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CHIAYUM badge used as a tag for Aurora melons
Branding applications
Logo compositions (T) & the aquatic product version (B)
How the logo is composed
The previous logo (L) & the newly rebranded identity (R)
Aurora melon packaging and tag from Chiayi County
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No. 20111

CHIAYUM - Badge for the Chiayi Produce|嘉義優鮮 - 嘉義縣農產品牌標章

Logo, Package, Visual Identity, Food, Branding

Chiayi County Government 嘉義縣政府

2020

With the rebranding of speciality goods by the Chiayi County Government, the new visual identity (badge) fuses the essence of agriculture with contemporary design elements. It features 18 green stripes that represent the county’s 18 townships, arranged in a square shape reminiscent of the Chinese character “田” (tián), meaning “paddy field”. This symbolizes the growth and unity of agriculture through an abstract and transformative design. A specialised version of the logo, with equal prominence as the main logo, has been tailored for aquatic products to ensure versatility and consistency across various industry applications.

Furthermore, the brand has been renamed from Quality and Fresh to Chiayum, combining “Chiayi” with “Yummy” to evoke the sense of deliciousness in a more attractive and memorable manner.


  1. Aurora melon packaging and tag from Chiayi County

  2. The previous logo (L) & the newly rebranded identity (R)

  3. How the logo is composed

  4. Logo compositions (T) & the aquatic product version (B)

  5. Branding applications

  6. CHIAYUM badge used as a tag for Aurora melons

嘉義縣政府致力推動在地農特產品商品化,為翻轉傳統農業既定印象,重新定義「嘉義優鮮」品牌形象,提升農業轉型創新能量,打造嘉義縣高品質新農業實力。

「嘉義優鮮」品牌視覺識別重塑,結合農業精神與當代設計元素,將嘉義優鮮原英文副標「Quality & Fresh」捨除,新加入「Chiayi + yummy = CHIAYUM」之品牌英文名。識別標誌設計概念則將嘉義縣轄內囊括18鄉鎮市做為視覺骨架,在極簡易於記憶的形態中,以18條清爽梳理的綠色線條描繪出「田」及「田埂」的意象,從起點萌芽滋長,象徵農作的基線、施培、育成及韌性。並延伸出漁業專用之視覺標示,保有視覺一致性的同時兼顧多元產業的使用。


透過當代設計闡述傳統農業創新理念,感受嘉義縣優質、可口、精緻農業的核心價值。

Art director 陳聖智 Even Chen
Designer 陳聖智 Even Chen、聶永真 Aaron Nieh
Designer for press conference invitation card 魏仁祥 Xiang Wei
Project manager 林彥君 Janice Lin


Print agency 古根漢美術印刷設計 GEEPRESS DESIGN
Marketing & Event Agency Botana Exhibition Design