張乃文的作品集
TAIWAN - SHANGHAI
ID#:
n AI W EN CH AN G
DATE:
2 01 0 - 2 01 8
NAIWEN CHANG’S PORTFOLIO
张乃文 Nai-wen, Chang
ABOUT NAIWEN CHANG
关于我 About me
经验 Experience
张乃文 Nai-Wen, Chang
2012
GAYA 包包設計 設計實習 GAYA Bag Design Intern
2012
設計師週志工 Taiwan Designers' Week Volunteers
2013
好氏品牌研究室 設計實習 Good Design Institute Intern
2015
無有設計有限公司 平面設計 Wooyo Design Graphic Designer
2016
東方線上EOL 視覺設計師 EOL Visual Designer
2017
ArcheX 視覺溝通設計師 ArcheX Visual Communication Designer
Birth 1991.10.08 E-mail 3228940044@qq.com Phone +86 185 1627 0086 毕业于 中原大学 Chung Yuan Christian University 专攻 商业设计学系 Commercial Design
张乃文，台湾人。目前居住在上海，展开新的生活并专 注于成为一个多方面尝试与思考的设计师。喜欢在日 常生活、旅游中找寻灵感与热情，喜欢音乐、电影以及 摄影，透过多方面的涉略与尝试，并在与人的互动间学 习。期许自己成为一位能洞察消费者心理及需求的设 计师，发挥美感及创意，强化其蕴含的精神，使其成功。
Nai-wen Chang is a Taipei-born, Shanghai-based, multidisciplinary designer. In July 2014, she earned her Bachelors degree in the Department of Commercial Design at Chung Yuan Christian University. Nai-wen has started a new life in Shanghai where she is currently working as a designer. She loves her native Taiwan culture and pursuing her passions for travel and continuous discovery. She loves music, movies, and photography and believes in the power of words, ideas, memories, and people.
至今
展览 Exhibiton 2014
新一代設計展
Young Designers’ Exhibition 2014
都市酵母新一代巷弄展 入選展出
Young Designers’ Exhibition
NAIWEN CHANG’S PORTFOLIO
目录 Contents
CONTENTS
品牌设计 Brand Design
视觉设计 Visual Design
眼眸子自救協會
001
002
嗑吧 Ke Bar Sandwitch Food Truck
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米其林新品发布主视觉 Michelin Xguard Launch Event
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天空藍的樹 Azure Malus
003
海报设计 Posters Design
004
梅杜莎 Medusa Cosmetic
001
Yenmozi Renewal Association
包装设计 Package Design 001
祥語有機茶農場
Taipei Film Festival- New Life
插画 Illustration 001
2016 國際少年運動會吉祥物
2016 ICG Mascot Design 002
Shyang Yeu Organic Tea Farm 002
台北電影節-新生
名厨調研信息設計 Great Chef Infographic Design
康貝嬰兒洗護洗涤系列 Combi Baby Skin Care & Detergent
体验设计 Experience Design 001
X-Feast Vol.03
设计师与厨师如何共创饮食体验
品牌设计
BRAND DESIGN
Brand Design
001
眼眸子自救協會
Yenmozi Renewal Association 002
嗑吧 Ke Bar Sandwitch Food Truck
003
天空藍的樹 Azure Malus
004
梅杜莎 Medusa Cosmetic
NAIWEN CHANG’S PORTFOLIO
BRAND DESIGN
NAIWEN CHANG’S PORTFOLIO
BRAND DESIGN
體驗流程
流程簡介
上機檢測
檢測結果
線上測驗
診斷卡
產品介紹
宣導影片
眼眸子自救協會 Yenmozi Renewal Association 随着科技的发展，治疗眼疾的方式多不胜数，但人们多为被动的治疗， 而非主动的预防；再者，台湾是全球近视人口比率最高的国家，这种状 况不能够再被忽视。我们创立了《眼眸子自救协会》，透过我们所设计 的流程与手法，用独特与活泼的方式，引起兴趣与共鸣，进而使大家认 识并主动实践眼睛保健这件事。 With the development of science and technology, we have gained a lot of knowledge about eye diseases, but people wait until they need treatment rather than practicing active prevention. Taiwan is the country with the highest percentage of global myopia cases and this situation cannot be ignored. That is why we have created the Yen Mozi Renewal Association. Through our design and processes, we try to raise awareness in a unique and lively way about the importance of actively practicing eye care.
