Page 60 - Indigo Design Award 2019
P. 60

Process Ltd.
Design Director: Xinhong Yeh
Design Team: Eting Liao, Jules Li, Kaiching Liu, Estela Lin, Angel Yang, dot dot design
Gold in Branding
Primona is dedicated to producing premium and natural chicken related products especially the best chicken essence, and regards “providing customers with the ultimate service experience” as the highest principle. In order to expand the brand into the international high-end market and truly convey the preciousness of the brand, we clarify its brand strategy, refined the core value and developed the English name through the rebranding project. The new brand identity was inspired by its patented unique “round chicken essence”, which reflects the exquisite preciousness of chicken essence through elegance and simple lines. We express the brand spirit of primona through the new brand identity and maintain
the original price to give back to their consumers. In Taiwan, the chicken essence brands are usually presented in the traditional or oriental style, and it makes it difficult to expand into the international market. The aim of this rebranding project is making primona entering the international market and distinguishes it from other competitors. We use the “round” design that represents Primona’s chicken essence to strengthen the link between the brand identity and products and express brand as outstanding as the sun. Primona redefines the image of chicken essence gifting culture, stunning consumers with a unique and exquisite image, and becoming the highlight in the chicken essence market.
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Eme Design Studio
Lead Designer: Ana Ruiz, Enrique Avalos
Design Team: Joel Martínez, Iris Morales, Ana Ruiz, Enrique Avalos, Francisco Arrieta
Gold in Branding, Packaging Design
When thinking of chicken, the words rockin’ and sassy don’t often come to mind. That all changes when you see the branding for Boss Chicken. This branding emulates everything that was missing from the chicken game with spunky chickens that dance and surf through paper cups, liners, and t-shirts. The gritty, hand-drawn illustrations of chickens with pompadour hairdos, sunglasses, and styling combs give Boss Chicken an edgy and fun vibe, while the accompanying phrases and food icons remind you of the fresh, home-made food that Boss Chicken has to offer. All in all, this brand, like its chicken, is truly boss.

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