MURCOTT'S NEW ASPECT — MURCOTT'S NEW ASPECT — MURCOTT'S NEW ASPECT — MURCOTT'S NEW ASPECT — 
品牌識別 · 包裝設計 · 精品農業

山城新橘Murcott

Taichung's Dongshi is a city surrounded by magnificent mountains, with agriculture as its primary industry and Murcott oranges as a standout local specialty. Murcott's New Aspect inherits the cultivation methods of Taiwan's leading Murcott growers, specializing in growing Murcotts suited to mountain environments. We become 'Your Murcott Counselor.' Growing with the advantages of mountain terrain, our local Murcotts deliver the freshest, sweetest taste. With genuine counselor spirit, we share the joy of Murcott cultivation and local culture with every discerning consumer.

山城新橘
Client
山城新橘
Year
2022–2023
Scope
品牌識別設計 / 包裝設計 / 社群視覺
Industry
精品農業禮品
Visual
Visual Direction

Mountain City Sunshine
Premium Agriculture Aesthetics

Inspired by mountain silhouettes, the design fuses mountain peaks with Murcott forms, symbolizing Murcotts 'growing with the mountains' in a fresh aesthetic. The seal includes 'Zhang Family,' showing that Murcott's New Aspect originates from the Zhangs. By transforming the white segments visible when slicing Murcotts into brushstroke patterns, we created a distinctive Murcott typeface.

Your Murcott Counselor
Murcott's New Aspect
Packaging DesignPremium AgricultureGift BoxBranding

Design Process

04 Phases
01
Market Positioning
Premium agricultural market analysis, competitive research, establishing differentiation strategy for high-end gifting.
02
Visual Development
Brand color palette, hand-illustrated style, typeface selection, establishing Murcott's New Aspect's visual identity system.
03
Packaging Design
Gift box structure planning (top-and-bottom design), printing techniques (hot stamping, spot gloss), material selection.
04
Visual Extension
Social media visual templates, e-commerce product image standards, brand guidelines manual.
Application
Brand Application

"From brand identity to premium packaging, showcasing Taiwan's agricultural pride in its most beautiful form."

Next Project
社會識 Social Identity