2023 Romantic Route 3

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Hakka Affairs Council

Culture

2023

Branding

Translating Local Cultural Features through 3D Design, Creating a Fantastical Visual Style

We created the visual for "Romantic Route 3," an art festival featuring Hakka culture. We developed a visual system to create the visual posters, promotion films, prints, and souvenirs for this 150-kilometer-long art festival.

The "Romantic Route 3" is a large-scale art festival centered around Hakka culture. In 2023, the theme of the event is "Falabidbog," a traditional Hakka term that describes vibrant and colorful elements. Through the use of this traditional and playful Hakka term, the event aims to transform the stereotypes of Hakka culture as simple and conservative and showcase the contemporary Hakka culture's diverse vitality.

The design concept revolves around the idea of "a road trip you can take with you" . By using character design to transform local cultural features, we have developed a visual style that lies between reality and fantasy, using 3D models with an inflated and tactile texture. This approach aims to create an unprecedented impression of the art festival.

We created unique visual styles and designs for the endangered species in the area, such as the Formosan clouded leopard, the Hakka temple representing religious beliefs, the representative agricultural products such as persimmons and camellias, the small green leaf cicada that represents the famous Oriental Beauty tea, and the vibrant bamboo groves.

These designs allow the audience to feel the fun and interesting elements of Hakka culture. Every person who visits the art season will discover different memories and romance from this journey.

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Credits

Supported by

Hakka Affairs Council , Taoyuan City Government, Hsinchu County Government, Miaoli County Government, Taichung City Government

Organized by

Hakka Public Communication Foundation

Curated by 

Hakka Public Communication Foundation, Left Brain Co. Ltd.

Designed by Bito

Creative Director

Keng-Ming Liu

Visual Director

Keng-Ming Liu

Art Director

Weahao Shao 

Copy Director

Vicki Huang

Lead Designer

Hsien-Chen Tsai

Visual Designer

Hsien-Chen Tsai

3D Artists

Wea-Hao Shao

Chang-Xi Lu

Chung-Lun Hsieh

Shih-Yi Yang

3D Animation

Jane Guan


Animator

Johnny Yang

Binbin Lu  

Photographer

Joe Yang

Project Manager

Kuan-Ting Wang 

Account Manager

Naiyun Peng