WELCOME TO
NANFANG'AO
百年精髓·文化傳承
背景介紹 - 繁榮的過往與紀錄
Background introduction - Prosperous past and record
南方澳漁港位於位於宜蘭南部的蘇澳鎮東南方，漁村建立時，可以回溯ㄧ百多年以前，物產非常豐富，還可以捕撈到特別的台灣鯖魚，專門出產這項魚種，有「台灣鯖魚的故鄉」這個美名，曾是全台人口密度最高的鄉鎮，早期居住的居名因為海洋產業而來自四面八方，小小漁村在全盛期，港邊約可停泊一千餘艘漁船，可見當時的繁榮程度。
Nanfang’ao harbor is located at the Southeast of So-ao Town, southern of Yilan. It can be traced back to more than 100 years ago when the fish town was built. It is abundant and rich in products. Due to the advantage of fishing and producing mackerels, the village was given the title of “The Hometown of Mackerels". Previous residents came from all over the world through the marine industry. In the heyday of the village, more than a thousand fishing boats could be anchored in the harbor, which showed how prosperous it was back in the day.
思考動機 - 為何這麼做？
Reflecting about the motivation
Why did we do this?
近年來年輕族群族逐漸外移，老年人口慢慢增長，捕撈漁業等相關工作年齡層逐漸增加，加上國外市場競爭，產業的變化，漸漸影響到含有歷史底蘊的這座漁港，希望透過品牌重塑，讓當地的民眾增加對家鄉熟悉的程度，也因對外缺乏推廣，外地客對當地的印象單一，所以想透過專題拉近民眾之間的連結與羈絆。
為了讓南風澳當地能夠被更多人所看見，除了原有的辦理港邊鯖魚季外，針對建港百年的契機規劃了新的視覺、刊物、商品、公共空間，進行品牌重塑，讓喜歡旅遊的民眾，深入瞭解在地文化。
Recently, with the emigration of the young generation, the elderly population has gradually increased, and the working age group of the fishing industry has been increasing. On top of that, foreign competitors and changes in the industry have been affecting this fishing port with historical heritage.
In order to help Nanfang’ao to be known to more people aside from the original Mackerel Festival, we grasped the opportunity of the harbor-centennial and designed a whole new series of advertisements including publications, products and public spaces, to allow people who love traveling to recognize more about local culture.
設計目的 - 想要達成的目標
Design purpose - Our final goal
我們以紀錄帶入地方核心，並且以地名的舊稱打造主題，重塑當初的回憶，不管是文物建築還是歷史事件，紀錄下去正是我們專題的意義，除了接續以前的故事，往後的故事也想由年輕世代去延續與創造，期望不會有世代隔閡，創造屬於這個地方的底蘊故事。
Our theme is to demonstrate how history went on in the past 100 years. We named the theme after what the place was called in the past to rebuild the original memories. Writing down the story is the purpose of our research. In addition to carrying on the past, we hope that stories of the future can be passed on by the younger generations, hoping that there will be no generational gap, and the younger generation will be able to create a story that belongs to this place.
插畫設計 - 繪圖呈現
Illustration Design
Drawing Presentation
插畫痕跡
描繪百年漁港的感情
Introduce
以南方澳的景觀建築和文化作為主題，繪製出南方澳的獨特風貌，帶入故事細節分享當地的美景，給予每張插畫故事構思，融入地理、人文、風土、產業的精髓。
Taking the landscape architecture and culture of Nanfang'ao as the theme, it draws the unique features of Nanfang'ao, brings into the story details to share the local beauty, gives each illustration story idea, and integrates the essence of geography, humanities, terroir, and industry.
社區發展
Community development
人文景觀
Humanistic landscapes
漁業生態
Fishery ecology
運用鮮明的插畫連結社區發展，推廣漁業生態、人文景觀建築，給予精神傳遞。
Use vivid illustrations to connect community development,promote a fishery ecology along with humanistic landscapes and architecture,and provide spiritual transmission
作品呈現
Work Presentation
核心三大主題
Three core themes
南-里程
Nan-Mileage
意思：地理、路途
Meaning：Geographical
Road
風-底蘊 (文化精隨)
Feng-Cultural Highlights
意思：人文、風土
Meaning：
Humanity
Local conditions
澳-瀛濱
Ao-Yingbin
意思：海洋、漁業
Meaning：
Marine
Fisheries
南方澳昔稱南風澳，南方澳位於蘇澳鎮南方，以南代表地理方位表示鯖魚興盛的里程，象徵將來蛻變的過程。
Nanfang'ao was formerly known as Nanfeng'ao. It is located in the south of So-ao town. The geographical location of Nanfang'ao is a symbol of the journey of the mackerel to prosperity and its future transformation.