對應 設計物 治療手冊
愛眼操影片
色彩計畫
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BRAND DESIGN
NAIWEN CHANG’S PORTFOLIO
BRAND DESIGN
嗑吧 Ke Bar Sandwitch Food Truck 这是一个关于「移动早餐车」的项目。我们在 三个月内完成了市场和消费者调研，制定了 初步的品牌方向，并设计出了真正的食物。 在完成调研用户资料板后，我们将受访消费 者划分成两个群体：追求新鲜和个性、引领 潮流的「分享尝鲜派」，和生活忙碌、饮食习 惯较为传统的「顾家中国胃」。 而最终我们选择了「分享尝鲜派」作为我们 主要的目标族群。
This is a project we worked on for a breakfast sandwich food truck. Our role included completing market and consumer research within three months, developing an initial brand orientation, and also designing the food. After completing our survey of potential consumers, we divided the interviewed consumers into two groups: the “Early Adopters” who pursue freshness and personality and lead the trends, and the “Chinese Stomach” who is busy with life and who’s eating habits are more traditional. In the end, we chose the “Early Adopters” group as our main target group due to their trend-setting nature and increased willingness to explore new food options.
NAIWEN CHANG’S PORTFOLIO
嗑吧 Ke Bar Sandwitch Food Truck 基于这群消费族群的特性，希望能够让大家用更轻松的 方式接受三明治餐车。
因此这次设计概念借用了北方方言“唠嗑儿”。泛指非正 式且轻松的谈话,不拘礼仪地,不受拘束地。希望这个品 牌能够传达出跟方言相同的感觉。因此在视觉上，不管 是颜色或是图像，都选择风格更加明亮简洁、生动且富 有节奏感的。让大家在这里能够轻松并且不受拘束的享 用早餐。 Based on the results of our survey, we set out to build a breakfast sandwich food truck brand that appeals to our target groups. For my design, I based the concept on a northern Chinese slang phrase, “Làokē er,” which refers to informal and relaxed conversations. I wanted this brand to convey the same feeling as the expression. Therefore, visually, whether it is color or figure, I designed the style to be bright, simple and full of rhythm. Hopefully everyone is relaxing and enjoying the breakfast at this food truck very soon!
BRAND DESIGN
NAIWEN CHANG’S PORTFOLIO
BRAND DESIGN
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Day Cream SPF 15 A Z U R E M A L U S
Day Cream SPF 15 50ML 1.69FL.OZ
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NAIWEN CHANG’S PORTFOLIO
BRAND DESIGN
天空藍的樹 Azure Malus
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整体品牌方向以天然、纯净为主，传达手感温度为主轴。logo使用手 绘线条呈现，把少女和苹果树的意象结合，并用少女闭眼享受的表 情展现清新的形象。
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天空蓝的树讲求天然，主打果醋类的美妆产品。希望透过设计营造 出如其名的形象，轻松但不失优雅。
The concept of Azure Malus’ products is one of natural beauty with their main product consisting of fruit enzyme. We hoped to create a brand image which evokes vitality and elegance. The overall direction of the brand are natural beauty and purity. That’s why we designed the logo with hand-drawn lines, combining a girl and an apple tree to show the fresh quality of the brand. And we designed the girl's eyes to be closed to show people that they will enjoy using this brand as much as the girl did!
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BRAND DESIGN
梅杜莎 Medusa Cosmetic 客户希望可以塑造一个低调但同时具有奢华 感的美妆品牌。并使用希腊故事中的梅杜莎 象征该品牌。
Logo以微衬线英文字体搭配梅杜莎的剪影， 呈展现品牌霸气华丽的感觉。 面膜包装上的用色以黑色为主调，在以带状 的金色来点缀，呈现低调的华丽感。 Our client wanted to create a low-key yet luxurious beauty brand. They wanted to use Medusa, a character in Greek mythology, to symbolize the brand. The logo has a micro serif English font with Medusa's silhouette to show the domineering, gorgeous feeling of the brand. The color of the mask packaging is mainly black, and it is decorated with a band of golden color, sending a subtle and gorgeous brand message.
