SHAJING OYSTER SAUCE
Baosha Shajingxiang Oyster Sauce is one of the intangible cultural heritages in Guangdong Province. The core members of the management team have more than 50 years of experience in oyster product making. Over the years, they have insisted on using fresh Shajing oysters as raw materials, and have won many reputations for their high-quality products.
Faced with the competition of similar products with high similarity in the market, the brand urgently needs to improve the identification of its own packaging and enhance the brand’s image. TODOT participated in the renewal design of the brand’s premium and classic oyster sauce labels.
We choose the traditional Chinese sauce label as reference and try to bring out the nostalgic taste of Shajingxiang oyster sauce. It not only echoes the core value of the brand, but also brings emotional resonance to consumers.
寶沙牌沙井鄉𧐢油製作工藝傳承百年,為廣東省非物質文化遺產之一。經營團隊的核心成員擁有超過五十年的製𧐢經驗,多年來堅持以新鮮沙井𧐢為原料,以真材實料的優質產品贏得眾多口碑,同時也不遺餘力地推廣沙井鄉𧐢油文化。面對市場上相似度極高的同類產品競爭,品牌方急需提高自身包裝的識別性、提升品牌精緻度。TODOT 參與了品牌的舊莊及經典𧐢油標籤更新設計,以品牌的特色賣點為核心,結合傳統調味產品的排版方式帶出懷舊味道。不但呼應沙井鄉𧐢油遵循傳統的特色,亦能為消費者帶來情感的共鳴。
舊莊𧐢油標籤以陳沛忠先生作為沙井𧐢人代表,示範煮第一道𧐢湯的工序作為主畫面,呈現了新鮮的沙井𧐢、專門的熬煮工具、大鐵鍋、𧐢湯過濾口等等元素。標籤配色採用紅、棕、卡其三色處理,充滿舊莊調味品該有的味道。
經典𧐢油標籤則以一個獨特的“𧐢”字作為設計核心,在各種蠔字的寫法當中,以“𧐢”字最為正宗。此“𧐢”字至今還仍能在民國的老報紙以及香港澳門等地區的𧐢油品牌或門店裡找到相關資料。“𧐢”字的設計以隸書為設計基礎,厚重的筆劃帶出品牌承載的歷史感。字型結構偏扁,起筆有明顯的尖端,收筆圓潤 ,型似𧐢油。當中蟲字的部首,更隱藏了一個水滴形狀,象徵沙井鄉品牌旗下的𧐢產品都是𧐢的精華、𧐢的精品。
CD
:Bob Lei, Fever Chu
D
:YJ Shen, Peggy Shen, Fergie Wu
I
:YJ Shen