當地風土文化的累積，信仰為媒介，呈現捕魚討海為生的縮影，蒸餾出保存已久的歷史蘊味。
The accumulation of local culture and beliefs is the medium through which the epitome of fishing and seafaring is presented, distilling the long-preserved historical flavor.
瀛濱代表海洋與水邊的意思， 諧音為迎賓，鯖魚與人潮的增加都是屬於豐收結晶，正是喜悅的入場卷。
The name Yingbin stands for the sea and the waterside. The increase in the number of mackerel and people is a sign of a bountiful harvest, which is a joyful sign of admission.
主視覺設計概念
Primary Visual Design Concept
夕陽 Sunsets
倒影 Reflection
山脈 Mountains
燈籠 Lanterns
平房 Bungalows
寺廟屋簷 Temple roof
漁業 Fisheries
海洋 Ocean
漁船 Fishing boats
南-里程 Nan - Mileage
日出、日落合於一體，陽光落在海面上，搭配南方澳地理環境的山巒給人溫暖的氛圍。圓形意象為太陽，橢圓形為海面上的波光，綠色的山形則代表筆架山及周遭的山巒。
The sunrise and sunset are combined in a single composition, with the sunlight falling on the sea and the warmth of the mountains in the geographical environment of Nanfang'ao. The round shape represents the sun, the oval shape represents the waves on the sea, and the green mountain shape represents the Bijia shan(or Bijia mountain筆架山) and the surrounding mountains.
風-底蘊 Feng- Cultural Highlights
悠久的人文風土，緊密的宗教文化，代表討海人精神，閃耀著光芒。圓形與橢圓形代表燈籠，菱形方塊代表屋瓦與平房，最明顯的橘色色塊則代表寺廟的屋簷。
The long-standing culture of the people and the tightly-knit religious culture of the temple shines brightly as a symbol of the people's spirit. The round and oval shapes represent lanterns, the diamond-shaped squares represent roof tiles and cottages, and the most obvious orange color block represents the eaves of the temple.
澳-瀛濱 Ao- Yingbin
海浪重疊交錯，魚群穿梭的光影，這便是南方澳最原純樸的光景。朝上方的三角形代示海浪，朝下則代表漁船，魚的色塊代表魚群與鯖魚。
The waves are overlapping and the fish are moving in and out of the light, this is the most pristine and pure view of Nanfang'ao. The triangle facing upwards represents the waves and the triangle facing downwards represents the fishing boats. The fish color blocks represent schools of fish and mackerel.
作品呈現
Work Presentation
百年刊物 - 刊物主題
Centennial
Journal Topics
核心主題以自然與地理、人文與風土、海洋與產業，三項作為主軸框架，並把刊物當媒介，回憶與推廣台灣漁村的悠遊生活，顛覆過往對漁村的既定印象。
The core theme of the journal was based on nature combined with geography, humanities combined with culture, and the marine industry. The three items serve as the main frame and use the journal as the medium to recall and promote the leisurely life of Taiwanese fishing villages, subverting the established impression of traditional fishing villages in the past.
百年刊物 - 刊物內容
Centennial - Journal Contents
我們以影像拍攝紀錄的方式，搭配插畫的形式，以排版與文字組合產生連動的趣味，豐富視覺外，使觀者能夠印象深刻。
We used photography, illustration and typography to enrich the visual experience and make a lasting impression on the viewer.
百年刊物 - 書殼
Centennial - Bookcase
以產業、山巒、寺廟、海洋作為壓克力雷雕圖像，對應主軸框架，光照下有不同光影流動的效果。
The book shell be depicted using laser to engrave the image of industry, mountain, temple, and ocean to match up with our main theme. It will also show flowing effects under the lights.
