸顯豆製品文化的同時，讓消費者能更深入的了解大溪與豆干文化，使消費者看到商品時就會想到萬里香與大溪，就會想到是時候再來趟大溪之旅。

Building on the brand identity system, we created new packaging designs for ONELISHINE’s dried tofu snacks and two sizes of gift boxes. These designs combine reimagined soy product imagery with elements reflecting ONELISHINE and Daxi’s unique cultural heritage. The packaging not only emphasizes the cultural significance of soy products but also strengthens consumers’ connection to Daxi and its dried tofu tradition. By linking the product with ONELISHINE and Daxi, the packaging encourages consumers to think, "It’s time for another trip to Daxi."