Ashan Fruit Shop

Taiwan is known by many as the “Kingdom of Fruit.” The subtropical island-nation produces fruit all year round. Ashan is a fruit shop owner from Keelung, after his retirement, his son would like to make the shop identity which named after his father’s nickname.

來自基隆的“阿山果行”，以第一代老闆的小名“阿山”為名，早期於市場座販售批發，退休後讓第二代來接手，年輕一輩想調整形象，並做一系列包裝上的改造。Logo透過鮮明的黃色與秀氣的字型，跳出傳統果行常見的厚重形式，整體外形為一顆“蘋果”，除了讓果行的識別度一目瞭然外，持續散發的年輕感在品牌後續延伸上也較容易發揮。

Highlights

Client: Ashan Fruit Shop

Category: Logo

Link: Brand guidelines