金色三麥 品牌識別
Yu Heng Tea is a family-owned tea brand in Taiwan, rooted in the passion and dedication of the founder’s father—an expert with a sharp, discerning eye for tea. His meticulous approach extends beyond tea to his everyday life: simple, pure, and unwaveringly consistent. He wears the same clothes, follows a strict daily routine—from waking up to meals, exercise, and tea drinking—yet when it comes to tea, his passion knows no bounds.
Inspired by this philosophy, every aspect of the brand's design was carefully considered—from the initial identity development to the balance of visual elements, material selection, printing, and finishing techniques—all reflecting the brand’s deep-rooted values.
The logo draws inspiration from the Chinese character “恆” (meaning "perseverance"), seamlessly blending three key elements: the character’s structure, the elegant movement of tea leaves in water, and the traditional withering process where tea leaves rest on bamboo trays. The result embodies craftsmanship, precision, and an unwavering dedication to quality—expressing both refinement and an unrelenting passion for tea.
有恆焙茶起緣於業主的父親，一位對茶葉有獨特見解、敏銳、挑惕與堅持的達人，這些態度不僅面向茶葉，也落實於自身的生活上：簡樸、純粹、回歸單一、總穿著一樣的衣服、堅守一樣的固定作息 (包含起床、用餐、運動、喝茶.....)，但於他興趣所在如茶葉，卻是熱情的無限付出。回饋於此的的心情與態度，我們仔細推敲了所有設計的面向，自初始的identity發展開始、到所有元素的搭配、視覺重量與負擔的規劃、選紙、印刷與加工表現，期望能展現與其心情相當的外在。identity取自「恆」一字造型、與如於茶湯之中的茶姿、與茶葉製程中的一環三者結合。有所選擇的細膩、精緻、準確、堅持與工匠精神、還有對所認同價值觀展露無比的熱切之心。
Creative Direction / Andrew Wong, Janett Wang
Design / Yang Fong Ming
SERVICEBranding, Packaging
YEAR2016
CLIENTYu Heng Tea