BAUBEI
BAUBEI is a brand named after the Taiwanese term for “casting divination blocks,” aiming to convey the value of traditional religious culture through children’s stationery. This time, BAUBEI commissioned us to design a Monopoly-style board game that integrates the religious cultures and local snacks from various counties and cities across Taiwan. During the design process, we not only focused on the visual style but also carefully considered the game rules and props, making this a highly challenging project. Our ultimate goal is to use this board game to help modern children gain a deeper understanding of Taiwan’s traditional religious culture.
DESIGN ITEMS
LOGO DESIGN
In the logo design, we started with imagery such as “BAUBEI,” “casting divination blocks,” “deities,” and “Mazu,” and carefully created 16 different logo concepts for the client to choose from. Each logo underwent in-depth analysis and was presented with unique ideas and concepts for the client’s consideration. Ultimately, the chosen logo cleverly incorporated the divination blocks into the letter “B,” using an inverted design that made the BAUBEI logo more creative while retaining its religious significance.
STANDARD COLOR
During the selection process of the standard colors, we carefully chose two hues to reflect the brand’s passion and festive atmosphere. The vibrant red (Pantone 200 C) carries strong religious connotations while also evoking joy; the antique gold (Pantone 390 C) symbolizes a classical and celebratory mood. These two colors will serve as the primary tones in the brand’s identity system, representing BAUBEI as a joyful and harmonious cultural and creative brand.
TYPOGRAPHY DESIGN
For the standard font design, we chose a bold, classical brushstroke typeface. This font is not only visually clear but also rich in traditional style, making it perfect for various titles in game props and instructions. At the same time, it establishes a unified standard for the brand’s typography, enhancing BAUBEI’s overall image and providing customers with a more consistent and professional experience.
CREATIVE GRAPHICS
In the design of the creative graphics, we carefully crafted four deity figurines as the game characters for this board game: “Mazu Baby,” who prays for smooth affairs; “Wenchang Baby,” who prays for academic success; “Caishen Baby,” who prays for prosperous wealth; and “Yuelao Baby,” who prays for blossoming romance. We deliberately designed these four deities with cute and playful appearances, hoping that young players will feel more immersed when playing these roles and resonate more deeply with the game experience.
PRODUCT DESIGN
In the design of the game props and visuals, we focused on reflecting Taiwan’s retro aesthetic and playful spirit. For the Monopoly-style game board, we gathered the most well-known temples from northern to southern Taiwan and featured them as key landmarks, each accompanied by detailed descriptions. Additionally, we replaced the traditional “Chance” and “Community Chest” cards with culturally familiar items like the “divination stick holder” (qiān tǒng) and “bwa bwei” (divination blocks). Unlike typical games that emphasize financial gain, the ultimate goal here is to see who donates the most money or builds the most temples. Through these game mechanics, we aim to encourage children to embrace generosity and gain valuable insights into Taiwan’s traditional religious culture.
