Underforest: Select Brand Identity by Yi-Jen Tu

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DESIGN DETAILS
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 #ChiayiForestDistrictOfficeForestryBurea u #UNDERFOREST:SELECT #BrandIdentity #UnderForestEconomy #CoexistwithForests #SocialImpact #Sustainableconsumptionawareness

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:SELECT," the foresters began to understand the idea of branding concept and marketing. The cooperation between the government, the foresters, and the brand "UNDERFOREST:SELECT" promotes the idea that productive economic activity and ecology can co-exist.

CHALLENGE:
The concept of "UNDERFOREST:SELECT" integrates three conditions: A. Be eco-friendly and coexist with the forests B. Revitalize the agricultural economy C. Raise the green awareness among the consumers through the brand identity and visual design and change their consumption habits

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.

CLIENT/STUDIO/BRAND DETAILS
NAME:
-

PROFILE:
-

NOMINATION DETAILS

Underforest: Select Brand Identity by Yi-Jen Tu is a Nominee in Graphics, Illustration and Visual Communication Design Category.

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AWARD DETAILS

Underforest: Select Brand Identity by Yi-Jen Tu is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.



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