Project Description

Good Morning is a fictional Taiwanese breakfast brand concept set in Paris, thoughtfully designed to fuse the visual and cultural identities of both Taiwanese and French cultures. The brand identity draws from the shared color palette of the two nations—red, blue, and white—creating a symbolic and aesthetic bridge between East and West, while reflecting the vibrancy of both food and community.

At the heart of the visual system are four custom mascots inspired by iconic Taiwanese breakfast staples: sandwich, Chinese omelet, hot plate noodles, and iced milk tea. These playful characters bring warmth, personality, and memorability to the brand. Each mascot was carefully designed to serve not just as a visual hook, but also as a cultural ambassador—helping introduce Taiwan’s breakfast traditions to a global audience in a fun, accessible, and emotionally resonant way.

In addition to the mascots, the design includes another culturally significant element: the traditional Taiwanese condiment containers commonly found in breakfast shops across Taiwan. These nostalgic sauce jars—typically filled with soy sauce, garlic paste, or chili—were reimagined with cheerful, modern touches. Each bottle features a custom “Add Me” label and a smiling face, inviting diners to interact with the product playfully. This small detail adds a layer of humor and human connection, turning an everyday item into a memorable design moment that encourages a smile.

This branding project was developed entirely from scratch. The work includes logo design, bespoke typography, a full illustration system, color strategy, and a series of packaging mockups and environmental applications. The visual language combines modern geometric compositions with nostalgic cues from traditional Taiwanese breakfast shops and Parisian cafés. The result is a cohesive and vibrant identity that successfully communicates the brand’s story, values, and cross-cultural vision—inviting audiences to experience a joyful and contemporary interpretation of Taiwanese breakfast culture in a European context.