Texture Maker
Rebranding for Texture Maker Enterprise Co., Ltd.
Texture Maker, positioned as an expert in food texture design, has redefined its brand strategy and identity to support global expansion. Built on food science and design expertise, the new system reflects the mission to create standout products with clients. Through months of in depth discussions with external branding teams, it highlights the ability to lead trends, deliver diverse solutions, and craft products that inspire delightful and surprising culinary experiences worldwide.
Download Press Kit № 165552
Download Press Kit № 165552 Rebranding for Texture Maker Enterprise Co., Ltd. by Cheng-Hui Chiu to access high-res images, essential texts, translations, and exclusive interviews—all in one.
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Texture Maker by Cheng Hui Chiu
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Rebranding by Cheng Hui Chiu
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Cheng Hui Chiu Texture Maker
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Cheng Hui Chiu Rebranding
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Texture Maker Enterprise Co Ltd Brand Logo
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Unique Properties
Texture Maker, positioned as an expert in food texture design, has redefined its brand strategy and identity to support global expansion. Built on food science and design expertise, the new system reflects our mission to create standout products with clients. Through months of in-depth discussions with external branding teams, it highlights our ability to lead trends, deliver diverse solutions, and craft products that inspire delightful and surprising culinary experiences worldwide.
Tags
Branding, Rebranding, Graphic Design, Visual Identity, Brand Strategy, B2B, Food Science, Manufacturing
Production Technology
Adobe Creative Suite, Co-create Workshop
Design Challenge
1. The main challenge was deeply understanding customer perceptions of our brand, requiring extensive research. 2. Our broad range of products and services made it difficult to craft a clear, unified message. 3. Additionally, aligning varied internal expectations posed a challenge. Through in-depth surveys and collaborative workshops, we bridged these gaps, achieving a cohesive rebranding that resonates with customers and unifies our team’s vision.
Project Duration
The project started in June 2024 in Taipei and finished in January 2025 in Taipei, and will be exhibited in iba 2025 in Düsseldorf.
Operation Flow
This design project aimed to enhance the brand's innovative spirit, making it more visible and relatable to consumers in search of delightful experiences. Inspired by molecular shapes, the appearance of our signature mochi, and the movement of powders and liquids, the design was developed using simple visuals and interactive elements. This approach enables the brand to adapt seamlessly across various media, creating a memorable experience that merges creativity with science, while embodying our slogan, "Let's make wonders happen."
Research
Our research began with internal interviews led by an agency to understand brand team expectations. We then conducted focus group interviews with end customers to identify preferred visuals and brand messaging, followed by business client surveys for their expectations. Competitor and benchmark analyses, along with strategic workshops involving the agency and brand team, provided key insights. This process aligned our rebranding with client expectations, enhancing our brand’s relevance and appeal.
Inspiration
This project aims to reposition the brand, showcasing its innovative spirit and resonating with consumers' desire for delightful experiences. The supporting graphics are inspired by food science molecular structures, the iconic imagery of mochi, and the dynamic forms of powders and liquids. Developed through customer surveys, competitor research, and workshops, the design reflects a balance between creativity and science.
Image Credits
Food Photography by Oni Lai Photo Studio / Factory Photography by Lee Juan Show / Exhibition Design by CHEN-MEI DESIGN
Project Overview
Texture Maker Rebranding has been a Silver winner in the Graphics, Illustration and Visual Communication Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
Cheng-Hui Chiu was recognized with the coveted Silver A' Design Award in 2025, a testament to excellence of their work Texture Maker Rebranding.
Cheng-Hui Chiu Newsroom
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