【獎項 Prizes】優選 Distinction

【國家或地區 Country / Region】 澳門 Macau

【設計團隊 Group / 設計師 Designer】 Loksophy Design Ltd. - 洪家樂 Hong Ka Lok

【作品介紹 Description】

「藝術與美食觸手可及 A TASTE OF JOY」，是團隊為maqi重塑品牌的一個核心概念。我們希望為這間座落社區的甜品店，不同階層的人都可以享受到藝術與美食的美好。透過結合畫廊藝術品與甜品店的概念，設計出一套簡潔清晰、藝術感與愉悅結合的品牌識別，用不同款式的包裝呈現主廚在創作甜點時的抽象藝術概念，亦從店面形象上加強這種想法。

項目為品牌梳理好面對外部的品牌形象與定位，面對不影響零售成本調升的挑戰下，團隊仍然成功地準確宣遞出品牌的核心價值，在包裝的優化後，除了不同的款式的禮盒選擇提升了顧客購買盒裝的數量，在獨立包裝功能性的改良下，選令到更多消費者願意購買獨立包裝試食，進一步增加品牌的市場曝光。

maqi - Lava Cookies is a Macau cookie brand founded by Food artist & Chef Maggie Chaing. More than 20 years of experience, rooted in the community where grew up since childhood, starting from Macau, visiting Taiwan, France, Italy and other places for further study, integrating various identities and experiences of past food artists, Italian-French restaurant chefs, and culinary instructors, combining art with Delicious into a simple cookie, bringing everyone the satisfaction and pleasure like the breeze blowing and the winter sun.

"A TASTE OF JOY" is a core concept of the team's rebranding for maqi. We hope that for this dessert shop located in the community, people from all walks of life can enjoy the beauty of art and food. By combining the concept of gallery artwork and dessert cookies, we designed a set of brand identity that is concise, clear, artistic and joyful. Different styles of packaging are used to present the abstract artistic concept of the chef when creating lava cookies, which also enhances the chef image of food artist.」

The project sorted out the brand's external personality and positioning. Facing the challenge of not affecting the increase in retail costs, the team still successfully announced the core value of the brand. After the optimization of the packaging, in addition to the different styles. The selection of gift boxes has increased the number of boxes that customers buy. With the improvement of the functionality of independent packaging, the selection has made more consumers willing to buy independent packaging for trial cookies, further increasing the market exposure of the brand.