品牌創研 BRAND 視覺設計 VISUAL DESIGN 平面攝影 PHOTOGRAPHY 動態廣告 FILM 社群行銷 SOCIAL MEDIA
新世代嫦娥的抉擇：做自己，還是有原則？
The Choice of a New-Generation Chang’e: Be Yourself or Have Principles?
在「柚粒柚粒 YOLIYOLI—做自己或有原則」中，我們以「新世代嫦娥」作為核心意象，重新詮釋傳統神話角色在當代社會中的樣貌。此檔期為八曜和茶每年於中秋節前後推出的重要節點，結合節慶象徵與當代議題，建立品牌專屬的年度記憶。新世代嫦娥不再只是遠離塵世的孤高存在，而是站在價值拉扯之間的現代女性象徵，既擁有Z世代勇於表達自我的態度，也承載著X世代對原則與秩序的堅持。她所面對的，不是單一選擇，而是一道提問——「做自己，或有原則？」這樣的價值對立，成為跨世代共同經歷的課題。透過這個角色，品牌創造出一個讓不同世代彼此對話的場域，使消費者在自由與規範之間，重新思考自身的立場與選擇。
In the annual campaign “YOLIYOLI — Be Yourself or Have Principles,” we reimagine the iconic figure of Chang’e as a new-generation muse, redefining a traditional mythological character within a contemporary context. This campaign is a signature seasonal launch by Hachiyo Tea, released annually around the Mid-Autumn Festival, blending festive symbolism with modern cultural dialogue to establish a distinctive brand ritual. The new-generation Chang’e is no longer a distant and solitary figure, but a modern symbol navigating the tension between values—embodying the expressive confidence of Gen Z while carrying the discipline and structure upheld by Gen X. What she faces is not a simple resolution, but a question: “Be yourself, or have principles?” This tension becomes a shared experience across generations. Through this character, the brand creates a platform for dialogue, encouraging consumers to reflect on their own position between freedom and structure, and to reconsider the choices that define who they are.
一場關於選擇的視覺對峙：當藍與黃，不只是顏色
A Visual Confrontation of Choice: When Blue and Yellow Become More Than Colors
在視覺設計上，我們以極簡而高張力的排版語言，承載這場關於世代與價值選擇的對話。畫面運用強烈對比的藍與黃作為主色系，藍色象徵理性、秩序與內斂，對應「有原則」的價值底層；黃色則代表能量、表達與未來感，呼應「做自己」的當代表態。兩者在畫面中既對立又共存，形成明確的視覺選擇隱喻，強化「或」的概念張力。人物造型採未來感時尚風格，搭配幾何構成與大面積留白，使畫面保持高度純粹與聚焦，建立強烈的品牌識別。文字排版則以日文字體進行縱橫交錯的配置，創造節奏與層次，象徵不同世代聲音在同一空間中的交會與碰撞。整體設計以「簡練但具有觀點」為核心，讓視覺不只是風格呈現，更成為價值選擇的具象化表達。
Visually, the design employs a minimalist yet high-impact typographic approach to frame this dialogue of generational values and choices. A bold contrast of blue and yellow defines the core palette: blue represents rationality, order, and restraint—aligned with the idea of “having principles,” while yellow conveys energy, expression, and futurism—representing “being yourself.” The coexistence of these contrasting elements creates a clear visual metaphor for the notion of “or,” reinforcing the tension of choice. The character styling adopts a futuristic fashion aesthetic, combined with geometric composition and generous negative space, ensuring clarity and focus while strengthening brand identity. Typography is arranged using Japanese-inspired vertical and layered compositions, generating rhythm and depth that symbolize the intersection and collision of different generational voices. Guided by the principle of being “minimal yet opinionated,” the design transforms visual language into a tangible expression of value-based decision-making.
新世代嫦娥的抉擇：做自己，還是有原則？
The Choice of a New-Generation Chang’e: Be Yourself or Have Principles?
在「柚粒柚粒 YOLIYOLI—做自己或有原則」中，我們以「新世代嫦娥」作為核心意象，重新詮釋傳統神話角色在當代社會中的樣貌。此檔期為八曜和茶每年於中秋節前後推出的重要節點，結合節慶象徵與當代議題，建立品牌專屬的年度記憶。新世代嫦娥不再只是遠離塵世的孤高存在，而是站在價值拉扯之間的現代女性象徵，既擁有Z世代勇於表達自我的態度，也承載著X世代對原則與秩序的堅持。她所面對的，不是單一選擇，而是一道提問——「做自己，或有原則？」這樣的價值對立，成為跨世代共同經歷的課題。透過這個角色，品牌創造出一個讓不同世代彼此對話的場域，使消費者在自由與規範之間，重新思考自身的立場與選擇。
In the annual campaign “YOLIYOLI — Be Yourself or Have Principles,” we reimagine the iconic figure of Chang’e as a new-generation muse, redefining a traditional mythological character within a contemporary context. This campaign is a signature seasonal launch by Hachiyo Tea, released annually around the Mid-Autumn Festival, blending festive symbolism with modern cultural dialogue to establish a distinctive brand ritual. The new-generation Chang’e is no longer a distant and solitary figure, but a modern symbol navigating the tension between values—embodying the expressive confidence of Gen Z while carrying the discipline and structure upheld by Gen X. What she faces is not a simple resolution, but a question: “Be yourself, or have principles?” This tension becomes a shared experience across generations. Through this character, the brand creates a platform for dialogue, encouraging consumers to reflect on their own position between freedom and structure, and to reconsider the choices that define who they are.