The Challenge
時尚湯包希望跳脫傳統湯包店給人的老派印象，在保留道地手作感的同時，建立一套更年輕、更有辨識度的品牌視覺，讓品牌能延伸應用在制服、紙杯、包材等日常接觸點上。
Shi Shang aimed to break away from the conventional, old-fashioned image typically associated with soup dumpling shops. The goal was to preserve the authenticity of handmade craftsmanship while establishing a younger, more distinctive visual identity — one that could extend naturally across uniforms, to-go cups, and packaging touchpoints.
The Redesign
識別核心是一顆帶著星芒閃爍的湯包，搭配交錯的筷子構成主圖形，用「反差感」點出品牌精神——傳統小吃，也能有時尚姿態。中文標準字選用帶手感的字體，維持親切度；英文採用襯線字體「Shi Shang」，增加品牌的精緻質感。
At the heart of the identity is a soup dumpling illustration accented with sparkle motifs, paired with crossed chopsticks to form the primary mark — a visual contrast that captures the brand's spirit: a traditional street food elevated to fashion-forward status. The Chinese wordmark uses a warm, handcrafted typeface to retain approachability, while the English "Shi Shang" is set in serif type to add refinement.
Color
番茄紅取自現炒現蒸的熱度與食慾感；蒸籠金呼應蒸籠的木質色澤，為品牌注入高級質感，兩色互為主副色，構成整體識別的溫度與質地。
Tomato Red draws from the heat and appetite appeal of freshly steamed dumplings, while Bamboo Gold, echoes the warm wood tones of a bamboo steamer, lending the brand a more refined texture. Together, the two colors define the identity's temperature and tactility.
Identity System
識別系統延伸出滿版包子紋樣與品牌圖騰的組合排版，作為主視覺底紋，可彈性應用於紅底或深底的各式素材，維持品牌在不同載體間的一致性。
The identity system extends into a full-bleed dumpling pattern paired with the brand mark, used as a foundational texture across red and dark backgrounds — maintaining visual consistency across a range of applications.
Extended Application
識別系統延伸應用於制服、紙杯與店內螢幕視覺等日常接觸點，讓品牌識別自然融入實際營運場景。
The identity system was extended to daily operational touchpoints — including staff uniforms, to-go cups, and in-store screen visuals — allowing the brand to live naturally within real-world business contexts.
Brand ｜ 時尚湯包 Shi Shang
Client ｜ 富博創意股份有限公司 RICH ERUDITE CREATIVE CO., LTD.
Year ｜ 2026
Role ｜ Visual Identity & Graphic Design
ensu design ©
Client ｜ 富博創意股份有限公司 RICH ERUDITE CREATIVE CO., LTD.
Year ｜ 2026
Role ｜ Visual Identity & Graphic Design
ensu design ©