Rebranding Tradition: Taiwan Black Tofu's Innovative Identity

U VISUAL's Modern Take on a Culinary Heritage

At the heart of Taiwan's night market culture, a street food stall named Taiwan Black Tofu, also known as "Bespectacled Black Pudding Broth" in the local language, has been serving up its signature dish for generations. The stall, named after its bespectacled founder, has recently undergone a significant transformation, evolving into a modern restaurant while retaining its unique cultural heritage.

The task of rebranding was entrusted to U VISUAL, a design team known for their innovative approach to corporate identity. The team's challenge was to extract the essence of the local culture embodied by Taiwan Black Tofu and inject it into a modern lifestyle brand. The goal was not only to please the stall's regular customers but also to attract a new generation of food enthusiasts.

The key concept for the new logo centers around the image of "a pig wearing spectacles", a nod to the brand's unique name and a testament to the use of fresh ingredients in making the black pudding broth. The date of the original stall's founding is cleverly incorporated into the curls of the pig's tail, encapsulating the brand's enduring values and culinary heritage.

This modern yet humorous design has been widely appreciated, earning U VISUAL the Golden A' Advertising, Marketing and Communication Design Award in 2017. The award is granted to outstanding and trendsetting creations that reflect the designer's prodigy and wisdom, significantly impacting the world with their desirable characteristics.

U VISUAL's rebranding of Taiwan Black Tofu is a testament to the power of design in preserving cultural heritage while adapting to modern trends. It serves as an inspiration for other brands looking to evolve while staying true to their roots.