HOT ISSU E TODAY ● WORDS ：Gerome Lee ● PHOTOS_MAISON & OBJET：Gerome Lee
SHARING 2014 MAISON & OBJET
焦 點
家飾花都秋天盛開
A Design-Oriented Afterlife – Markus Freitag
巴黎家飾展每年九月開展，各品牌廠家分門別類一字排開，砸進大筆鈔票妝點門面，可以看到氣宇軒
昂的頂級奢華品牌，也能見到最熱情奔放的年輕品牌躍躍欲試，在這裡的人們，帶著要跟全世界競爭
的心情走進來，因為這裡沒有二、三流可容納之地，每一寸攤位都是主辦單位精心挑選的廠商品牌。
許多品牌搶先推出2015 年新作，成為一個嚴峻試水溫的舞台。廣開 8 大展館加上三千個以上的攤位在 此，你該擔心的是時間和體力不夠讓你盡情徜遊。
002
design magazine Feb / MAR 2015
九月的法國巴黎些許陰霾，儘管如此，
Objet Americas ，直攻的便是每年在邁
（ Paris Nord Villepinte ）在 9 月 5 日開幕
2014 年 SAFI 的大動作，不難看出家具家
距離法國戴高樂機場不遠的巴黎北展館
的第一天，依舊引來大批人潮，主辦單位 提供從機場到展場的直達巴士，所有人妝
點打扮，就算是外出工作的商務人士與媒 體，一樣參與這個巴黎下半年度重要的設
阿密海灘的 Design Miami
Basel 展。從
飾以往都是歐洲大陸的戰場，一路從米蘭
戰到巴黎，現在則是聲東擊西跨足亞洲與 美洲大陸。
計盛會。
秋冬之際，揭幕新春之姿
大舉擴張，聲東擊西
裡頭所有的攤位都是下重本向外展示其產
巴 黎 家 飾 展 （ Maison&Objet ） 一 直 是 設計界一個相當重要的展覽，從今年開
始主辦單位開始大動作的做全球佈局。
2014 年 3 月，選在新加坡的 Marina Bay
辦了第一次Maison&Objet Asia，首 次將展覽移師亞洲區域，看重的就是 東南亞新興市場的潛力，而在三月份 與 IFFS （ International Furniture Fair
巴黎家在會場當中，強調的是專業商展，
品吸引力，畢竟在八個主要展館當中，集 合了超過了3200 個攤位爭奇鬥豔。為期 5
天的巴黎家飾展，從家飾、配件、家具、
餐具、寢具、衛浴設備、工藝品等不同類 別火力全開，吸引80000 名專業參加者、 有51%左右來自法國當地的買家，剩下則 來自全世界。
Singapore ）選在同一期間展出，相互拉
有人說法國仍是個充滿階級文化的國度，
只看好東南亞市場，同時還計劃在 2015
裡第一線拿著 barcode 掃描機確認賓客身
抬雙方看展人氣。不過主辦單位 SAFI 不 年在美國邁阿密也來場 2015 Maison &
對於美的事物的要求也是一絲不苟。在這
份的男性工作人員全是被精心挑過的，
活動淡藍色 T-shirt 統一配上西裝褲、皮鞋
與休閒西裝，清一色幾乎都是帶上些許健 康古銅色的白人，而負責接待的女性工作 人員則是畫上豔色口紅，這是巴黎家飾展
Objet in Paris to carry out every
中一個漂亮風景。專業統一的對外形象，
September, the brand manufacturers
走在這裡觀展的人們，幾乎都是從戴高樂
categories lined up, fly large sums of
國際機場下飛機後直接殺入展場找尋目
money decorating the facade, you can
標，幾乎看不到一般身穿休閒服的遊客與
see the imposing appearance of the
學生，現場入場門票一張 67 歐元的高門
top luxury brands, but also to see the
檻看似不親民，卻也保證進入這裡的參觀
most passionate young brand eager to here people keep up with the world
者都是意向明確的買主。如果要深入了解
competition in the mood came in,
這檔展覽的趨勢，也可以掏出 130 歐元買
because there are no two, three streams
上一本限量一千本的當季趨勢書。
to accommodate the land, every inch of the stall organizers are carefully selected vendors brand. Many brand new work first to launch in 2015, has become a serious test the water temperature of the stage. Wide open eight large pavilions plus three thousand more stalls in this, you should worry about is time and energy enough to let you enjoy the walk back and forth trips.
