角大人 Jiaǒ Dà Rén

Role

Brand Designer

Client

角大人 Jiaǒ Dà Rén

Project type

Food and Restaurant

Project overview

角大人是台南手工水餃店的品牌改造專案，涵蓋重新命名、品牌識別與冷凍水餃包裝設計。原本的店叫「包不同」，老闆接手後，因原店名已被註冊，需要重新命名。但這顆水餃到底哪裡不同？這是我在設計時一直思考的問題。一口好入口，皮薄得剛剛好。這樣的細節吃得到，卻很容易被一句「這沒什麼」帶過；這次改造便從這些產品長處出發，建立包裝與門市共用的品牌語言。

Jiaǒ Dà Rén is a rebranding project for a handmade dumpling shop in Tainan, covering naming, brand identity, and frozen dumpling packaging design. The shop used to be called Bao Bu Tong, but after the owner took over, the name had to change because it was already registered. What, exactly, made these dumplings different? That question guided the design. They were easy to eat in one bite, with wrappers that were just thin enough. Those qualities became the starting point for a shared brand language across packaging and the storefront.

「角大人」借了「餃」的諧音，也帶著台南街角小吃店的熟悉感和一點老派幽默。「有料有角度」把餡料的實在和做事的講究放在同一句話裡。從紅白字標、冷凍水餃包裝，到制服上的水餃角色和櫃檯那句台語「結數佇遮」，都用同一種家常、有點俏皮的口氣跟客人打招呼。The new name, Jiaǒ Dà Rén, plays on the sound of the Chinese word for dumpling and carries the familiar, slightly old-fashioned humor of a corner shop in Tainan. The tagline, “More than flavor. Full of character,” captures both the generous filling and the care that goes into making each dumpling. That same personality runs through the red-and-white identity, the frozen dumpling packaging, the mascot on staff shirts, and a lightbox that says “Pay here” in Taiwanese.

門市招牌刻意採用台灣街頭熟悉的老式吸塑做法，保留微微凸起的字，再重新調整色彩與比例，做出角大人的「新古早味」。我希望路過的人覺得熟悉，又忍不住多看一眼。下次想吃水餃時，會記得那塊招牌，也會想起那張薄得剛剛好的餃皮。For the storefront, I chose the old-style vacuum-formed signage familiar from Taiwan’s streets. I kept the gently raised lettering and reworked the colors and proportions to give the sign a look that feels at home on the block and still earns a second glance. I wanted people to remember the sign the next time they craved dumplings, and to remember how thin the wrapper was when they took that first bite.