Tian Jiang Crops

田匠物產

Client

丸順農業 Wan Shun Agriculture

Type

Brand Strategy

Brand Identity

Year

2022

About

"All the natural freshness from the field!" — Tian Jiang Crops is a fresh production brand of Wan Shun Agriculture, which means artisans from the fields. In order to produce safe and delicious agricultural products, we rely on the hard work of farmers and the bounty of the earth, as well as professional farming techniques. Tian Jiang specializes in harvesting varieties of pumpkins, such as chestnut pumpkins, and a series of processed pumpkin products. From pumpkin seeds to production and packaging, a participatory and integrated marketing model was taken in place, with friendly cultivation, fresh harvesting and processing, all of which are strictly utilized step by step, so that the sweet and delicious pumpkins can be delivered to consumers' table from the farms in Yunlin.

We have rebranded the original Tian Jiang products with a younger image, emphasizing the pumpkin as the core of their expertise, to grow organic fruits and vegetables. We used rounded lines and bright, warm colors to create a friendly image and bring the parent-child community closer together.

In accordance with the brand strategy, we outlined the strategic design direction of "Simplification, Transmission of Essence and Friendliness". We simplified the lines of the logo, abandoning the original complex combination of forms, so that the logo can be used at any size to clearly show the details. To convey the essence of Tian Jiang Crops as a pumpkin expert, we used pumpkin as the main logo composition, so that viewers can understand it at a glance. The logo was composed of sliced fruits and vegetables and pumpkin seeds. Not only pumpkins, but also other quality crops from the fields.To bring the logo closer to the two target audiences of young women and housewives, we used a lot of rounded lines and rounded corners, and warm, bright, fresh colors, in the logo, to express the friendly and approachable brand tone to consumers.

In accordance with the brand strategy, we outlined the strategic design direction of "Simplification, Transmission of Essence and Friendliness". We simplified the lines of the logo, abandoning the original complex combination of forms, so that the logo can be used at any size to clearly show the details. To convey the essence of Tian Jiang Crops as a pumpkin expert, we used pumpkin as the main logo composition, so that viewers can understand it at a glance. The logo was composed of sliced fruits and vegetables and pumpkin seeds. Not only pumpkins, but also other quality crops from the fields. To bring the logo closer to the two target audiences of young women and housewives, we used a lot of rounded lines and rounded corners, and warm, bright, fresh colors, in the logo, to express the friendly and approachable brand tone to consumers.