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Project Context
Overseas Dragon (四海遊龍) is a well-known potsticker (Chinese Dumpling) shop in Taiwan, loved for its rich history and delicious food. However, its brand identity system fails to effectively convey its core values.
We redesigned this brand. Introducing fresh, modern, and youthful elements while preserving the original brand essence. Through this transformation, we aim to enrich its brand value.
Overseas Dragon (四海遊龍) is a well-known potsticker (Chinese Dumpling) shop in Taiwan, loved for its rich history and delicious food. However, its brand identity system fails to effectively convey its core values.
We redesigned this brand. Introducing fresh, modern, and youthful elements while preserving the original brand essence. Through this transformation, we aim to enrich its brand value.
YUNGWEI's Role
Competitor Analysis, Visual System Design, Logo Usage & Guidelines Edit, Cover Banner, Employee Identity Cards & Uniform Mockup
(My thumbnail sketches established the fundamental tone for the rebranding design, evolving into a complete logo design system.)
Methods & Tool
Competitive Analysis, Adobe Illustrator, Photoshop
Duration
September 2021 - February 2022
Advisor
Prof. Chien-Jui (Manfred) Wang
Teammate
Ruo-Yun Zhang
(Brand History Research, Competitive Analysis, Takeaway & Dine-In Container Mockups)
Pei-Sin Su
(Brand History Research, Competitive Analysis, Store Exterior Mockups)
Lu-Han Huang
(Competitor Analysis, Logo Font & Guideline Design, Website & Menu Mockups)
Associated with
Special Topics on Branding Design
Master of Design Program at
National Taiwan Normal University
Special Topics on Branding Design
Master of Design Program at
National Taiwan Normal University
Brand Story
Brand Background and Founding
Brand Background and Founding
In 1992, Li Xing-Chang started a food stall to manage debt from his campaign, teaching by day and selling potstickers at night in Zhonghe. In 1993, he co-founded the brand with Chen Wu-Diao. Differences in their business philosophies led to a split, but they later reunited. This caused inconsistent branding that struggled to convey their values effectively.
In 1992, Li Xing-Chang started a food stall to manage debt from his campaign, teaching by day and selling potstickers at night in Zhonghe. In 1993, he co-founded the brand with Chen Wu-Diao. Differences in their business philosophies led to a split, but they later reunited. This caused inconsistent branding that struggled to convey their values effectively.
Competitor Analyze
What Connects the Brand to Deliciousness?
What Connects the Brand to Deliciousness?
We analyzed competitors selling similar food to Overseas Dragon, including a Brand Positioning Matrix to understand their positioning, whether traditional or modern, with products priced high or affordably. Additionally, we studied trending logos and color schemes in the food industry from these brands.
We analyzed competitors selling similar food to Overseas Dragon, including a Brand Positioning Matrix to understand their positioning, whether traditional or modern, with products priced high or affordably. Additionally, we studied trending logos and color schemes in the food industry from these brands.
Competitor Analysis - Brand Positioning Matrix
Competitor Analysis - Brand Positioning Matrix
Competitor Analysis - Logo Color Usage
Competitor Analysis - Logo Color Usage
Key insights include:
Our analysis shows that most competitors use warm colors like red, orange, and yellow as their main visual identity, likely to stimulate appetite. Green is also commonly used to convey freshness in websites and advertisements.
Key insights include:
Our analysis revealed that most competitors use warm colors, such as red, orange, and yellow, as the main colors in their visual identity systems. These colors likely stimulate consumers' appetites. Additionally, green is often used to convey a sense of freshness.
Rebranding
Keywords: #Fresh. #Youthful. #Vivid. #Warm.
We began with thumbnail sketches, where each teammate contributed potential designs and concepts. Ultimately, we selected Yung-Wei's sketch as the foundation for our rebranding. Lu-Han refined the logo script, creating a more balanced design ready for commercial use.
We began with thumbnail sketches, where each teammate contributed potential designs and concepts. Ultimately, we selected Yung-Wei's sketch as the foundation for our rebranding. Lu-Han refined the logo script, creating a more balanced design ready for commercial use.
The Rebranding Process.
The Rebranding Process.
The rebranding concept focuses on the image of the Chinese Dragon (龍, Loong), directly reflecting the brand name. This is combined with traditional Chinese tableware, such as chopsticks and plates, to emphasize the brand’s connection to traditional cuisine, particularly potstickers.
The rebranding concept focuses on the image of the Chinese Dragon (龍, Loong), directly reflecting the brand name. This is combined with traditional Chinese tableware, such as chopsticks and plates, to emphasize the brand’s connection to traditional cuisine, particularly potstickers.
The New Brand Design.
The New Brand Design.
Logo Usage & Guidelines
After designing the new logo, we developed a comprehensive Logo Usage & Guidelines document to support the new visual identity system.
After designing the new logo, we developed a comprehensive Logo Usage & Guidelines document to support the new visual identity system.
Logo Usage Example
The logo usage example includes employee ID cards, staff uniforms, menu, store exterior, food containers, and website.
The logo usage example includes employee ID cards, staff uniforms, menu, store exterior, food containers, and website.
Original photo of the employee uniform sourced from Mos Burger, used solely as a basis for mockup design.
Original photo of the employee uniform sourced from Mos Burger.
Original photo of the employee uniform sourced from Mos Burger, used solely as a basis for mockup design.
Lessons Learned
Balancing Tradition and Modernity in Rebranding
Balancing Tradition and Modernity in Rebranding
Balancing Tradition and Modernity in Rebranding
Rebranding a well-known traditional brand in Taiwan is no easy task, especially when people already hold strong perceptions of it. The challenge is to preserve the brand’s original values while introducing a fresh, modern vibe. Ensuring that the new visual identity is easily recognizable and closely tied to the food store is crucial.
Additionally, the visual identity design must consider both commercial applications, spanning printed materials and digital platforms. Creating a comprehensive logo usage and guidelines document proved invaluable, providing us with key insights throughout the process.
Rebranding a well-known traditional brand in Taiwan is no easy task, especially when people already hold strong perceptions of it. The challenge is to preserve the brand’s original values while introducing a fresh, modern vibe. Ensuring that the new visual identity is easily recognizable and closely tied to the food store is crucial.
Additionally, the visual identity design must consider both commercial applications, spanning printed materials and digital platforms. Creating a comprehensive logo usage and guidelines document proved invaluable, providing us with key insights throughout the process.
The rebrand for Overseas Dragon was also showcased in the "1+1>2" exhibition.
The rebrand for Overseas Dragon was also showcased in the "1+1>2" exhibition.
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