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林三十六 | 品牌形象升級與CSR建置規劃

The First Dong Ding Oolong Tea ! 凍頂頭茗顯生息

烏龍茶原鄉凍頂山茶山復興計劃:林三十六品牌形象升級。這是一個源自1855年的茶品牌,當第一代茶師林三顯從同氏宗親林舉人手中三十六株茶苗接下頭一批烏龍茶苗之始,便於凍頂山上開啟了栽茶作茶的鹿谷凍頂烏龍茶傳奇。時至今日由於製茶產業的式微,茶山風光早已不復見,取而代之的滿山片野具經濟價值的果園菜園。凍頂山頭茗傳奇的第七代傳人,有感家鄉茶山環境因為觀光與作物改作的破壞,間接造成地方特色產業:製茶、手工竹藝的沒落、人口外移,因此催生了「林三十六」這樣的茶業品牌。茉菲嘗試透過建立CSR(Corporate Social Responsibility)的方式,希望透過建置品牌與產品的過程,導入企業社會責任,重新審視人與土地的關係、人與環境的互動,並試圖活絡地方竹藝產業,將地方特色產業納入產品包裝規格中,透過建構「林三十六」重新體現凍頂山上茶湯的美好、環境的珍貴與職人的故事。

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