Brand Identity Design
摸魚 MOYU 餐飲品牌識別設計
WANNA EAT FISH 敢摸魚，才能吃香喝辣！
好想摸魚以「人人都要工作，大家都要吃飯，我們都是打工仔」的觀點出發，提出「敢摸魚才能吃香喝辣」的品牌主張，
搭配酸菜魚、水煮魚等道地川味，為現代上班族提供一段輕鬆愉悅的用餐時光。
Everyone works. Everyone eats. We’re all just trying to get through the day.
MOYU believes that “only those who dare to slack off, get to enjoy the good stuff.” Serving authentic Sichuan sour fish and boiled fish dishes, MOYU offers modern office workers a moment of quiet indulgence in the middle of a busy day.
某一天，有隻長了腳的小魚，抱著一根像衝浪板的辣椒，正快步往某個地方前進。
牠只露出一雙眼睛，帶著一種「偷偷摸摸」的神情，彷彿要去做一件不能被發現的事。
而那件事，就是去吃一頓屬於自己的酸菜魚。
這是「摸魚 MOYU」的角色原型：不是懶惰，而是選擇；不是逃避，而是為自己爭取一段時間。
在視覺語言上，刻意迴避了傳統川味餐飲的張揚感，選擇以中性簡約的粗黑體、俐落的幾何造型、以及輕盈活力的亮橘與內斂沉穩的黑作為主色，
讓「敢摸魚」這件事保有一種心照不宣的幽默感——簡簡單單、低調地大快朵頤。
A fish with legs, carrying a chili pepper like a surfboard, hurrying toward somewhere. Only its eyes are showing—like it’s about to do something it shouldn’t.
And that something, is going to eat a bowl of sour fish, all to itself.
This is the character of MOYU: not lazy, but choosing; not escaping, but claiming a moment back.
Visually, we stepped away from the loud, decorative language typical of Sichuan cuisine branding. Instead, we chose a neutral geometric sans-serif, clean shapes, and a restrained palette of a vibrant, uplifting orange paired with black—so that “daring to slack off” keeps its quiet, knowing humor. Simple. Low-key. Deeply satisfying.
本案為 2023-2024 年於品牌設計公司支援期間參與之品牌識別提案。
最終正式採用版本由團隊共同完成，本作品集所呈現為設計師個人提案階段之完整視覺系統，並於後續進行重新詮釋。