NAIWEN CHANG’S PORTFOLIO
BRAND DESIGN
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包装设计
PACKAGE DESIGN
Package Design
001
祥语有机茶农场
Shyang Yeu Organic Tea Farm 002
康贝婴儿洗涤洗护系列 Combi Baby Skin Care & Detergent
NAIWEN CHANG’S PORTFOLIO
祥语有机茶农场 Shyang Yeu Organic Farm 来自台湾宜兰休闲农业区的祥语有机农场，位于冬山河 上游，区内有大量涌泉及伏流，享有得天独厚的好空气 与好水质，是一片云雾环绕、适合种茶的好地方。 希望经过包装的再设计，更完整的去表现农场主人坚信 好山好水好土地才能种植出天然纯净好茶叶的品牌目 标与理想。 一款是希望藉由茶叶绿以及朴实的插图来表现茶农用 心为大家奉上一杯好茶的概念。另外一款则是希望可以 使用金色的线条带出茶叶梯田的地理景观以及茶汤本 身呈现出的清澈蜜黄色，还有幽雅花香的茶味。 The Shyang Yeu Organic Farm is located in the upstream of the Dongshan River, an agricultural area in Yilan, Taiwan where visitors can pick their own tea leaves. The area boasts a large number of springs and volcanic streams. With a blessed air and water quality, it is a very suitable place for tea cultivation. Through the redesign of the packaging, we hope that we can have better communication with the customers. We want to help the farm owner to send his brand goals and ideals, which is to breed the natural pure tea in a really good environment and share it with everyone. About the designs, one is using green tea color and simple illustrations to express tea farmers intentions for serving a good cup of tea to customers. Another one is using the golden lines to bring out the geographical landscape of the tea terraces and the clear golden color of the tea itself.
PACKAGE DESIGN
NAIWEN CHANG’S PORTFOLIO
PACKAGE DESIGN
NAIWEN CHANG’S PORTFOLIO
康贝婴儿洗涤系列 Combi Baby Detergent 康贝是一个母婴用品的品牌，为了更好的向消费者展现 出2016年这一次的产品配方更新，我们进行了一次产 品的redesign。
统一使用温和的色系搭配朴拙可爱的插图，让品牌整体 更有识别度，并且也符合康贝产品温和呵护小宝宝的品 牌理念。 Combi is a brand of baby products. In order to better show consumers this year's product formula, we conducted a redesign of the products. We made use of mild colors and simple and adorable illustrations to make the brand more identifiable, and it also displays the brand’s concept of gentle care for babies.
PACKAGE DESIGN
NAIWEN CHANG’S PORTFOLIO
PACKAGE DESIGN
康贝婴儿洗护系列 Combi Baby Skin Care 统一使用温和的色系搭配朴拙可爱的插图， 让品牌整体更有识别度，并且也符合康贝产 品温和呵护小宝宝的品牌理念。 在这个规范下，我们延伸出了洗护产品的插 画与设计。经过与消费者的调研，我们发现 许多妈妈的困扰是在商场没办法立刻分辨 出不同的功能产品，因此我们藉由不同颜色 的小花来做出区别，并尝试使用粉嫩的颜色 来表现出该系列纯净自然的感觉。
We tried to make use of mild colors and simple and adorable illustrations to make the brand more identifiable. Under this design specification, we have extended the illustration and design to the skincare products. After some research with costumers, we found that many mothers are troubled by the fact that there is no way to distinguish different functional products in the mall. Therefore, we use colors to differentiate and also use the matte colors to show the pure, natural concept of the series.
视觉设计
VISUAL DESIGN
Visual Design
001
台北电影节-新生
Taipei Film Festival- New Life 002
米其林新品发布主视觉 Michelin Xguard Launch Event
003
海报设计 Posters Design
NAIWEN CHANG’S PORTFOLIO
VISUAL DESIGN
VISUAL DESIGN
NAIWEN CHANG’S PORTFOLIO
台北电影节-新生 2015 Taipei Film Festival- New Life 由于本届的设计概念不再需要包含蝴蝶的图像，我们认 为这象征了一种改变，也是一个全新的开始，因此把毛 毛虫作为一个新生生的象征。对我们来说，不论拍摄电 影，或是观赏电影都是另一种形式的探索与冒险。因此 我们将简化后的字体元素拆解，拼凑成一幅地图，让我 们跟着小虫一起在这片大地上，展开冒险的旅程！ Since this year's design no longer needed to include images of butterflies, we decided to use caterpillars as a way to symbolize a new beginning.