在三月份與IFFS選在同一期間展 出，相互拉抬雙方看展人氣。
design magazine Feb / MAR 2015
003
François認為當今設計人應該抱有全然開放的態度，畢竟人類的智慧結晶都是靠著共享發展至今，創意也一樣需要被開放和激盪，人類才能不斷進步推向未來。
共享才是新主流王道
秋冬的巴黎家飾展，一直都受人注目，有悠
HOT ISSU E TODAY
久歷史發展的展會，不只是專業展覽的策 劃，同時透過整合來談趨勢。對於巴黎家 飾展每年固定會合作趨勢觀察家，用他們 專業敏銳度為市場開拓新的疆界。在七號 展館 Scènes d ’ intérieur 當中，可以看到觀
察者對於每年的趨勢 （ the Oberservatoire
de Maison & Objet ），由擔任趨勢策展人 的 Elizabeth Leriche 、 François Bernard 與
Vincent Grégoire 分別針對主題做了不同詮 釋。 Elizabeth 以「 Words 」為題，把分享
概念鎖定在閱讀上的文字，尤其當中找來
nendo 合作雨的意象（ rain bottle ）讓人印
象深刻，另外還有帶入設計師用字跡做成優 美裝飾與掛帘。 Elizabeth 認為，帶有詩意文
字最創作者而言可以成為一種商業模式。而
François Bernard 在名為「 Experiential 」的
展區表現，用了大量互動設計，譬如可以立 體掃描人物建成 3 D 檔案供 3 D 列印機印出自
己的模樣，或是遠看是幅風景，走近畫面卻
消失成為一面鏡子，將物件與人建立起一種 新關係， François 認為當今設計人應該抱有
全然開放的態度，畢竟人類的智慧結晶都是 靠著共享發展至今，創意也一樣需要被開放 和激盪，人類才能不斷進步推向未來。
004
design magazine Feb / MAR 2015
Massive expansion, diversion Objet in Paris (Maison & Objet) design community has been a very important exhibition, making global layout from the beginning of this year the unit began hosting big move. March 2014, the election in Singapore Marina Bay to do the first Maison & Objet Asia, the first time the exhibition staged in the Asian region, value is the potential of Southeast Asian emerging markets, while in March the IFFS (International Furniture Fair Singapore) selected in the same during the exhibition, lift each other both looking at the exhibits popularity. But organizers SAFI not only optimistic about the Southeast Asian market, and also plans to Miami in 2015 in the United States but also to field 2015 Maison & Objet Americas, is a direct attack of the year in Miami Beach, Design Miami / Basel exhibition. From 2014 SAFI big move, hard to see past all the furniture furnishings battlefield continental Europe, all the way from Milan to Paris to battle, now it is a diversion branched out into Asia and the American continent. Autumn and winter, the spring of the opening posture Paris home at the venue in which the emphasis is a professional trade shows, inside stalls are all under the weight of the outward display of their products attractive, after all, among the eight main exhibition hall, a collection of more than 3200 booths contests. For a period of five days in Paris furniture show, from furniture, accessories, furniture, tableware, bedding, sanitary equipment, handicrafts and other different types of firepower, attracted 80,000 professional participants, there are about 51% of local buyers from France, the rest are from all over the world. Some people say that France is still a country full of class, culture, requirements for beautiful things is meticulous. Here male staff took the barcode scanner to confirm the identity of the first line of guests all been carefully picked over, activity light blue T-shirt uniform coupled with suit pants, shoes and leisure suits, invariably almost always bring a little healthy bronzed white, while female staff responsible for the reception is painted on Chromic lipstick, furniture exhibition in Paris, which is a pretty scenery. Professional unified external image, go here to view the exhibition people, almost all of the exhibition reached directly from the Charles de Gaulle International Airport after the plane to find the target, could barely see the general wearing casual clothes of tourists and students, admission tickets to a live Zhang high threshold for 67 euros a seemingly close to the people, but also to ensure that visitors are entering here buyer intentions clear. If you want to understand the trends of the exhibition stalls can also be pulled out € 130 thousand to buy a limited edition seasonal trend in this book.
