茘夏-台灣大樹荔枝加工食品包裝設計研究

在台灣有生產許多水果，對於台灣大樹比較著名的就是荔枝，在這個荔枝產地過去生產許多荔枝發售至各地，我們覺得比較不足的地方是沒有結構的去做出這個適合荔枝的包裝，那為了達到這個目的，我們計畫為大樹荔枝設計一款包裝，一方面能行銷荔枝，另一方面能介紹大樹，我們做的是荔枝加工食品的包裝設計，目的是為了讓愛吃荔枝的消費者，能在產期外也能品嚐到荔枝的美味，解決荔枝採收後保鮮運送的問題。我們企劃的加工產品有果乾、果醬、果醋與果茶四款，我們的目的是讓荔枝在一年四季都能品嚐到。在風格定位部分：我們採用楊貴妃喜愛吃荔枝來做發想，我們的主要客群是喜愛荔枝的成熟女性，所以結合仕女圖來呈現出成熟優雅的品牌定位。在品牌識別部分：我們的命名是來自「荔」枝盛產於「夏」天，標準字採用荔夏結合荔枝的特徵，我們包裝上不僅能夠讓更多人看見荔枝產品，也能讓購買的人在圖上能看見大樹的景色，並且提升銷售量，讓更多人去購買了解，並且建立品牌知名度，讓更多人了解這個品牌且推廣大樹荔枝。

Lixia-Research on packaging design of processed food of Dashu lychee

In Taiwan, lychee is the most famous fruit, particularly from the region's renowned big trees. However, we've noticed a lack of suitable packaging for these lychees. To address this, we plan to design specialized packaging for big tree lychees. This serves a dual purpose: to promote lychee sales and highlight the significance of these trees. We'll also develop packaging for various lychee processed foods to ensure year-round availability and tackle transportation issues post-harvest. Our product line includes dried fruit, jam, fruit vinegar, and fruit tea, offering the delightful taste of lychee throughout the year.
Inspired by Yang Guifei's love for lychees, our brand targets mature women who share a passion for this fruit. Our brand name reflects the abundance of lychees in summer, and our packaging features lychee imagery to attract attention and boost sales. By incorporating scenic views of lychee trees, we aim to enhance brand recognition and awareness, ultimately promoting the significance of big tree lychees to a wider audience.