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For us, whether one is shooting a movie or just simply watching, the experience is a kind of exploration and adventure. Therefore, we disassembled the Chinese characters in a playful way and used them to form a map. Let’s follow the little caterpillar and start an adventure!
NAIWEN CHANG’S PORTFOLIO
VISUAL DESIGN
NAIWEN CHANG’S PORTFOLIO
VISUAL DESIGN
米其林新品發佈主視覺 Michelin Xguard Launch Event 這是為米其林2016年x guard新品發佈會所 設計的主視覺。整體以米其林的藍色為主，維 持米其林品牌的一致性，搭配具速度感的色帶 來表現出這次新品的功能性。 This is the key visual that we designed for Michelin’s 2016 x guard new product launch. Overall we focus on the standard color of Michelin—the Michelin blue. The consistency of the Michelin brand is maintained, and we display a color ribbon with a sense of speed. It also show the functionality of this new product.
NAIWEN CHANG’S PORTFOLIO
VISUAL DESIGN
海报设计-林奈計畫 Poster Design - Project Linné 把这个计划取名为project linne'是想要向生物学之 父林奈致敬，这张海报整体是要表现植物界的一个生态 循环。 选用A-OTF フォーク的字体和古典感的线条，表现专业 研究的感觉。整个计划的主要目的是，希望能让大家借 由海报来了解植物的生态循环。
The name “Project Linne” is to pay tribute to Linnaeus, the father of biology. The overall poster represents an ecological cycle in the plant community. We chose the A-OTF フォーク font and classical lines to express the feeling of professional research. The main purpose of the entire project is to show that posters can effectively be used to demonstrate the ecological cycle of plants.
NAIWEN CHANG’S PORTFOLIO
海报设计-眼眸子自救协会 Poster Design - Yenmozi Renewal Association 这是毕业制作-眼眸子自救协会的病历海报。希望可以 借由各种不同的病人，来引起大家的共鸣与认同，。
使用细长的古典字体与看似泛黄的背景，来表现病历的 感觉并用俯视的角度来拍摄增加视觉上的趣味性。 These are posters which were designed for my graduation project—the Yenmozi Renewal Association. We picked characters in the posters with whom we thought the target audience would identify, and we used a classical font with a yellowish background to match the appearance of a medical record. Finally, we shot the whole thing from a top-down perspective to increase visual interest.
VISUAL DESIGN
插画设计
ILLUSTRATION & DESIGN
Illustration & Design
001
2016 國際少年運動會吉祥物
2016 ICG Mascot Design 002
名厨調研信息設計 Great Chef Infographic Design
NAIWEN CHANG’S PORTFOLIO
ILLUSTRATION & DESIGN
NAIWEN CHANG’S PORTFOLIO
2016 国际少年运动会吉祥物 2016 ICG Mascot Design
NEW TAIPEI CITY
市鸟：白鹭鸶 白鹭鸶象征情感凝聚，而在一个团队中教练就是负责凝 聚队员的角色。
角色：阿西教练 和朴实的外型不同的是内心相当的热情，总是喜欢请队 员们一起喊声（台语）。目标是带领大家夺得冠军！ Bird of the city: Egrets. The Egret is the bird of New Taipei City and they symbolize cohesion. Therefore, we chose an Egret coach, “Coach Assi”, as this year’s mascot since coaches are responsible for cohesive teams. Coach Assi’s simple appearance is in stark contrast to his inner enthusiasm. He loves to energize his team in the huddle, and his mind is focused on leading his team to win the championship!
ILLUSTRATION & DESIGN
ILLUSTRATION & DESIGN
NAIWEN CHANG’S PORTFOLIO
2016 国际少年运动会吉祥物 2016 ICG Mascot Design 市树：山樱花 山樱花的花语是向你微笑。在运动场上最需要的就是能 用微笑面对所有困难的毅力。
角色：山樱妹/国际少年运动会选手 个性开朗积极，梦想成为世界级运动员。而身为一个运 动员，最重要的莫过于用微笑面对所有困难并努力去克 服。外表看似温柔腼腆，但在运动场上十分具有爆发力。 Tree of the city: Taiwan Cherry. The language of the flowers of the Taiwan cherry is “smile at you”. What’s needed most on the sports field is perseverance and the ability to face difficulties with a smile. The character we created as the International Children’s Games player is “Sakura”. She’s cheerful, positive, and has personality; she dreams of becoming a world-class athlete. Her appearance may seem gentle, but she is very explosive on the sports field!
