盛美開發旗下全新品牌形象建構計畫｜品牌策略、命名、標誌設計、包裝系統、型錄規劃
在台灣深耕多年的食品企業「盛美開發有限公司」，長期專注於海苔、海帶、南北貨等天然食材領域，產品品質深受市場信賴。隨著產品線不斷拓展與零售市場趨勢變化，盛美開發意識到：品牌與產品的識別關係，已不再能單靠公司名延伸。為了讓每一項優質產品能夠與消費者建立更直接的連結，我們共同展開了一段品牌重塑的旅程。
專案初期，業主原以「臻」作為產品品牌名稱，意涵著對品質的極致追求。然而我們發現：市面上同名或相近品牌過於常見，難以在視覺與市場定位上建立獨特識別。經過多次策略討論，我們建議將品牌名稱重新定位，並同步考量與企業名稱「盛美開發」的關聯性。最終，我們從「盛美」中擷取「美」字，結合原本的「臻」，再加入象徵家庭與團聚的「屋」，形成全新品牌名稱——美臻屋。這不僅保留了企業精神與產品價值，也讓品牌擁有更具溫度與故事性的敘事基礎。
在視覺形象上，我們以「海底生態」作為包裝發想核心，建構出品牌獨有的自然敘事語言。包裝視覺以插畫呈現岩石、海藻、海帶與小魚等生態元素，像是一扇窗，揭開大海的豐富景象。每一次開啟包裝，都彷彿展開一場海底冒險。
標誌設計則延續「美臻屋」溫潤、自然的品牌語感，筆畫中融入手感與柔和韻律，呼應品牌對純粹與天然的堅持。
此外，我們也設計了品牌專屬型錄，從品牌故事、產品分類、口味介紹到料理提案，完整傳遞品牌調性與使用場景，讓產品在展售通路更具系統性與說服力。
「美臻屋」的誕生，是從一項產品到一個品牌的進化，也是從供應市場的角色，轉為與消費者對話的開端。
設計不只是美學，更是價值的策略化表達。這一次，我們讓海洋，成為品牌最動人的語言。
English Version｜Mei Zhen Wu
A New Brand for Sheng Mei Development Co., Ltd.｜Brand Strategy, Naming, Identity, Packaging System, Product Catalog
Sheng Mei Development Co., Ltd. has been a trusted name in Taiwan’s food industry, offering high-quality seaweed, kelp, and various traditional dried goods. With a growing product portfolio and shifts in retail dynamics, the company recognized a pressing need: product identities could no longer rely solely on the corporate brand. It was time for a transformation—one that would give each product its own voice in the market.
Initially, the client proposed the name “Zhen” (臻), which conveyed a sense of refinement and premium quality. However, upon market analysis, we discovered that the name lacked uniqueness and was commonly used across similar product categories. To address this, we recommended developing an independent product brand that could retain a meaningful connection to the parent company.
After several rounds of discussion, the new name was born: Mei Zhen Wu (美臻屋).
We combined “Mei” (美) from the company name Sheng Mei (盛美), with “Zhen” (臻), the original brand intention, and added “Wu” (屋), meaning “home” or “house” to symbolize unity and warmth under one roof. This thoughtful naming reflects the brand’s origin while building a deeper emotional connection with consumers.
Visually, we developed a packaging concept inspired by the richness of marine ecology. The illustrations feature underwater life—kelp swaying among rocks, algae in motion, and colorful fish weaving through the currents—unfolding like an ocean story each time a package is opened. The logo complements this with hand-drawn lines and organic rhythm, evoking the purity and care that define the brand’s core values.
We also designed a cohesive brand catalog to support sales efforts, integrating the brand narrative, product range, flavor highlights, and recipe suggestions. Every detail—from layout to visual tone—reinforces a professional, clean, and contemporary image across channels.
The creation of Mei Zhen Wu marks a shift—from being just a supplier to becoming a storyteller.
From product to brand, and from transaction to connection, this is a brand born from the ocean, shaped by design, and destined to be remembered.
