Underforest: Select Brand Identity by Yi-Jen Tu |
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| DESIGN NAME: Underforest: Select PRIMARY FUNCTION: Brand Identity INSPIRATION: For decades, Taiwan's government forbade the logging of primeval forests and encouraged afforestation. However, it is difficult for forest owners to maintain their livelihood through forest management. Thus, in 2020, the Forestry Bureau launched the policy of "Under Forest Economy," with the coexistence of forest ecologies, to let foresters cultivate plants and livestock to increase their income. In 2020, we united with the government around the same goal and put out the brand "UNDERFOREST: SELECT," being of assistance to local foresters in South Taiwan. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The project, in hand with the government, built the leading brand of "Underforest: Select" for the under-forest economy. Through image integration and packaging specification, designers reduce material costs without compromising quality, strengthen the brand identity and raise the values for their products. OPERATION / FLOW / INTERACTION: Our branding colors are forest-green and matte gold. Forest-green portrays the abundant natural resources in the woods, and the matte gold represents the economic potential of the under-forest economy. We shape the brand identity with layers of woods and the silhouettes of the under-forest economy's products as an epitome of the sustainable cycle of life between forest ecologies and economy. PROJECT DURATION AND LOCATION: The project started in Taichung, Taiwan in October 2020 and ended in Chiayi, Taiwan, in January 2021. The "UNDERFOREST:SELECT" brand launch event was held in Chiayi Chukou Nature Center on January 22, 2021. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: The logo consists of four forest-green triangles, representing the Chinese Character "林 (Forest)." The logo conveys the idea of coexistence with the forests. The packaging uses simili paper to create the sense of touching the woods and is decorated with hot foil stamping in matte gold, which represents "the economic potential in the forests." SPECIFICATIONS / TECHNICAL PROPERTIES: UNDERFOREST:SELECT GIFT BOX: 270mm x 80mm x 185mm TAGS: #Taiwan #ChiayiForestDistric RESEARCH ABSTRACT: The government started promoting the "Under-forest Economy" because of the favorable climate conditions and the diversity of honey plants in the forest. After thinning, the woods were cut into logs with high carbohydrate content and high lignin. The foresters comply with the rule of not using any pesticides or chemicals in the process of planting. They develop natural and safe under-forest products such as "forest honey," "log-based mushrooms," and "Taiwan jewel orchid." Through "UNDERFOREST:SE CHALLENGE: The concept of "UNDERFOREST:SE ADDED DATE: 2021-02-26 17:21:42 TEAM MEMBERS (10) : Creative Director: YI-JEN, TU, Project Manager: HSIANG-YI, HO, Design Guidance: MENG-HAN, LIU, Designer: YI-CHIN, CHUNG, Designer: CHIAO-WEI, YANG, Designer: YU-CHAN, LIN, Designer: HSUAN-YING, CHIANG, Designer: CHANG-YU-CHEN, Designer: CHING- YU, YEN and Space Designer: TZU-HAO, KUO IMAGE CREDITS: Yi-Jen Tu, 2020. |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Chiayi Forest District Office - Forestry Bureau PROFILE: In order to manage the national forest and achieve the goal of management for multiple uses, the Chiayi Forest District Office headquarters consists of 4 Ranger Stations. To facilitate public access to services, the Chiayi Forest District Office is located in Chiayi city, and Ranger Stations have been established in locations where the most services are needed, front-line implementing units. Besides, we also administer Alishan National Forest Recreation Area and Under-forest Economy: Alishan National Forest Recreation Area- In the early days, Alishan was one of the three major logging areas. Since then, Alishan has been developed based on environmental conservation and forest recreational facilities. Historical remains such as the Old Tree Stump, Lumber Collecting Post, and Tree Spirit Pagoda, and Alishan forest railway all vividly portray stories from early generations. There are a huge variety of flowers, trees, and wildlife inside, it’s one of most tourists visiting place under Forestry Bureau. Under-forest Economy policy includes three products: honey products, log-cultivated shiitake mushrooms, and Taiwan jewel orchid. In order to ensure the differentiation of the under-forest economy products from those of other regions and to strengthen the overall image of our brand identity, Under forest: Select is the basic identification system of the under-forest economy logo. |
| AWARD DETAILS | |
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Underforest: Select Brand Identity by Yi-Jen Tu is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.· Press Members: Login or Register to request an exclusive interview with Yi-Jen Tu. · Click here to register inorder to view the profile and other works by Yi-Jen Tu. |
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