Tom Dixon 擅長大玩各式材質的他，常使用銅、鑄鐵、大理石、木頭等等。有名的不 只是聚醯胺材質的 Y Chair，台灣接受度頗高的 Beat Light也大量出現在商業與居家空間 內，紅銅系列產品Eclectic也是Tom Dixon近期代表之一。
創意一樣需要被開放和激盪，人類才能不斷進步推向未來。
Sharing is the new mainstream benevolent Winter Objet in Paris, has been the subject of attention, there is a long history of development of the show, not only professional exhibition planning, and talk through the consolidation trend. For Paris Objet fixed annual trend watchers will cooperate with their professional acumen for the market to open up new frontiers. In the 7 th pavilion Scènes d'intérieur them, you can see the observer for the annual trend (the Oberservatoire de Maison & Objet), as the trend by curator Elizabeth Leriche, François Bernard and Vincent Grégoire done separately for different themes interpretation. Elizabeth with "Words" in the title, the concept of sharing is locked in on text reading, especially among the rain got nendo cooperation imagery (rain bottle) is impressive, another designer with handwriting made into beautiful decorative and cur tain. Elizabeth believes that with the best creators in terms of poetic text can be a business model. And François Bernard performance in the exhibition called "Experiential", and with a lot of interactive design, such figures can be built in stereo 3 D scan files for 3 D Printing machine print their appearance, or distance is the width landscape, approached the screen but disappearance became a mirror, the objec ts and people to establish a new relationship, François think today's designers should have completely open mind, after all, human beings are relying on the wisdom shared development so far, the same ideas that need to be open and agitation, mankind can continue to progress into the future.
Tom Dixon年度設計師之最 Tom Dixon 拿下今年 Maison& Objet 的年度設計師的殊榮，擅長 大玩各式材質的他，常使用銅、鑄鐵、大理石、木頭等等。有名 的不只是聚醯胺材質的 Y Chair ，台灣接受度頗高的 Beat Light 也 大量出現在商業與居家空間內，紅銅系列產品 Eclectic 也是 Tom Dixon近期代表之一。現場Tom Dixon除了品牌展示的攤位之外， 另外還有一區打造濃厚工業風格的展區「 The factory 」，像是有 倫敦字樣的磚頭擴香器，完全的工業手感加上一系列散在桌上待 調味的香氛，極度大膽的實驗風格讓 Tom Dixon 獨樹一格拿下年 度設計師之最。
Tom Dixon Designer of the Year most Tom Dixon won this year's Maison & Objet's Designer of the Year award, specializes in playing all kinds of material, he often used copper, iron, marble, wood and more. Famous not just polyamide material Y Chair, Taiwan accept high degree of Beat Light also appeared in large numbers in commercial and home space, copper products Eclectic Tom Dixon is one of the representatives recently. In addition to the site Tom Dixon brand display booths, plus an area to build a strong industrial-style exhibition "The factory", the words seemed to have brick expansion incense London, a complete industrial feel to be on the table together with a series of scattered seasoning fragrance, extremely bold experimental style let Tom Dixon unique style won designer of the Year most.
design magazine Feb / MAR 2015
005
PEOPL E
Freitag 來 自 瑞 士 回 收 帆 布 包 品 牌 ，由 Markus 和 Daniel 兩 兄 弟 創 立 於
1993 年，品牌名稱既是兩人的姓氏，也是德文「星期五」的意 思。熱愛騎單車的兩人常因蘇黎世多雨的天氣淋得一身濕，有次
無意間看到住家公路前往返的運輸卡車，發現耐用又防水的卡車 帆布（ truck tarpaulin ）很適合用來製作單車包款， Freitag 也就 因此誕生。品牌反應了兩兄弟重視環保的概念，除了卡車帆布之 外，包款背帶來自回收的汽車安全帶、車邊則是以腳踏車內胎製
作。更特別的是， Freitag 位於蘇黎世的工廠以特殊雨水循環系統 的過濾水，清洗回收帆布，徹底落實回收再利用的環保理念。
Freitag is a Swiss brand that uses recycled tarps to make bags. It was founded in 1993 by two brothers, Markus and Daniel. The brand name is not only their surname, but also the word for ''Friday'' in German. As the Freitag brothers love to cycle, they often get soaked in Zurich's rainy weather. Once, they were inspired by the transport trucks on the highway in front of their house, and discovered that the durable and water-resistant truck tarps were suitable for making messenger bags. This marked the birth of Freitag. The brand also reflects the brothers' focus on environmental protection. In addition to the truck tarps, the bag straps come from recycled seat belts, and their borders are made from the inner tubes of bicycle tires. One step further, Freitag's factory in Zurich uses filtered water from a special rainwater harvesting system to wash the recycled tarps, wholly realizing the ideas of recycling and reuse.
