19/08/2025
HAN GO FUN漢菓方
好好玩漢方
我們以傳統燈籠作為視覺輪廓，象徵溫暖與照亮未來的文化光芒，同時結合漢方符號與視覺語彙的當代表達，將中藥材的意象、陰陽五行的哲理融入日常視角，串起大眾對「漢方」新的連結與情感投射。手勢成為一種溝通與表意的媒介，揉合個人生活經驗與漢方精神，形成一種自然、直覺、富有情感張力的文化語言。
漢菓方以此為靈魂出發，不只是產品的革新，更是生活方式與文化態度的提案。我們堅持漢方文化的核心價值，卻用更貼近現代人的方式呈現：輕盈、有趣、富有創造力。讓漢方不再只是老一輩的記憶，而是新世代可以玩味、探索、甚至成為日常對話的一部分。這是一場從傳統走向未來的旅程，在日月陰陽之間調和創新與文化，讓漢方成為有溫度、有趣味的現代生活美學。
We use the traditional lantern as the core visual form, symbolizing warmth and a cultural light that guides the future. By integrating hanfang symbols and yin-yang imagery into a contemporary visual language, we transform medicinal herbs and the philosophy of the five elements into everyday perspectives. This forms new connections and emotional resonance with the public. Hand gestures serve as a medium for expression and communication, merging personal life experiences with hanfang spirit to create a natural, intuitive, and emotionally engaging cultural language.
Han Go Fan takes this as its soul, not just innovating products, but proposing a new lifestyle and cultural attitude. We uphold the core values of hanfang while presenting them in a way that is more approachable, fun, and creative for modern audiences. Hanfang is no longer just a memory of the older generation, but something the new generation can explore, play with, and bring into daily conversations. This is a journey from tradition to the future—balancing innovation and culture in the cycles of yin and yang—making hanfang a warm, delightful part of modern life aesthetics.
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Type / Branding
Year / 2024
Client / 漢菓方
Art Director / TAMAYURA STUDIO
Designer / Kuan Ting Ho
Photography / 手白
#玉響視覺
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