Project        Info        Blog


Hsu Chi Butcher Shop /  許 記 豬 肉


Hsu Chi Butcher Shop is located at a traditional market. Their vision is to provide a better environment and buying option for visitors and regulars at the market, along with changing the view that some people may have about a traditional market. Restarting and rebranding with a clean, fresh outlook.
For this project, I created a series of visual designs along with experimental photography of the products. The project uses the impression of meat as the main theme, creating a series of visual applications, such as creating the organic meat shape logo and elaborating this into more basic elements. The elements are all daily stuff that can be seen at the butcher shop and are arranged into an illustration. The logo’s mandarin words are used in a vibrant way to create geometry, following this they are separated into another image and then, after being reorganised, form the icons of the couple who own the shop. The main visual design utilizes interesting organic figures to emphasize the visual impression, assembling and disassembling the icons and illustrations delicately from the flexible brand symbols that are applied to every scene and scenario. They can freely stand and arrange themselves in every extended design. The concept of the experimental photography attempts to break the original function of a product, thinking alternatively to investigate different expressions of meat products, this being in line with an attempt made in the rebranding of wanting to break the stereotype of a traditional market shop.


「許記豬肉」是位於傳統市場內的一個豬肉攤販,品牌旨意為建構ㄧ個更好的生鮮豬肉購買選擇。以肉攤販售產品為主軸延伸一系列的視覺應用以及實驗性的攝影專案,標誌設計以品牌想傳達親民印象為軸心創造標誌及字體,並且依照該標誌延伸出其他造型插畫,物品皆為在攤位上見到的日常物件,將其組織為一幅插畫。
標題的中文字體,設計以帶有俏皮的筆畫及幾何化,拆解後亦能組合成負責人夫婦的圖像。整體的視覺規劃以有趣的有機圖形為品牌強調了視覺印象,透過拆解圖樣成形,可方便應用於各種畫面及情境。在實驗性的攝影中,打破原本物品的功能性,將這些元素提煉出不同於既定想像的模式,挖掘出對於肉品新的角度詮釋,也如同於品牌想要打破過往既定印象的重新詮釋。

Type: Branding

Art Direction, Graphic Design, Photography : Aco Hsu 許嘉玲

Client : Hsu Chi Butcher Shop /  許 記 豬 肉

Year: 2018