福利麵包自1949年創立至今，始終秉持著相同初衷，為消費者提供市場上少見的烘焙產品。過去，福利曾經被視為是台灣烘焙產業的領導者，隨著烘焙產業進入成熟發展的階段，消費者的生活中存在大量選擇，福利的領導者形象也隨之弱化，需要比過往更為積極、主動地投入品牌溝通與形象推廣，才能重新在台灣的烘焙產業扮演趨勢領導者的角色。
Once the leading bakery in Taiwan, Florida gradually fell out of favor due to new bakeries entering the market over the years. Competing in a highly saturated market, Florida renewed its brand image in order to strengthen its communication and reinstate its leading position.
以「重現經典」作為識別的設計策略，福利的標誌設計靈感來自於1949年在台北市中山北路的創始店。擷取當時招牌字體的弧線造型，以當代的手法重新詮釋出福利的經典形象。同時將使用70年的女廚師人像圖案，重新繪製為印信形式的輔助標誌，延續品牌的歷史記憶。
Focusing on “bringing back the classic” to the design, the upgraded logo is inspired by its first store in Taipei. DDG re-interpreted the Florida Bakery’s classic brand image; capturing the curves from the old hand-written signage and turning them into a contemporary design. Additionally, DDG turned the lady baker icon of 70 years into a stamp element to keep the memory of the brand alive.
Strategy, Art Direction, Design, and Illustration by DDG
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