留住氣味，也留住記憶
芳室 Hong-Sik 是一個源自台南在地中藥行的香氛品牌。
「芳室」意指一個留住回憶的空間；英文名稱 Hong-Sik 則以台語拼音轉譯，同時與 Homesick「想家」形成諧音。
品牌希望以香氣作為連結記憶的媒介，讓氣味成為一種回到過去的方式。
那些熟悉的木質氣息、果實香甜，或海風帶來的氣味，都可能對應生命中某個珍貴的片段 - 一個地方、一個人，或一段再也回不去的時光。
From Scent to Memory
產品線以木質調、果香調與海洋調作為三大氣味方向。
在視覺設計上，我們沒有直接以大量文字描述香氣，而是將產品資訊減至最精簡轉而以具有延續性的純粹圖騰，作為品牌與香氣之間的視覺語言。連續型圖騰象徵記憶並非一個獨立的片段，而是不斷延伸、重疊與累積的感受。
每一種氣味都像記憶中的一個符號，等待使用者在嗅聞的瞬間重新被喚起。
A Modern Heirloom
包裝採用雙層精裝盒結構，透過厚實的材質與細緻的包裝體驗，建立香氛產品的珍藏感。
這份設計也回應香水在早期作為奢侈品的文化意義 - 它不只是日常用品，而是一件值得被保存、收藏，甚至傳承的物件。
因此，Hong-Sik 所想傳承的，不只是香氣，而是香氣背後的記憶:香水可以是一種奢侈品，也可以是一種傳承。
而芳室，希望成為那個讓記憶得以被留下來的空間。
Preserving Scent, Preserving Memories
Hong-Sik is a fragrance brand rooted in a traditional herbal medicine shop in Tainan, Taiwan.
The Chinese name 「芳室」 represents a space where memories are preserved. The English name Hong-Sik is derived from Taiwanese romanization, while also echoing the sound of “Homesick”—a longing for home.
The brand sees fragrance as a medium for connecting with memories, allowing scent to become a way of returning to the past. Familiar woody notes, the sweetness of fruit, or the scent of the sea may each evoke a precious moment in life—a place, a person, or a moment that can never quite be revisited.
From Scent to Memory
The product collection is built around three primary fragrance directions: Woody, Fruity, and Marine.
Rather than relying on extensive text to describe each scent, the visual identity minimizes information and uses pure, continuous patterns as the primary visual language between the brand and its fragrances.
The continuous patterns represent the way memories exist—not as isolated moments, but as experiences that continuously extend, overlap, and accumulate over time. Each fragrance becomes a visual symbol of memory, waiting to be awakened through the simple act of experiencing its scent.
A Modern Heirloom
The packaging adopts a double-layer rigid box structure, using substantial materials and refined construction to create a sense of permanence and collectability.
This approach also reflects the cultural significance of perfume in earlier times, when fragrance was regarded as a luxury. More than an everyday product, it was an object to be treasured, collected, and eventually passed down.
Ultimately, what Hong-Sik seeks to preserve is not simply fragrance, but the memories carried within it.
Perfume can be a luxury, but it can also be a legacy.
And Hong-Sik hopes to become a space where those memories can remain.
專案類型 Type | 品牌包裝 Branding & Packaging
專案年份 Year | 2026
客戶 Client｜芳室 Hong-Sik
製作單位 Production | AAOO Studio , Ping Sung Chiu , Yu Jie Li