Billy Cheung


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    Tian Jiang Crops

    田匠物產
    Branding & Identity
    Brand Strategy
    Packaging
    Digital Design



    All the natural freshness from the field!
    Cultivated with care, harvested with passion, delivered with trust.

               Tian Jiang Crops, a proud fresh produce brand under Wan Shun Agriculture, embodies the spirit of true field artisans. Rooted in the dedication of our farmers and nurtured by the richness of the earth, we combine time-honored expertise with modern farming techniques to bring you safe, delicious, and high-quality agricultural products.

                           Specializing in a variety of pumpkins—including our signature chestnut pumpkins—Tian Jiang offers not only fresh harvests but also a range of carefully crafted pumpkin products. From seed selection through cultivation, harvesting, and packaging, every step follows a hands-on, integrated approach. Our commitment to friendly farming practices ensures that only the freshest, sweetest pumpkins make their journey from the fertile soils of Yunlin straight to your table.




    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.

               Guided by our brand strategy, we crafted a design direction centered on Simplification, Essence, and Approachability. The logo was streamlined—replacing the original complex forms with clean, simple lines—ensuring it remains clear and recognizable at any size.



    To highlight Tian Jiang Crops’ expertise in pumpkins, the logo features a pumpkin as its core element, instantly communicating the brand’s specialty. This design incorporates sliced fruits, vegetables, and pumpkin seeds, representing not just pumpkins but the full range of premium crops we cultivate.

               To connect with our key audiences—young women and homemakers—we introduced soft, rounded lines and corners paired with warm, vibrant, and fresh colors. This approach gives the logo a friendly, inviting feel that resonates deeply with consumers.

                           This thoughtful blend of simplicity, meaningful symbolism, and approachable design not only strengthens brand recognition but also sets Tian Jiang Crops apart on the shelf, establishing a memorable and trusted presence.




    Client
        丸順農業 Wan Shun Agriculture
    Category
        Brand Strategy
        Brand Identity
        Packaging
        Digital Design
    Sector
        Agriculture
    Year
        2023    Agency    台灣設計研究院 Taiwan Design Research Institute

    Consultancy    中華民國農業部 Council of Agriculture (COA) Taiwan

    Creative Direction    Billy Cheung

    Art Direction    Gloria Mak

    Design    Yuhsuan Huang

    Project Management    Abby Wang, Johnnyg Chuang, Doris Peng 

    Copywriting    Yuning Chen

    Photography    Final_Final Studio 修改次數有限公司



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