Underforest: Select Primary Function: Kev Paub Txog Lub Npe Lag Luam by Yi-Jen Tu

Underforest: Select Primary Function: Kev Paub Txog Lub Npe Lag Luam by Yi-Jen Tu is a highly esteemed winner of the very prestigious 2021 A' Design Award Nyiaj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

NyiajDuab Kos· 2021

Underforest: Select Primary Function: Kev Paub Txog Lub Npe Lag Luam

by Yi-Jen Tu

Client: Chiayi Forest District Office - Forestry Bureau

A' Design Award Nyiaj Winner in Duab Kos Category

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Verified Award Winner

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Underforest: Select Primary Function: Kev Paub Txog Lub Npe Lag Luam

Book Text: Underforest: Select yog ib qho kev paub txog lub npe lag luam uas tsim los rau cov khoom ntawm kev lag luam hauv qab hav zoov nyob rau hauv Taiwan. Lub cim tau tsim los ntawm plaub daim duab peb ceg xim ntsuab hav zoov uas piav txog tus ntawv Suav rau lo lus hav zoov thiab qhia txog lub tswv yim ntawm kev nyob ua ke nrog hav zoov. Xim ntsuab hav zoov sawv cev rau cov peev txheej ntuj tso, thaum xim kub tsis ci sawv cev rau kev muaj peev xwm ncua ntawm kev lag luam. Cov khoom ntim siv daim ntawv simili kom muaj cov nqaij zoo li ntoo thiab tiav nrog kev txhaj xim kub tsis ci kub. Kev sib koom ua ke ntawm daim duab thiab cov txheej txheem ntim khoom sib koom txo tau tus nqi ntawm cov khoom siv thiab txhawb nqa cov neeg tu hav zoov hauv zos.

The Recognition

About the A' Design Award Nyiaj

Underforest: Select Primary Function: Kev Paub Txog Lub Npe Lag Luam yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Underforest: Select Primary Function: Kev Paub Txog Lub Npe Lag Luam xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Underforest: Select Primary Function: Kev Paub Txog Lub Npe Lag Luam yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The project, in hand with the government, built the leading brand of "Underforest: Select" for the under-forest economy. Through image integration and packaging specification, designers reduce material costs without compromising quality, strengthen the brand identity and raise the values for their products.
Dimensions & Packaging: UNDERFOREST:SELECT GIFT BOX: 270mm x 80mm x 185mm
Tags: #Taiwan #ChiayiForestDistrictOfficeForestryBureau #UNDERFOREST:SELECT #BrandIdentity #UnderForestEconomy #CoexistwithForests #SocialImpact #Sustainableconsumptionawareness
Production Technology: The logo consists of four forest-green triangles, representing the Chinese Character "林 (Forest)." The logo conveys the idea of coexistence with the forests. The packaging uses simili paper to create the sense of touching the woods and is decorated with hot foil stamping in matte gold, which represents "the economic potential in the forests."
Design Challenge: The concept of "UNDERFOREST:SELECT" integrates three conditions:

A. Be eco-friendly and coexist with the forests
B. Revitalize the agricultural economy
C. Raise the green awareness among the consumers through the brand identity and visual design and change their consumption habits
Research: The government started promoting the "Under-forest Economy" because of the favorable climate conditions and the diversity of honey plants in the forest. After thinning, the woods were cut into logs with high carbohydrate content and high lignin. The foresters comply with the rule of not using any pesticides or chemicals in the process of planting. They develop natural and safe under-forest products such as "forest honey," "log-based mushrooms," and "Taiwan jewel orchid." Through "UNDERFOREST:SELECT," the foresters began to understand the idea of branding concept and marketing. The cooperation between the government, the foresters, and the brand "UNDERFOREST:SELECT" promotes the idea that productive economic activity and ecology can co-exist.
Inspiration: For decades, Taiwan's government forbade the logging of primeval forests and encouraged afforestation. However, it is difficult for forest owners to maintain their livelihood through forest management. Thus, in 2020, the Forestry Bureau launched the policy of "Under Forest Economy," with the coexistence of forest ecologies, to let foresters cultivate plants and livestock to increase their income. In 2020, we united with the government around the same goal and put out the brand "UNDERFOREST: SELECT," being of assistance to local foresters in South Taiwan.
Project Duration: The project started in Taichung, Taiwan in October 2020 and ended in Chiayi, Taiwan, in January 2021. The "UNDERFOREST:SELECT" brand launch event was held in Chiayi Chukou Nature Center on January 22, 2021.
Operation Flow: Our branding colors are forest-green and matte gold. Forest-green portrays the abundant natural resources in the woods, and the matte gold represents the economic potential of the under-forest economy. We shape the brand identity with layers of woods and the silhouettes of the under-forest economy's products as an epitome of the sustainable cycle of life between forest ecologies and economy.
Team Members: Creative Director: YI-JEN, TU
Project Manager: HSIANG-YI, HO
Design Guidance: MENG-HAN, LIU
Designer: YI-CHIN, CHUNG
Designer: CHIAO-WEI, YANG
Designer: YU-CHAN, LIN
Designer: HSUAN-YING, CHIANG
Designer: CHANG-YU-CHEN
Designer: CHING- YU, YEN
Space Designer: TZU-HAO, KUO