Silver Graphics, Illustration and Visual Communication Design · 2025
Texture Maker Rebranding
by Texture Maker Enterprise Co. Ltd.
- A' Design Award 2025 Silver Winner in Graphics, Illustration and Visual Communication Design
- Awarded April 15, 2025
- CLIENT: Texture Maker Enterprise Co., Ltd.
- Estimated Number of Design Views: 80,223
- Verification code D399807146 · Verify this award
About Texture Maker Rebranding
Texture Maker, positioned as an expert in food texture design, has redefined its brand strategy and identity to support global expansion. Built on food science and design expertise, the new system reflects the mission to create standout products with clients. Through months of in depth discussions with external branding teams, it highlights the ability to lead trends, deliver diverse solutions, and craft products that inspire delightful and surprising culinary experiences worldwide.
Cheng-Hui Chiu's Texture Maker Rebranding exemplifies the sophisticated synthesis of typographic clarity, chromatic boldness, and narrative photography that characterizes accomplished contemporary visual identity practice. This environmental application demonstrates how thoughtfully orchestrated brand systems communicate across scales, from intimate product encounters to commanding urban presences. The designer appears to engage with the rich tradition of complementary color theory, deploying the classic blue-orange opposition with contemporary refinement that produces both visual vibration and harmonious resolution. The integration of photographic windows within the geometric composition suggests an understanding of how brand identities must simultaneously convey abstract values and concrete product realities, the circular frames functioning as portals that invite viewers into moments of human making and material transformation. The biomorphic orange passages that wind through the composition evoke the organic nature of handcrafted food production while providing dynamic visual pathways that energize what might otherwise remain static geometric arrangement. The tagline's aspirational language, rendered in confident white letterforms, positions the brand within territories of possibility and transformation, inviting audiences to participate in creative processes rather than merely consume finished products. Technical accomplishment is evident in the precise registration of photographic and graphic elements, the controlled color relationships that maintain legibility across viewing distances, and the sophisticated balance between typographic restraint and visual exuberance. The work participates in contemporary discourse around artisanal authenticity and human craftsmanship, themes that resonate across global food cultures. What relationship might viewers discover between the fluid organic forms and the handmade qualities celebrated in the photographic content?
Press Kit
- Unique Properties
- Texture Maker, positioned as an expert in food texture design, has redefined its brand strategy and identity to support global expansion. Built on food science and design expertise, the new system reflects our mission to create standout products with clients. Through months of in-depth discussions with external branding teams, it highlights our ability to lead trends, deliver diverse solutions, and craft products that inspire delightful and surprising culinary experiences worldwide.
- Tags
- Branding, Rebranding, Graphic Design, Visual Identity, Brand Strategy, B2B, Food Science, Manufacturing
- Production Technology
- Adobe Creative Suite, Co-create Workshop
- Design Challenge
- 1. The main challenge was deeply understanding customer perceptions of our brand, requiring extensive research.
2. Our broad range of products and services made it difficult to craft a clear, unified message.
3. Additionally, aligning varied internal expectations posed a challenge. Through in-depth surveys and collaborative workshops, we bridged these gaps, achieving a cohesive rebranding that resonates with customers and unifies our team’s vision. - Project Duration
- The project started in June 2024 in Taipei and finished in January 2025 in Taipei, and will be exhibited in iba 2025 in Düsseldorf.
- Operation Flow
- This design project aimed to enhance the brand's innovative spirit, making it more visible and relatable to consumers in search of delightful experiences. Inspired by molecular shapes, the appearance of our signature mochi, and the movement of powders and liquids, the design was developed using simple visuals and interactive elements. This approach enables the brand to adapt seamlessly across various media, creating a memorable experience that merges creativity with science, while embodying our slogan, "Let's make wonders happen."
- Research
- Our research began with internal interviews led by an agency to understand brand team expectations. We then conducted focus group interviews with end customers to identify preferred visuals and brand messaging, followed by business client surveys for their expectations. Competitor and benchmark analyses, along with strategic workshops involving the agency and brand team, provided key insights. This process aligned our rebranding with client expectations, enhancing our brand’s relevance and appeal.
- Inspiration
- This project aims to reposition the brand, showcasing its innovative spirit and resonating with consumers' desire for delightful experiences. The supporting graphics are inspired by food science molecular structures, the iconic imagery of mochi, and the dynamic forms of powders and liquids. Developed through customer surveys, competitor research, and workshops, the design reflects a balance between creativity and science.
- Image Credits
- Food Photography by Oni Lai Photo Studio /
Factory Photography by Lee Juan Show /
Exhibition Design by CHEN-MEI DESIGN