Taiwanese Roadside Banquet
The inspiration for the brand design comes from the unique aesthetics of Bando cuisine - lively, exciting and colourful. We combine the traditional vertical calligraphy with a modern English fonts to present a visual vocabulary that is both retro and novel in the collision of Eastern and Western cultures. This is not just a retro design, but a ”complex aesthetic“ - just like the banquet itself, the layers of stacked dishes, the gorgeous and complex plating, the exquisitely carved decorations, all the elements interweave a sense of visual richness and cultural depth. The design deliberately avoids contemporary minimalism and chooses to embrace the traditional complex beauty full of details and layers.
The visual design is inspired by the art of table presentation - Taiwanese banquet chefs are good at using unique plating techniques and food carving techniques to present dishes in a landscape layout like flowers, birds, and Chinese gardens. We extracted exclusive cuisine totems from these classic elements, integrating brand, ingredients and carving techniques to convey the essence of banquet culture in a visual way.
「豐辦桌」這個品牌致力於傳承並復興辦桌文化，讓現代人能夠重新品味那些即將失傳的台灣傳統料理。而身為設計方的我們希望透過這次的品牌升級，梳理辦桌宴席的歷史脈絡，並以當代視角讓這項文化重新被世人看見。
整體設計靈感來自辦桌菜系的獨特美學——熱鬧、澎湃、繽紛多彩。我們融合傳統直式書法與現代英文字體，在東西文化的碰撞之間，呈現出一種既復古又新穎的視覺語彙，這不僅僅只是復古的設計，而是一種「繁雜的美學」——正如辦桌宴席本身，層層堆疊的菜色、華麗繁複的擺盤、雕工精緻的裝飾，所有元素交織出一種視覺上的豐富感與文化深度。設計刻意避開當代極簡風格，而選擇擁抱這種充滿細節、層次感十足的傳統繁複之美。
視覺設計取材於辦桌的擺盤藝術——台灣的宴席師傅擅長運用獨特的擺盤技巧與食雕工藝，將料理呈現為花鳥、中式庭園般的景觀布局。我們從這些經典元素中提煉出專屬的菜系圖騰，將品牌、食材與雕花工藝三者融合，以視覺方式傳遞辦桌文化的精髓。透過當代設計語言，我們希望讓台灣這項獨有的飲食記憶與世界對話，讓更多人認識並珍視這份珍貴的文化遺產。
AD&D / MING
SERVICE
Branding, Key Visual
YEAR
2024
CLIENT & PHOTO
豐辦桌 Taiwanses Roadside Banquet