The Taste of Tainan A-Sha

Design: Pili Wu
PR & Marketing Project Manager: Dan Cunningham
Project Type: Produced, Commercial Work
Client: 阿霞飯店 (A-Sha Restaurant)
Location: Tainan, Taiwan
Packaging Contents: Takeaway Food
Packaging Substrate / Materials: Cardboard
Printing Process: Digital printing:

Established in 1940 and hidden away in a back alley of Tainan, the legendary A-Sha Restaurant, is a bastion of Taiwanese cuisine. Delicacies such as the famous Sticky Rice with Mangrove Crab and Charcoal-grilled Mullet Roe all represent Taiwanese cultural memory. The Taste of Tainan A-Sha branded packaging project aims to capture this cultural memory and identity. In terms of the visuality, the designer illustrates classic scenes in the restaurant such as family gatherings and wedding banquets. The design of the logo on the packaging incorporates the restaurant’s handwritten sign, which has not changed since its establishment in 1940.

What’s Unique?
The form of the takeaway meal box is inspired by the traditional, Taiwanese octagonal grilles on the windows of A-Sha Restaurant. The compartments in the meal box are perfect for separating the many dishes in an A-Sha Restaurant banquet.