006
design magazine Feb / MAR 2015
● INTERVIEWED & EDITED ： Amanda Wang ● PHOTOS：Freitag, Fujin Tree
人 物
裝載設計感的再生理念
MARKUS FREITAG A Design-Oriented Afterlife – Markus Freitag
Freitag 六月在台北富錦街設立快閃店，時隔不久，創辦人兄弟中的哥哥
Markus Freitag 更親臨台灣舉辦新品發表會，帶來在亞洲地區搶先曝光的 F 201 Pete 。 Freitag 的包款設計獨特、顏色搶眼，但也有部分意見認為以 回收材質包款來說，價位並不算親民。不過當 Markus 分享完品牌理念與產
作細節之後，似乎較能理解，我們支付的不只是購買一個包款的費用，也是 一份對於環境保育的心力。
Not long after Freitag set up a pop-up shop on Taipei's Fujin Street in June, Markus Freitag, the older of the two brothers who founded the brand, visited Taiwan in person for a product launch, the debut appearance of F201 Pete in Asia. Freitag's bags come in unique designs and attractive colors, despite some criticism that their prices are unwarranted for being made from recycled materials. But after hearing Markus share his brand concepts and production details, it's obvious that we are not only paying for a bag, but also a contribution to environmental conservation.
創辦人兄弟中的哥哥Markus Freitag更親臨台
灣舉辦新品發表會，帶來在亞洲地區搶先曝 光的F201 Pete。
Markus Freitag 十分友善且親切，似乎沒
著說。而因為快閃店的反應良好，目前則
同樣的商品在不同屬性的店便會有相異
前就曾來過台灣接洽相關事宜，會選擇和
灣成立直營店， Markus 的說法也頗令人
售款，這也是我們和其他品牌不同的地
有創辦人可能會有的距離感。他說一年半 富錦樹合作，一來是欣賞他們的經營理
念，再者是喜歡富錦街綠意盎然的環境。 雙方洽談後決定以快閃店模式，讓大家更 認識 Freitag ，「一百天之後也許大家會
因為想念而更喜歡 Freitag 」， Markus 笑
展店期延至十一月。談到日後會不會在台 玩味。他表示台北是個有潛力開設直營
店的城市，尤其是擁有像富錦街這麼棒 的環境，不過他仍偏好零售商的銷售方
式，「你可以在單車店、設計商品店、時 尚潮流店等地方購買到 Freitag 的商品，
的呈現方式，甚至會有一些該店的獨家販 方。」 Markus 表示將零售商連結成銷售 網絡，也有助大家從各個不同面向去了解
Freitag 產品，將商品鋪貨在不同通路， 囊括的族群也就更加多元。
design magazine Feb / MAR 2015
007
Markus非常用心的為此次造訪台北設計專屬印章。
專人小組挑選卡車帆布
談到 Freitag 挑選回收卡車帆布的標準，
Markus 笑著說首先一定要被使用過，挑 選一年至十年間的卡車帆布，內部會有專 人確認帆布的品質，在清洗過後決定帆布 該被用來生產哪些系列，也因為每塊布
的顏色和圖案分布皆不盡相同，故每個 包款都是絕無僅有的唯一一個。再者是
顏色，繽紛的色彩可說是 Freitag 品牌象
徵，內部有專人在尋找目前包款較欠缺的 顏色，也另有一個小組專門物色卡車帆
布。「回收卡車帆布的價錢其實不便宜，
PEOPL E
加上堅持在瑞士製造的費用，我們不會
說 Freitag 是昂貴的牌子，但它的確不便
宜就是了。」 Markus 打趣地說。他也補
1
2
3
4
5
6
流程1-6 Freitag包款製程
充說 Freitag 的包款雖然不平價但十分耐 用，平均下來並不算貴。
包款與材質的嶄新構想
這次 Markus 來台灣的重點之一，是介紹 新款 F 201 Pete 。因為 Pete 使用了較重的 特殊材料，所以減少夾層和口袋以減輕 它的重量，故在設計上也比其他款來得
簡單。首波曝光的 F 201 Pete ，台北和東
京各限定 55 個，剩下的數量則在曼谷販 售，日後Pete也會成為品牌旗下的系列之
一。談到材質， Markus 也不吝於分享他 們的創新材質 F-ABRIC ，新布料製作員工 的工作服。歐洲並非棉料產地，故原料必 須從亞、非洲運至歐陸，為了減少運輸過 程消耗的石油， Freitag 決定選用歐洲在
地有機栽種的麻料植物，材質本身也可被
生物分解，由裡而外都充滿環保再生的細 節。「我實際將以新材質製作的樣品埋在 花園裡，約二個半月它就自行分解了。」 新材質包款會在十一月亮相，但預計只在 歐洲的幾間店鋪販售。
008
design magazine Feb / MAR 2015
