創辦人于先生在實踐創業夢想時，因現實挫折茫然，一天一隻雀鳥突然飛下，停在甜品上雀躍著，仿佛鼓舞著于先生把幸福甜品的夢想堅持下去，從此雀鳥意涵帶著神奇的祝福，甜品事業蒸蒸日上。 以手繪方式詮釋生動的品牌故事，佐書法字體寫出「于記杏仁」字樣，傳達老字號、老品牌的深刻印象。杏仁與文鳥亦是白色，搭配紅色鳥喙增添視覺喜氣，姿態從飛翔、佇留、銜著杏仁果... 到搭配小販的竹攤、復古餐具的組合，呈現出懷舊風貌，期望引起食客對杏仁的情感並傳遞出品牌的故事精髓。
As the founder Mr. Yu was practicing his entrepreneurial dream, he was at a loss due to the setbacks in reality. One day a white Java sparrow flew down out of the blue and stopped at the dessert, as if reminding Mr. Yu to stick to his dream of a happy dessert. From then on, miraculously, the dessert business started thriving. This brand story is vividly illustrated by hand-painting, and the brand name "Yu Ji Almonds" is written in Chinese calligraphic fonts to convey the deep impression of time-honored brands. Almonds and the white Java sparrow are both white, and the red beak adds a portion of visual joy. Postures of the bird range from flying, staying, holding almonds... to the combination of bamboo stalls and vintage tableware with hawkers. All the details are choreographed to build a nostalgic look, in hope to evoke gourmets’ affection toward almonds once set in resonance with the brand story.
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