Rebranding Dayungs: Visuals and Concept Store Design
Innovating Brand Visuals and
a New Flagship Store
Dayungs started its business by selling high quality fruit. It only uses local and in-season fresh fruit that has passed government pesticide inspection standards to make drinks for its customers. Its dedication to providing the best quality fruit for its products has enabled it to achieve a unique reputation as a top brand for fresh fruit drinks among Taiwan's handmade drink chain stores.
After Paradise Design extensively identified the core values, tone, and spirit of Dayungs, it renewed its image through its brand visuals and a new concept store. Paradise redesigned the logo, brand guideline colors and fonts.
The new logo displays a sense of calmness, credibility, and sincerity as a brand distinguished by its fruit expertise.
The new visuals express the theme “Let the world see the beauty of fruit” and Dayungs's commitment to serving the highest quality fruit to its customers. This highlights Dayungs's position as Taiwan’s number one brand that provides exceptional fresh fruit, which is picked, packed and shipped to stores efficiently with Dayungs's own supply chain system.
Through the launch and design of a concept store, Paradise aimed to expand Dayungs's takeout sales model. The team designed a refreshing dining environment that has become a popular place for customers to spend time with friends, have a meeting, and relax.
Paradise used the font, MF ZhenSong, that has a square-like structure and a gentle but firm texture as a base, and sliced the strokes of Dayungs just right as it blended the image of a leaf into the character. The concept presents the core value of Dayungs, which only serves local Taiwan fruit. This echoes the original logo of the house, which represents Dayungs' welcoming spirit. The brightness of the fruit leaf was also adjusted from light to darker green. The team also modified the proportion of elements to enhance the texture of the logo. We wanted to recreate the brand identity with innovative visuals but keep Dayungs's original spirit. The new logo conveys the stability of Dayungs through its 19-year history and enhances the brand’s spirit and uniqueness.
Logo & VI
Fruit Gift Box