Markus is friendly and kind, without the sense of distance that usually adheres to business founders. Markus visited Taiwan about a year and a half ago for arrangements related to this event. He chose to collaborate with Fujin Tree because he admired their management concepts, and also because he likes the natural scenery of Fujin Street. After the two parties met one another, they decided to introduce Freitag to the public through a popup shop. ''Maybe everyone will like Freitag even more because they will miss us after the 100 days are over, ''Markus joked. Currently, the exhibition period of the pop-up shop has been extended to November. Markus gave a curious response as to whether Freitag will establish direct-sale shops in Taiwan, saying that Taipei is a city with the potential to do so, especially in brilliant environments such as Fujin Street. But for now, Markus still prefers the retail method. He said, ''Right now you can purchase Freitag's products at bicycle shops, design shops, and fashion shops, where the same products are presented differently in shops with different characteristics, including some store-exclusive styles. This is what distinguishes us from other brands. ''Markus feels that linking retailers into a sales network will help spread information on Freitag's products from different perspectives. As the products are distributed through different channels, they will be introduced to more and more diverse groups of consumers.
Specialized Teams for Selecting Truck Tarps Speaking of Freitag's use of recycled tarpaulin, Markus laughed and said that his materials must have been previously used for another purpose. Freitag uses truck tarps that are between 1 to 10 years old; their quality is checked by company experts before they are washed and sorted into product lines. Since every tarp has a unique pattern of colors and shapes, every bag represents a one of a kind. Colors are also important, since Freitag's brand image is symbolized by its glamorous use of color. Freitag's color experts look for tarps in uncommon colors, while another team specializes in screening the tarps and negotiating prices with trucking companies. Markus joked, ''Actually, recycled truck tarps don't come cheap, let alone those manufactured in Switzerland. We don't think of Freitag
int
ervie w with
design × markus Q：請以一句話介紹Freitag Markus：「相信萬物皆有新生命，以回收 材質的概念保育環境以及我們的下一代。」 Q : Please introduce Freitag in one sentence. Markus:''Freitag believes that ever ything has an afterlife, and values the idea of using rec ycled materials to protect the environment and our next generation.''
Q：最喜歡Freitag的哪一個型號？
Markus： 目 前 我 擁 有 的 品 牌 大 概 10 ~ 15
個，很難說最喜歡哪一個，因為我必須時常 試背新包款，所以喜好總是在改變。但目前 來說，我自己還滿喜歡 F 48 Hazzard， R 521
Coolidge 也不錯，當然新品 F 201 Pete 也很 推薦。其實主要就是根據心情而定（笑）。 Q : Which Freitag bag is your favorite?
as a luxurious brand, but nor is it cheap.'' He also noted that Freitag's bags may not be cheap, but they are very durable, making them a good deal overall.
