FU JIA XUAN — FU JIA XUAN — FU JIA XUAN — FU JIA XUAN — 
品牌識別 · 包裝設計 · 視覺系統

福嘉軒Fu Jia Xuan

Wu's Fu Jia Xuan Chinese Pastries | Chinese Heritage, Taiwanese Taste. Happiness Doubled. Fu Jia Xuan is dedicated to blending Taiwan's classic flavors with innovation, offering premium gift experiences and customized services that convey care and refinement. Every pastry represents our commitment to quality and our affection for our customers, making Fu Jia Xuan a beautiful memory in everyone's life.

福嘉軒
Client
福嘉軒
Year
2023
Scope
品牌識別設計 / 包裝設計 / 視覺延伸
Industry
食品禮品零售
Visual
Visual Direction

Ancient Essence Reborn
Tradition in Contemporary Voice

Centered on 'Chinese Heritage, Taiwanese Taste, Happiness Doubled,' the typography draws from the rhythmic elegance of classical Chinese penmanship, presenting a sophisticated and refined brand character. Deep brown tones echo the aroma of pastry baking, paired with off-white and soft gray to create a premium, warm atmosphere. The 'Wu' and 'Ji' seal designs symbolize family heritage and trustworthiness. The overall structure blends Chinese and English, showcasing local culture while maintaining international visual appeal.

Where Tradition
Meets Modernity
Packaging DesignBrand IdentityCultural HeritageGift

Design Process

04 Phases
01
Brand Strategy
Market positioning analysis, consumer insights, brand story development, establishing the 'Ancient Essence Reborn' design direction.
02
Visual Exploration
Deconstructing and reconstructing traditional cultural elements, typography design, color system development.
03
Packaging Design
Gift box structure development, layout production, printing techniques (hot stamping, embossing) planning.
04
Production Delivery
Sample confirmation, color correction, production specification documents and cutting die delivery.
Application
Brand Application

"From brand identity to gift packaging, helping century-old pastry craftsmanship find new expression in the modern market."

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