Hsu Chi Butcher Shop
許 記 豬 肉


Brand Design, Art Direction


  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe Lightroom


Digital Designer



Project Background

Hsu Chi Butcher Shop is located at a traditional market. Their vision is to provide a better environment and purchasing option for visitors, and regulars, at the market. Along with with changing the preconception that some people may have about a traditional market by 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, then elaborating this into more basic elements. The elements are all daily materials 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, are used to form the image 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 change 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。


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