A Brand New Concept for Bags and Materials One of the highlights of Markus' trip to Taiwan was introducing the new F 201 Pete. Because design uses special, slightly heavier materials, it contains fewer layers and pockets to offset the added weight. Hence Pete is also simpler in design compared to other Freitag bags. In the first wave launch, 55 bags were made available for sale in Taipei and Tokyo respectively, while the remainder went on sale in Bangkok. In the future, the Pete will be made into a series for Freitag. Markus generously shared that Pete uses a new material for Freitag called F-ABRIC, which originated from the brand's search for a new fabric for workwear. Since Europe does not produce cotton, it has to import raw materials from Asia and Africa. In order to reduce the petroleum consumption and air pollution from transportation, Freitag decided to use organic hemp plants grown on European soil. In addition to reducing the transportation mileage, this material is biodegradable; the project truly embodies the concepts of environmental protection and recycling. According to Markus, ''I buried a sample of F-ABRIC in my garden, and it degraded on its own in two and a half months.'' Bags made from F-ABRIC will be showcased in November; however, they will only be sold in select stores in Europe. Markus also commented on his future plans. In addition to making adjustments to existing product lines, he also plans enter the furniture and clothing industries, as well as gradually expand the company toward the global market. When asked about potential collaborative partnerships in the future, Markus said, ''Freitag has never needed famous designers; rather, we look for interesting collaborative partners.'' In the past, Freitag has designed eyeglass sleeves for ic! berlin; but even without collaborative projects, Freitag has its marketing strategies to lead the way. From its use of recycled tarps the creation of new materials, Freitag's environmental evolving and redefining the value reusable materials.
Markus:Currently I own about 10 to 15 Freitag bags. It’s hard to say which one I like the most, because I always have to try out new ones and my preference changes frequently. For now, I personally like the F 48 Hazzard; but the R 521 Coolidge is not bad either. Of course the new F201 Pete is also highly recommended. Basically, my preference for bags depends on my mood (laughs).
Q：是否有親身參與品牌包款的設計？ Markus：有的。我和Daniel在品牌經營、產
品設計等方面，常會有各種新想法。其實解 決問題、研發新材質、製作樣品等，也都是 設計的一部分。不過因為我和 Daniel 對於女 生的喜好不是那麼清楚，這時內部女性員工 就扮演重要的顧問角色，幫助我們了解女性 消費者的需求，因此Freitag的產品可說是大 家集思廣益的結果。
Q : Do you personally participate in the design of Freitag bags? Markus: Yes. Daniel and I always come up with new ideas in terms of brand management and product design. Actually, solving problems, developing new materials, and creating samples are also a part of the design, but Daniel and I don’t know very much about the preferences of female shoppers. This is when our female employees serve as important consultants, who help us understand the demands of our female audience. So in the end Freitag’s products are made up of everyone’s contributions.
design magazine Feb / MAR 2015
009
● INTERVIEWED & EDITED ： Amanda Wang ● PHOTOS：Proad Identity, Khan a+d, Victor Design, E-joy
PENTAWARDS
特 点
以品牌塑造設計包裝產品 Brand Building by Packaging Design
來自比利時的包裝設計獎 Pentawards ， 2014 年吸引了來自 53 個國家，
超過 1500 件的參賽作品，和去年相比參賽件數成長了約 7 % ，頒獎典禮 也首度移師東京舉行。獎項揭曉後台灣設計作品得到四個銅獎的肯定，從
得獎設計師談及的理念及所選的作品，可看出包裝設計不再只是形塑產品 本身，品牌形象的打造及設計細節的注重將會是未來包裝設計的走向。
In 2014, Pentawards, the Belgian package design award ceremony had contestants from 53 countries participate. It showed a 7% growth in the number of entries from last year. The award ceremony was also held in Tokyo for the first time. Four Bronze awards went to Taiwanese designs. Judging from the concept and designs of the winning designers, we see that package design is no longer just about shaping the product itself. Instead it F EATU R E
involves brand building and attention to details, which will play a key part in the future of package design.
