ME LOVE

The project draws from the legacy of a century-old rice noodle brand in Hsinchu, originally known as “Me Love Rice Noodles.” Following a brand spin-off, the new visual identity was created under the name “Me Love” , which phonetically echoes the original brand’s name while evoking a joyful connection to rice. The design concept preserves the spirit of the founding brand, merging cultural heritage with modern aesthetics. By reinterpreting the act of eating rice noodles, the brand transforms everyday consumption into a vehicle for cultural storytelling and emotional continuity.

The logo is built around the characterrs for “Me Love” (米樂), with the pronunciation subtly recalling “Milefo,” the name of the family’s original brand. The character “米” is rendered with varied strokes to suggest the texture of rice noodles, while the water radicals in “樂” are transformed into leaping gourds—an homage to the Maitreya Buddha who is traditionally depicted holding a wine gourd.

[Transforming Chinese Characters into Symbols]

The left-side totem stylizes the character “百(thousand)” into an interwoven motif of yarn and chopsticks, with four lines of noodles forming a circular structure. This symbolizes emotional bonds across four generations and reinforces the familial ties of the brand. The design elements—from text and lines to objects and religious symbols—are precisely translated into a contemporary visual language that clearly communicates Taiwan’s local stories across cultural boundaries.

The brand’s core colors combine K100 black with C40M55Y80 gold to achieve a rich contrast between classic and local warmth. Black denotes heritage and professionalism, while gold evokes the aroma of fried rice noodles and a connection to the land. The print materials employ gold stamping and matte foil techniques to emphasize cultural value across name cards, tote bags, and brochures. The palette also extends to the “Rice Culture” product packaging, which features local religious icons like Cheng Huang Ye and the Heibai Wuchang to enhance visual appeal and audience segmentation.

The project is a brand revitalization project integrating family heritage with modern visual systems, covering logo, stationery, tote bags, and packaging. The biggest challenge was clarifying the brand’s identity during its formative stage, especially as the client explored new product formats like instant noodles. Drawing from concepts such as “four generations under one roof” and “threads from a mother’s hands,” the designer established a visual system that is both scalable and communicative, extending the brand’s reach to exhibitions, retail environments, and international platforms.

OPERATION / FLOW / INTERACTION／FUNCTION

Upon launch, the new brand identity was invited to design exhibitions and featured in television interviews. Related products quickly sold out at international fairs, with both the client and visitors expressing strong resonance with the refreshed identity. Consumers noted the logo’s cultural depth and distinctive design; the “Me Love” typography stood out as playful and recognizable, while the stylized “百(thousand)” symbol was praised as an iconic cultural reinterpretation. The client also reported that the new packaging and brand language re-engaged loyal customers and sparked interest among younger audiences in rice noodle culture.