由於客家族群生活型態特殊，漂泊的生活促使客家人團結自保，性格傾向於內聚、保守、節儉，直至今日仍保存著該民族的傳統精神，為延續客家獨有的「硬頸精神」。乾恬好食以客家諺語為設計背景，結合客家菜乾做為整個專案的設計主軸。
This project takes inspiration from the resilient spirit of the Hakka people:
a community shaped by a life of migration, unity, and perseverance.
To reflect their traditional values of frugality, solidarity, and cultural pride, we built the visual identity of this food brand around Hakka proverbs and dried vegetable dishes:
a culinary staple deeply rooted in Hakka life.
以四大客家精神作為依據，篩選出符合相對精神之客家諺語，將其圖像化並使用報紙印刷排版，使畫面呈現傳統樸實之視覺。外層包袱巾融合客家傳統技法-藍染，將包巾賦予二次利用價值，讓消費者在取出商品仍可以利用包袱巾作為其他用途。
We selected four well-known Hakka sayings, each representing a key Hakka value, and transformed them into a series of playful yet respectful illustrations.
Inspired by traditional newspaper aesthetics, the layout and typography express simplicity and authenticity.
The outer packaging uses tie-dye furoshiki cloths, referencing Hakka blue-dyeing techniques, and encourages sustainable reuse after unpacking.
Inspired by traditional newspaper aesthetics, the layout and typography express simplicity and authenticity.
The outer packaging uses tie-dye furoshiki cloths, referencing Hakka blue-dyeing techniques, and encourages sustainable reuse after unpacking.
乾恬好食之專案，藉由插圖帶出客家俚諺-客家族群智慧的濃縮，將四種不同的客家精神與四種菜乾做連結，逗趣、傳統、精神承衍集合於一身，增進大眾對於客家菜乾的認知且喚起認同感。
Through this design, we aimed to spotlight the cultural wisdom encoded in Hakka proverbs, while making traditional food more approachable and recognizable to a wider audience.
The result is a thoughtful blend of humor, heritage, and visual storytelling that celebrates Hakka identity in a fresh way.
The result is a thoughtful blend of humor, heritage, and visual storytelling that celebrates Hakka identity in a fresh way.
This project took over six months to complete — from location research and interviews to on-site filming, we traveled many times to meet and document our interviewees in person.
Though physically exhausting, every step of the journey was incredibly rewarding⭐️
Seeing our final product come together made it all worthwhile.
I truly believe that when you put your heart into a project, the results will always reflect that energy, and this was a perfect example of that!
Though physically exhausting, every step of the journey was incredibly rewarding⭐️
Seeing our final product come together made it all worthwhile.
I truly believe that when you put your heart into a project, the results will always reflect that energy, and this was a perfect example of that!
Credits
Designer｜ June Kao, Angelina Chen, Tommy Hsieh, Sabrina Guo
Print｜報紙＆文宣 - 印時代
名片 - 印象派 Elephant Print
包袱巾 - 灣得文創 Wonder Product
Photography｜福克斯攝影 FOCUS.PHOTOGRAPHY
Relese Date｜2023
My Role
Logo Design/ Illustration/ Interview/ Photography
