In the US, eating is more of a necessity, but in Taiwan, it's a pleasure. While the US has plenty of fast food options like fries, pizza, and burgers, Taiwan offers a variety of dishes, ingredients, and cooking techniques to experiment with. Unfortunately, discussing Taiwanese food with locals was often limited to small talk due to my limited knowledge and the language barrier.
Taiwei, a Taiwanese brand, features a website that showcases Taiwanese recipes, complete with ingredients, instructions, and cultural stories to educate those unfamiliar with Taiwan. The interactive user interface boosts engagement and curiosity by bringing static instructions and images to life.
"台 Tai 味 Wei" is the Taiwanese flavor representing Taiwanese cuisine; it's easy to remember because it sounds like Taiwan. The logo's shape is from "味" the Chinese character, and I made it look like a bowl of rice with a pair of chopsticks -- a utensil that will instantly call back to Asian culture.
When I talk about Taiwan, people usually think of boba tea, Chinese New Year, and nature - the common perception for foreigners. To capture Taiwan's natural, genuine, and friendly essence, I combined these public perceptions with my own memories of the country to create a visual identity.
When I talk about dishes, it's hard to explain all the ingredients without boring people. So, if I keep the illustrations realistic and list everything with their names, people won't feel like they're chasing clues and struggling to understand.