ANGUS CHIANG has collaborated with 77 Nougat, a local chocolate brand that has been active in Taiwan for 40 years. To create a lively visual image, he decided to restructure and emphasize preexisting logo features, while preserving the nostalgic factors, such as the retro 77 Nougat packaging and the iconic color combination of vibrant orange and yellow. The collaboration has launched three practical and versatile co-branded products: a color block design logo sweater, a shoulder bag, and an eco-friendly beverage holder. In addition to the clever use of classic elements of the 77 Nougat brand, it also incorporated new fashion design trends, which resonates across generations. The innovative perspectives and infinite possibilities of the designs shape 77 Nougat's new look into a brand with character.
In the co-branded series, the interplay between the typographical design and geometric color blocks of orange, yellow, gray, and black formed a unique, playful collage, providing a visual interpretation of the most unforgettable and familiar taste of 77 Nougat. The collaboration accessories are wrapped in enlarged versions of the outer packaging of the original candy bar product. A magnified 77 logo is stitched on the bottom edge of the sweatshirt, echoing the 40-year spirit of 77 Nougat; an "expiration date" design is also incorporated on the back, marking the starting date of the collaboration. The material of the crossbody bag is made of neoprene, a material that can bring bold structures and dimensions; the "serrated edge" detail of a candy wrapper is applied to the two sides of the pouch and the eco-friendly beverage holder as fun finishing touches.
Photo by LiFu Jia