GEOMETRIC VS. ORGANIC

TitleGEOMETRIC VS. ORGANIC
BrandGREEN AT HEART
Product / ServiceORGANIC FOODS SHOP
CategoryB02. Typography
EntrantHUFAX ARTS Taipei City, CHINESE TAIPEI
Entrant Company HUFAX ARTS Taipei City, CHINESE TAIPEI
Advertising Agency HUFAX ARTS Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Fahsiang Hu Hufax Arts Executive Creative Director
Yun Liu Hufax Arts Chief Creative Officer
Fahsiang Hu Hufax Arts Art Director
Daphane Liu Hufax Arts Copywriter
Fahsiang Hu Hufax Arts Copywriter
Natasha Liao Hufax Arts Copywriter
Alain Hu Hufax Arts Graphic Designer
Woody Hu Hufax Arts Designer
Phoebe Hu Hufax Arts Designer

Brief Explanation

More and more people in the world recognize the importance of being organic. However, most of them only get to know the word but the true meaning of it.

The Brief

What does organic really mean? Is it a kind of food? An objective? Or a slogan for a healthier life? What is your personal experience of an “organic life”? Green at Heart is an organic shop, offering not only organic food but also attitude towards a better, eco-friendly lifestyle and wishing to deliver the message by print ad.

How the final design was conceived

The core idea of our creativity is that to deliver the message of organic lifestyle, we need to bring out the discussion of its original meaning to the world. In contrary to geometry which structures the world, it is organism that enriches it and makes it alive. Similar to the concept of Taiji, the two elements belong to the same sphere of discourse. Therefore, in terms of visual design, we express the interesting discourse of “organic” and “geometric” by geometric patterns and graphics inspired by Chinese calligraphy, in order to expand consumer’s imagination to connect their daily life (mostly constructed by philosophy of geometry) to an organic lifestyle.

Indication of how successful the outcome was in the market

We believe that, to disclose the secret of living a better life to consumers, we need to touch their heart by simple, direct communication and experience.