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Migrating around the middle and south area of China, the immigrant history of Hakka people shaped the austere and indomitable spirit in their culture. This kind of spirit further led to a unique style of cuisine, which didn’t focus on the appearance but the developmentofflavor.
The majority of available packaged new year cuisine for sale follows a uniform style, lacking inlocal and cultural characteristics. Also, the products are usually packaged with plain non-recyclable material, which is not only uncharacteristic but also environmental unfriendly. In recent years, the creation of brand is considered to be an effective strategy for marketing. The aim of the study is to survey for ideal components for the shape of a brand for Hakka style packaged new year cuisine.
Within Hakka-affected area in Taiwan, the survey was performed for customer’s preference for dishes, quantity of requirement, ideal price and style of packaging appearance. The results of the work include(1)the understanding of customer’s preference of packaged new year cuisine for sale,(2)gathering of knowledge related to the cutural spirit and history of Hakka dishes and(3)creation of a new brand for packaged new year cuisine characterized by Hakka style dishes and Hakka style packaging appearance based on the survey.
Based on the survey, the author successfully developed two sets of Hakka style packaged new year cuisine, known as Tung flower I . The package of the created products were decorated with the generally accepted Hakka featuring images obtained from the survey, namely Tung flower and Tulou. The appearance of the package was designed with the featuring colors of China, red and yellow, and the signature color of Hakka culture, the Hakka blue. Recyclable corrugated paper was used as the main material of the packaging for the reason of environmental friendliness.
The results of the survey and the design of the product could be helpful for further creation of relevant products in the future.
Keywords: Hakka New Year's food, Hakka NewYear food's story, Hakka imagepattern,
style packaging.
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