I
JADE GARDEN RESTAURANT: RICE CAKE
蘇浙匯年糕
Proad Identity 知本設計
為呼應魚型造型年糕，外盒以兩條不同姿態的悠游錦鯉做為主視覺包裝，象徵年節
吉祥喜慶、年年有餘的意象。看起來印刷精美的外盒，其實只用了單色印刷呈現， 以對於細節的要求與重視營造質感，既能簡單明瞭呈現商品特色，又不至因使用多 色油墨印刷造成環境汙染，或是過度包裝的資源浪費，以簡單質樸的主張加上水墨 工筆繪製的錦鯉，打造出獨特的東方意象美學。
蔡慧貞 / 知本創意總監
010
design magazine Feb / MAR 2015
Accenting the fish-shaped rice cake, the box is presented in the form of two swimming carps. It symbolizes the good luck, festivity and prosperity of the New Year. The exquisite box is actually printed only in one color. It focuses on the details and texture, conveying the spirit of the product simply and directly. It also uses an environmentally friendly method by not using extra ink or packaging material. In their simple appearance, the ink drawn carps tap into the unique aesthetics of the East.
II
HARMONIZATION
和天下香菸
KHAN a+d 林正 / 王象廣告創意總監
王象廣告
「和天下」是中國湖南中煙公司的高端品牌，在中國越來越注重品牌形象包裝的趨 勢下，設計香菸包裝經驗豐富的王象廣告，也深諳包裝高端香菸的方式便是呈現更
深層文化底蘊的道理，因此將品牌「禮之用，和為貴」的哲理重新詮釋，以過去象 徵約束的「禮」字，用贈禮概念重新包裝，並以「天地人和」的治理之道，結合
「大美天下」的文化之美，將世界文化遺產的意象運用在精裝版包裝，並以抽屜盒 形式打造香菸內盒，象徵由內容物至外包裝都寓意深遠的美感。
欣賞的得獎作品：Evian-Pure-Drop
簡單的設計一向很難做得很好，但此作品令人印象深刻。
瓶身沒有過多的裝飾與包裝，僅用品牌名稱加上山脈形狀
的浮雕，搭配透明的瓶裝即點綴出礦泉水的純淨意象，包 裝設計得非常成功。
Favorite: Evian-Pure-Drop Simple designs are usually the most difficult, but this piece is very impressive. There are no extravagant decorative patterns or packaging. There is only the name of the brand and the embossed shape of a mountain ridge. In With the transparent bottle a theme of purity is created making it a very successful packaging design.
Harmonization is a high-end brand owned by China Tobacco Hunan Industrial Co. Ltd. The Chinese market pays incredible attention to brand image in packaging. In his experience with designing cigarette packages, Khan knows the key to high-end cigarette packaging is showing the cultural essence within. The brand's philosophy of propriety and flexibility is reinterpreted. The old, restraining idea of propriety is repackaged into an idea of giving and receiving a gift. The principle of unity with nature and the cultural beauty from the beauty all around encompasses the idea of a cultural heritage in the deluxe packaging. The drawer-style design of the inside box conveys a profound sense of beauty from the inside out. 欣賞的得獎作品：知本設計 / 蘇浙匯年糕
知本設計的作品將東方文化之美呈現得很到
位，這也成為他們獨具韻味的設計風格。而 知本也一直都在為台灣的設計貢獻心力，他 們作品中呈現出的東方意象很有質感，是一 種仿效不來的獨特美麗。
Favorite: Cha Tzu Tang Camellia oil For transparent liquids like oils, the choice of container is often crucial in displaying the product ’ s quality. The square bottle for the camellia oil is very ascetically pleasing. The feel of the bottle, the animal pattern stickers and the black and white screen printed brand name, creates a pure, rustic feel of warmth in the packaging. design magazine Feb / MAR 2015
011
III
PIN SHIANG TEA CADDY
細品香茗茶罐
郭中元 / 美可特設計創意總監 F EATU R E
Victor Design 美可特
細品香茗是品香茶業旗下的高端茶品，以藝術精品的定位主打禮品市場，包裝上以
欣賞的得獎作品：茶籽堂／苦茶油
葉擺在一起，營造出一股山林間的綿延感。另外一款單提包裝拉開上蓋之後，散開
貼呈現的動物及網印的品牌名稱，加上相互呼應的外包裝
台灣六大高海拔名山對應植物及鳥禽，並用工筆技法的水墨畫繪製，盒裝的六罐茶 的紙包裝彷彿緩緩散落的花瓣，茶葉罐在設計上也拉長了比例，連馬口鐵的口徑都 重新調整，以細長的瓶身突顯高海拔的意象，看起來也較為優雅，讓茶葉罐也能成 為擺飾，不再只是用完即丟的單次包裝，兼具環保與美感的考量。
Pin Shiang is a high-end brand of tea owned by Tasteful Tea, and is an artistic boutique item in the gift market. On the packaging, meticulously drawn in ink six of Taiwan's famous mountains are paired with plants and birds. When placed alongside each other, the six cans of tea in the box create a long lasting image of mountains and valleys. In the packaging of each single-can, the wrapping unfolds like slowly falling petals when the lid is being pulled opened. The tea caddy is designed in a taller fashion. Even the diameter for the tin plate was redesigned to encapsulate the high-altitude at which the tea is grown into the slender can. The elegant design doesn ’ t rely on disposable packaging, making the tea caddies both environmentally-friendly and beautiful.
