菓懋系 視覺識別 / GUOMAOSI Visual Identity
以法式經典甜菓為載體，和著勤勉努力與腳踏實地做好作品的誠懇，注入台灣食材的味覺記憶，立志在甜點界成為讓好吃乘著想像力起飛的獨特系。味蕾觸動深層記憶，由台灣脈絡延伸、翻轉、交織至世界的探索旅程，讓甜蜜繁盛、美麗並驚喜期待每一日。
❝ Sparkling From The Heart ❞
可麗露的決勝點在於「內裏」的Q彈軟嫩映襯了不起眼外殼脆硬的平衡；送禮最重要的關鍵點在於禮物中的「心意」而非炫目的外觀。兩者皆是存在於隱藏肉眼可視的外觀之下的「內在」，由內而外、從心中燃起一個電光石火的小火花，進而迸發熱力，開啟一連串的可能性。
食物設計下的「台灣」脈絡
從最簡單而最低門檻的「食」為入口，向世界介紹「台灣」：除了外觀可視的自然美景、夜市小吃、地方特產，還會有什麼？
一：食物設計探討的是「體驗」，從視覺、拆包裝到放入口中的過程
二：從中逐一將台灣的符碼與脈絡轉化與詮釋，探討文化、議題與情懷
三：從三十世代的我們演繹與傳承關於台灣意識與精神
如同每個管理學院少不了的「國貿系」，期望成為台灣甜點界中不可或缺又獨特的「菓懋系」，孕育自這塊土生土長的土地之上，用一個經典命題給出全新的自我詮釋，透過甜菓再次重新認識這座島國的豐沛能量與創造力。
沒有挾帶鍍金鍍銀的獎項光芒、亦不是喝著留法留義的洋墨水，只有一顆「想做讓世界看見台灣的代表作」的心，步步研擬測試，不假手他人使用現成品。主廚的詮釋下，將台灣食材的味覺記憶注入法式經典甜菓，將台灣的味道、文化與美感脈絡滲透參入。讓人期待在基本的好吃之上，層層堆疊不可思議的驚奇組合與味蕾碰撞，從台灣脈絡延伸、翻轉、交織各國各地的探索旅程，用甜點和這個世界溝通、說出我們的故事。
Making classic French desserts with earnest sincerity and passion for culinary, while filling the delicate pastries with local ingredients from Taiwan to give them the texture that sparks memories in the taste buds, striving to shine brightly in the world of sweets with imagination and creativity. Embarking on a journey to share our love for desserts from Taiwan to the world, we hope to spark joyful and endearing memories from your very own taste buds every single day.
❝ Sparkling From The Heart ❞
The secret to making a perfect Canelé lies in the interior of the pastry, where the tenderness texture complements its deep-brown crust. How it tastes matters more than how it looks. The same idea applies to our intentions of sending gifts, which is a token of gratitude that comes from deep within our hearts. Creativity relies on a spark of inspiration, a force that is often hidden in the void that ultimately introduces an array of possibilities.
The Context of “Taiwan” in Food Design
1. The essence of food design is about the overall food experience, from the very first impression all the way to unwrapping and tasting the food.
2. Through each step of the experience, transform and interpret the Taiwanese cultural codes to dive deeper into cultural issues and sentiment.
3. Interpreting and inheriting the awareness of Taiwanese spirit through the perspectives from those of us in our thirties.
Just like how a Department of International Business (guó mào sì) can be found in most college of management, we strive to become the irreplaceable and unique “Dessert of Diligence” (guǒ mào sì) in the realm of desserts in Taiwan. We hope to give back to our motherland through redefining people’s perception towards pastries, unleashing the power of creativity in this amazing island country through sweets.
We pride ourselves not on the shiny gold, silver plated trophies or the diplomas awarded overseas, but solely on our one true heart, through trial and error, to create a chef-d'oeuvre dessert for Taiwan to standout in the international spotlight. With our chef’s work of art, traditional Taiwanese ingredients are cleverly selected to create fusion French desserts, in which a hint of Taiwanese flavor and a touch of nostalgia can both be subtly tasted and experienced. Extending from the contexts of Taiwan in food design to a diversified international cultural intersection, we expect to tickle people’s taste buds by offering more surprises and wonders in our gourmet fusion desserts, and tell our stories to the world with a sweet tooth.
Client｜GUOMAOSI
Type｜Visual Identity
Art Director｜Ti-Ming Chu
3D Model｜Rou-Pu Lee、Eddy Wu
Logo Motion｜Kyle Jhuang
Photography｜Po-Chao Huang
Brand Planning｜Show Liu
Stylist｜Leslie Lin
Year｜2023
design by Ti-Ming Chu Workshop