百年罐頭禮盒 - 設計理念
Hundred Years Can Gift Box - Design Thoughts
我們在三款包裝上，有故事性的插畫圖像，並且以主題區分口味，也有互動性體驗，像是捕撈、販賣、烹飪的過程，透露著水產加工業的起源。
On the three packagings, we have story-like illustrations and images, and the taste can be distinguished by the theme. Interactive experiences, such as the process of fishing, selling, and cooking, reveal the origin of the aquatic product processing industry.
百年罐頭禮盒 - 壓克力外盒設計
Hundred Years Can Gift Box – Acrylic Box Design
壓克力盒是我們包裝的外殼，對於南方澳的鯖魚進行圖像化，並且雷雕在壓克力上方，有看到水裡面游動鯖魚的感覺，產生活潑趣味律動感。
The acrylic box is the outer shell of our packaging. The mackerel in Nanfang'ao is imaged, and the laser is carved on top of the acrylic. It feels like seeing the mackerel swimming in water, creating a lively and interesting rhythm.
周邊設計-悠遊卡與電繡徽章呈現
Peripheral design - presentation of Easy card and embroidered badge
以色塊運用做為主要表現，營造現代且有活力的設計感，包含南方澳地理環境的山巒，悠久的人文風土與宗教，討海人的精神光芒，魚群穿梭的光影，這便是南方澳最原純樸的光景。
Color blocks were used as the main expression to create a modern and dynamic sense of design, including the mountains of Nanfang’ao’s geographical environment, the long-standing cultural customs and religions, the spiritual light of sea-seekers, and the light and shadow of the fish. This is the most pristine scenery of Nanfang’ao.
設計成果 - 期望
Design outcomes - expectations
現今台灣有許多地方進行轉型活動， 但在宜蘭似乎不常見，雖然目前已有鯖魚季的大型祭典，但推廣方面與活動形式，仍有可以大量成長的空間，包含我們實地走訪後也發現當地居民似乎對於南方澳的特色文化不是很了解，因此我們想藉由品牌重塑的議題，吸引觀光客前往宜蘭的南方澳造訪，讓出遊民眾與本地民眾一起融入在地文化。
There are currently many places in Taiwan where transformation activities are taking place, but they seem to be less common in Yilan. Although there is already a large festival for the mackerel season, there is still plenty of room for growth in terms of promotion and activities. We also found that the residents did not seem to know much about the unique culture of Nanfang'ao. Therefore, we wanted to use the rebranding activity to attract tourists to visit Nanfang'ao in Yilan, so that travellers could immerse themselves in the local culture with the locals.
隨著群眾與文化年齡的差距增大，希望透過重塑在地特色發展，結合社區形象再造。以公共空間的形式推廣和展示我們的作品，將設計融入我們的生活。
As the age gap between people and the culture widens, we hope that by reshaping the development of local characteristics and reconstructing the community image.Using the form of public space to promote and present our works, integrate design into our lives.
公共設計-意象呈現
Public Design
Imagery Presentation
結語
Conclusion
透過本次專題研究，讓我們對南方澳這個村落有了更深刻的了解，從地方文化到人文、產業、實際走訪等，期盼能藉由建港百年這個機會讓南方澳這座漁村能被更多人看見，帶動南方澳的觀光產業，將南方澳豐厚歷的史背景推廣出去，歡迎到來。
Through this research, we have gained a deeper understanding of the village of Nanfang'ao. From local culture to humanities, industries and actual visits, we hope to use the centenary of the founding of the port as an opportunity to make Nanfang'ao a fishing village that can be seen by more people. We hope to promote the tourism industry in Nanfang'ao as well as the rich historical background. Everyone is welcome to visit.
謝謝大家觀看
Thank you very much for watching
中國科技大學 - China University of Technology (TAIWAN)
視覺傳達設計系 - Department of Visual Communication Design
主題 - Theme / 南風澳 - NANFANG ' AO
指導老師 - Supervising Professor / 李政達 Cheng-Ta Lee、陳建勳 Chien-Hsun Chen
製作團隊 - Designer / 陳姸岑 Yen-Tsen Chen、姜禮岳 Li-Yue Chiang、鄭詳霖 Xiang-Lin Zheng、林繼威 Ji-Wei Lin