NEW TAIPEI CITY
NAIWEN CHANG’S PORTFOLIO
ILLUSTRATION & DESIGN
NAIWEN CHANG’S PORTFOLIO
名厨調研信息設計 Great Chef Infographic Design 名厨是一个致力于完善更好的中国厨师平台的团队。每 年都会根据年度的调研来发表一份报告给厨师群体。这 次希望藉由信息图表的设计，用更加易懂的视觉来让大 众了解我们想传递出的讯息。插画方面，我们设定为更 加符合名厨本身品牌的瘦长人物风格搭配黑金的品牌 色。同时也希望藉由这样的方式，为名厨原本专业的品 牌形象增添一点轻松趣味的个性。 Great Chef is a team dedicated to perfecting a mobile platform for Chinese chefs to display their work and the mobile app releases a report each year with advice for chefs based on an annual survey. We designed the app’s infographics in a clean and visual way to maintain readers’ interest. In terms of the main illustration, we have created a caricature chef with a casual yet smart style as well as using the brand colors of black and gold as the backdrop. With these designs we hoped to add some personality to Great Chef’s professional brand image.
ILLUSTRATION & DESIGN
体验设计
EXPERIENCE DESIGN
Experience Design
001
设计师与厨师如何共创 饮食体验 X-Feast Vol.03
NAIWEN CHANG’S PORTFOLIO
EXPERIENCE DESIGN
设计师与厨师如何共创饮食体验 X-Feast Vol.03 本期X-Feast 上我们做了一次设计师和厨师的共创，通 过交流、探索、设计和制作，带给大家一次沉浸式的饮食 体验。我们向现场观众们抛出了一个具有思辨意义的设 计议题“ Future Food Now ” （未来食物进行时)。
Food from the Ocean
Eating Jellyfish
For the scene, we tried to build an uncharted forest and lead everyone into a hypothetical world 33 years in to the future. The premise was that under a deteriorating Earth ecosystem, people who live in this land will have created a very special dietary habit: mushrooms, seaweed, jellyfish and insects. These four ingredients all have three very important characteristics: they are widely available, consume few resources and are very sustainable, and have rich nutritional value. These three properties are an important condition for the continuation of the ecosystem of this forest. Our goal was to open people’s minds to different diets in a future where traditional food may be less available.
Alternative Protein
X-Feast is an event that is held every few months which aims to innovate the food industry. This time, we created a collaboration between designers and chefs to provide an immersive eating experience through communication, exploration, design and production. We have thrown a thought-provoking design topic, “Future Food Now,” to the audience for this X-Feast.
Sustainable Agriculture
我们尝试着在现场搭建了一片秘境森林，通过设计师与 厨师的协作，带领大家进入一个设想中 33 年后的世界。 我们假设在不断恶化的地球生态下，生活在这片土地的 人们开创了非常特别的日常饮食：菌菇、海藻、水母和昆 虫。这四种食材同时满足了三个很重要的条件：数量繁 多分布广泛容易获取；生长和培育不用耗费大量资源， 非常永续；以及，它们都具有丰富的营养价值。而这三个 条件，正是这片森林的生态得以延续的重要保障。
NAIWEN CHANG’S PORTFOLIO
EXPERIENCE DESIGN
NAIWEN CHANG’S PORTFOLIO
设计师与厨师如何共创饮食体验 X-Feast Vol.03 通过设计，将整个饮食体验和我们设定的概念绑定，让 大家能够更融入，更有场景感。藉由厨师与设计师两种 人群的特性，一个是理解食物，懂得如何呈现食物最好 的状态; 另外一个则是关注人、社会与环境的需求与变 化，以及未来人们可能面临的问题。两群人之间的思想 与技能碰撞，也为食物带来截然不同的想象和体验。利 用设计思维，从人的角度出发，来解决受众的饮食难题： 谁来吃、是什么、在什么场景下吃……当定义了这些问 题之后，这些真实的饮食挑战才能够落实到具体的解决 方案。 We bind the whole eating experience with our design concept, so that everyone can have a sense of immersion. We utilize the skills of both the chefs and the designers; the chefs understand food and know how to present the best state of food while the designers focus on the needs and changes of people, society and the environment, and the problems people may face in the future. The collision of thoughts and skills between the two groups, chefs and designers, brings a totally different imagination and experience to the food.
EXPERIENCE DESIGN