012
design magazine Feb / MAR 2015
要呈現油品等通透性高的液體，容器的選擇是影響質感的 關鍵，苦茶油方正的瓶身也很耐看，瓶身的手感搭配以透 黑白版畫，呈現出質樸純粹的溫潤感。
Favorite: Cha Tzu Tang Camellia oil For transparent liquids like oils, the choice of container is often crucial in displaying the product's quality. The square bottle for the camellia oil is very ascetically pleasing. The feel of the bottle, the animal pattern stickers and the black and white screen printed brand name, creates a pure, rustic feel of warmth in the packaging.
E-joy
易珈生技 魏均寰以書法字做為包裝主視覺，是考慮到國外市場的販售，透過書法讓人直接聯
欣賞的得獎作品：Sid Lee／Blue Goose
註了沖泡流程讓人一目瞭然。當時選擇以藍色來呈現薏仁，是因為薏仁屬於寒性
園農舍意象搭配幾何線條勾勒出雞的圖像，即便在非主視
想到東方文化。包裝正面以紅豆和薏仁圖案的直接表述清楚傳達訴求，背面則標 食物，而且和紅豆放在一起較能產生對比的視覺效果。如果薏仁水是單獨推出的商 品，或許會選擇以薏仁的原色來呈現。產品目前分為牛皮紙袋和彩色紙盒兩種包
裝，後者暫時只供應特定通路，目前約在十二個國家販售。而銷量極佳的紅豆水除
了玻璃瓶裝之外，目前也推出無糖的寶特瓶版，瓶身外包裝和沖泡式產品一致，呼 應用最淺顯易懂的圖像，傳達最重要的資訊之設計理念。
Wei Chun-huan chose calligraphy as the visual theme for this packaging with the intent of selling in the overseas market, because calligraphy directly reminds people of Eastern culture. On the front of the package are red bean and Job's tear patterns to directly convey their appeal. On the back of the package are clear instructions on how to use the product. He used the color blue for the Job's tears because the grain is a cold food according to the theory of traditional Chinese medicine. The color creates a great contrast with the red beans. A job's tear product's packaging by itself could use the the natural color of the grain. The product is currently sold in Kraft paper bags and colored paper boxes in 12 countries. The colored paper boxes are only available in certain places. In addition to glass bottles, plastic bottle are used in the packaging for the sugar-free version of the best-selling red bean water. The packaging for the bottles is the same as the powdered version. Both use simple patterns for a direct expression of the spirit in the design.
突破普遍認為藍色會影響食慾的觀點，用肉的顏色和藍色 包裝形成極佳的調和。除了顏色之外插畫也很用心，以田 覺處也做得非常細膩。
Favorite: Sid Lee∕Blue Goose Challenging the common conception that the color blue affects the appetite, the color of the meat and the blue packaging form a perfect balance. In addition to the choice of color, the illustration is diligently done. The image of the chicken is comprised of farmland scenery and geometric lines with meticulous details even in places that are not in focus.
IIII
RED BEAN WATER
紅豆水
魏均寰 / 易珈生技品牌總監
design magazine Feb / MAR 2015
013
PEOPL E
0014
design magazine Feb / MAR 2015