禮聚肉乾 Ligather Jerky
禮聚以「逢年過節，送禮相聚」為品牌核心概念，將傳統送禮文化轉化為更貼近當代生活的情感表達。「禮」不只是形式，更是一種連結彼此的心意；而「聚」，則承載著人與人之間的溫度與相聚的時刻。
在視覺設計上，我們以肉乾本身的紋理作為底紋意象，將產品特質轉化為品牌語言，使包裝不僅呈現內容物，也延伸其風味與質地的感受。整體色彩打破傳統肉乾品牌慣用的大紅色，改以深藍為主調，營造出文青且帶有復古氣息的視覺氛圍，使品牌更貼近年輕族群的審美與送禮習慣。文字設計搭配帶有金屬質感的肉紋插圖，透過「假燙金」的視覺表現，為整體增添畫龍點睛的效果。在沉穩基底中注入精緻細節，使每一份包裝不只是食品，更是一份值得被傳遞的心意。
禮聚希望讓送禮這件事回到最純粹的本質，不是形式，而是讓人與人之間再次靠近的理由。
“Li Ju” (The Gathering of Gifts) is built upon the idea of gifting as a way to bring people together during festive occasions. The name reflects both the act of giving (“Li”) and the warmth of gathering (“Ju”), transforming traditional gifting culture into a more contemporary and emotionally resonant experience.
Visually, the design draws inspiration from the natural texture of jerky, translating it into a subtle background pattern. This approach turns the product itself into a key visual language, allowing the packaging to reflect both its materiality and sensory character.
Breaking away from the conventional use of bright red in traditional jerky packaging, the brand adopts a deep navy palette to create a refined, modern aesthetic with a hint of vintage charm. This shift aligns the brand with a younger audience and a more contemporary gifting culture.Typography is paired with gold-toned jerky-texture illustrations, creating a foil-like visual effect that adds a sense of sophistication and focus. These details elevate the packaging, making each piece feel intentional and gift-worthy.
“Li Ju” redefines gifting —not as a formality, but as a meaningful gesture that brings people closer together.
