"Rabbits leaping through a thousand mountains, the swift rabbits take the lead."
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Taipei MRT Year of the Rabbit Zodiac Ticket 2023
Group.G
Taipei Metro has always been a reliable companion in daily life. In the new year of 2023, it launches the " Taipei Metro Year of the Rabbit Zodiac Ticket " to celebrate the New Year with the public.
The creative concept of " Rabbits leaping through a thousand mountains, the swift rabbits take the lead. " embodies the idea that rabbits leap through a thousand mountains, symbolizing how Taipei Metro carries Taiwan, overcomes various obstacles, and bears witness to how it has persevered through the challenging pandemic. Taipei Metro leads the people towards the new year with progress and prosperity.
台北捷運一直是日常生活中可靠的伴侶。 2023年新年推出“台北捷運兔年生肖車票”，與大眾共慶新年。
“兔躍千山，捷兔先登”的創作理念。 寓意兔躍千山，象徵台北捷運如何承載台灣，克服重重難關，見證它如何在充滿挑戰的疫情中堅守。 台北捷運帶領人們邁向新的一年，進步與繁榮。
In terms of visual concept, the focus is on showcasing the process of rabbits leaping and climbing, symbolizing Taipei Metro's positive and upward attitude. The main theme with
" reaching new heights " as our concept. The packaging is designed with a two-layer structure, consisting of an outer sleeve and inner packaging. The outer sleeve features a die-cut hole pattern, allowing users to engage in an interactive experience by pulling it up, To allow people to interact with the rabbit on the inner layer of packaging, The visual showcases the motion of a rabbit leaping upwards, and the inner layer packaging is designed to showcase the process of the rabbit climbing up from the bottom to the top through the arrangement of design, through a series of packaging experiences, it conveys Taipei Metro's vibrant image and sets the stage for 2023, leading the public towards success.
視覺概念上，展現兔子善於跳躍登高的過程，象徵北捷以積極向上的態度，因此以「登高」為主軸，套票包裝以內外兩層的包裝設計，外層袖套挖洞的軋型加工，透由使用者上拉的體驗動作，使民眾能與內層包裝的兔子一同互動，同時視覺呈現出兔子向上跳耀的動態感，而內層包裝則是透過設計品項的安排，將兔子由下而上登高的過程展現，透過一連串的包裝體驗，共同傳遞出臺北捷運以充滿活力的形象拉開 2023 的序幕，引領大眾走邁向成功、步步高升。
The key visual illustration is set in a classical and traditional festive atmosphere, connecting to the joyousness of the Eastern Spring Festival. Therefore, The color scheme is primarily centered around red and gold, reflecting the celebratory nature. The traditional Chinese painting technique of “cavalier perspective" is utilized, showcasing the rabbit in three different stages and angles, from low to high. This technique creates depth by contrasting the sizes of the rabbit's posture and the objects from foreground to background. It highlights the rabbit's exceptional leaping ability and positive attitude, symbolizing the pursuit of a bright future.
插畫主視覺設定以古典、傳統的節慶氛圍，連結東方迎春新年的喜慶感，因此顏色規劃以紅、金為主要色，並使用傳統國畫技法中「散點透視法」，將兔子從低至高，三個階段不同視角的方式，將景物從近至遠以及兔子姿體的大小對比，使空間有深度的展現，彰顯出兔子擁有極高的跳耀力與積極向上的態度，追逐光明前程的意象。
Taipei MRT Year of the Rabbit Zodiac Ticket 2023
2023 臺北捷運兔年生肖套票
Client｜台北大眾捷運股份有限公司
Design Company｜谷汩文化 Group.G
Design Company｜谷汩文化 Group.G
Executive Producer｜賴祖寧 Ning Lai
Project Director｜蕭晨尉 Devin Hsiao
Art Director｜黃羿寧 Yvette Huang
Project Manager｜董文禹 Bonnie Dong
Key Visual Designer｜黃羿寧 Yvette Huang
Graphic Designer｜朱俊達 Chun-Ta Chu
Project Director｜蕭晨尉 Devin Hsiao
Art Director｜黃羿寧 Yvette Huang
Project Manager｜董文禹 Bonnie Dong
Key Visual Designer｜黃羿寧 Yvette Huang
Graphic Designer｜朱俊達 Chun-Ta Chu
Photographer｜無二 WU2 Creative
Animator｜籃可芸 Kathy Lan、山石Suns
