Brand Concept

YU-SHIH-LIANG

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The brand name Yu-Shih-Liang is derived from a Taiwanese saying which translates as “remember to preserve the food even on sunny days”. This refers to the high quality of the products made by a farming family that produces them according to tradition and in harmony with nature. In order to visualise this, the corporate identity system uses engravings of a barn and a drying ground – both essential features of a typical farmyard. The sun and rain that farmers rely on every day are represented by Chinese radicals to indicate the dried food series and the pickled bamboo shoots series.

Credits
  • Design:
    Kuan Pei-Hsuan, Taipei