■ 公司名稱. 益富實業股份有限公司 ■ 品牌名稱. 益富 ■ 作品名稱. 品牌形象設計
讓營養日常打造美感生活
身為台灣營養品先驅的益富，在近四十年的累積中依舊力求品牌的突破與創新，從一開始代表營養的鳥Logo，到目前最為人所知以中文為主的識別，一步一步的改變都能看到益富對於品牌建構心態上的不同；而2021年將全面改造成具有國際感的品牌識別，在英文名稱上以希臘治癒女神”Epione”轉化成益富新英文名“Efione”，傳達出用營養改善體力與生活的品牌核心理念。而在檢視既有客群與多樣產品線的過程中，與夥伴密集討論與聚焦後，將原本偏醫療飲品的印象轉化為營養專家與關懷者，並將整體識別以更專業且國際化的方式呈現。
品牌識別以E連結向上的階梯具正面聯想的元素，強化出品牌健康照護的專業形象，中文品牌名稱則以中性俐落的設計手法表現出國際感且具有高規格的形象與品牌格局，在益的部首皿中結合了識別的概念，將階梯意象的線條設計巧妙結合，不管是在識別、英文名與中文名中都相互串聯；而色系則使用象徵吉祥平安的孔雀綠加上活力橘並加以優化，來延續品牌傳承的意義。
在品牌識別重塑的過程中，考慮的不只有最初的創立理念，還有一路走來的信念，並加入的對於未來之路的期許與方向，所有的定位與架構，讓益富在營養專家的基礎上，展現了台灣品牌的創新與美學。
■ Company – NUTRITEC-ENJOY Corp. ■ Brand – Efione ■ Project name – Branding visual identity design
Let the nutrition creates your beautiful life.
Efione as the pioneer of the Taiwanese nourishment brand kept chasing a higher breakthrough and innovation for forty years. Every single change could see the difference of Efione on building the branding mind that from the bird logo in inception period until the current visual identity that was the most well known.
2021 will fully remodel to an international branding identity. Thus, the new English name “Efione” is transformed from the Greek goddess of Healing “Epione”, which expresses the branding concept of improving energy and life through nutrition. Moreover, change the image of medical beverage to the experts of nutrition after checking existing audience and diverse product line, and represent the whole visual with more professional and international way.
The branding identity connects E and stairs that creating a positive association and also strengthening the professional image of a healthcare brand. Furthermore, the Chinese logo also combines the stair image with the radicals, and with the peacock green color that emblem auspicious and safe on the logo design. The visual identity, English identity, and Chinese identity are all connected with each other, which completely continued the meaning of the brand.
In the process of rebuilding the brand, the original founding idea is not the only thing we are thinking about, the experience along the way plus the hope and direction for the future are the position and structure of planning Efione. Moreover, express the creativity and aesthetics of the Taiwanese brand.
