東區鵝肉吳品牌規劃

GooseWu Branding Design

2022

Graphic Design

VIS / Branding

老牌新作，台式復古小食品牌翻新。
東區鵝肉吳成立於民國七十一年，為台北東區延吉街知名鵝肉老店。最初為流動攤販，雖歷經三次搬遷，憑藉吳老闆的好手藝，使不少客人死忠跟隨，也成為許多台北人的日夜家常。

2020年由好玩事業團隊承襲，依舊秉持著吳老闆傳承下來的好滋味，並加入詼諧創意元素，翻玩老品牌。品牌識別以老店招牌紅黃色調作為標準色，帶有傳承意味也激發觀者食慾，繪製各式小鵝形象，營造幽默鮮明的品牌個性，從電商團購、實體店面、潮流市集推廣，吸引年輕族群品嚐台灣傳統小吃。

A Classic Reimagined — Revitalizing a Taiwanese Retro Snack Brand

GooseWu was founded in 1982 and is a well-known, long-established goose specialty shop on Yanji Street in Taipei’s East District. Originally a mobile street stall, the business relocated three times over the years. Thanks to Mr. Wu’s exceptional craftsmanship, many loyal customers followed wherever it went, making it an everyday comfort food for generations of Taipei locals, day and night.

In 2020, the brand was carried forward by the HaoWan team. While preserving the authentic flavors passed down from Mr. Wu, the team introduced humorous and creative elements to reinterpret and refresh the classic brand. The visual identity adopts the original shop sign’s red and yellow color palette as its standard colors—symbolizing heritage while also stimulating appetite. A series of playful goose illustrations were developed to create a humorous and distinctive brand personality.

Through e-commerce group buying, physical storefronts, and trendy market events, the brand reaches out to younger audiences, inviting them to rediscover and enjoy traditional Taiwanese street food.

Design Agency | 好玩事業 HaoWan

Designer | 周旺財 Marcia Zhou

Print | 好玩事業 HaoWan