Red Dot Design Award
Brand Concept

YU-SHIH-LIANG

YU-SHIH-LIANG | Red Dot Design Award

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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.

Red Dot Design Award

Credits
  • Design:
    Kuan Pei-Hsuan, Taipei
YU-SHIH-LIANG | Red Dot Design Award