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Abstract
Background: The visual expression of Sichuan fermented food brands often relies on regional symbols such as place names, chili peppers, and traditional patterns; however, the representation of fermentation techniques, taste experiences, and everyday memories remains relatively underexamined. Purpose: Consequently, by analyzing brand image redesign materials for Sichuan doubanjiang and fermented tofu as cases, this study examined how fermented taste is transformed into regional identity through visual systems. Methods: To this end, we adopted a qualitative visual case study approach. Specifically, we comparatively analyzed course‑based redesign works for Juancheng Pixian Doubanjiang and Tangchang fermented tofu across five key dimensions: ingredient identification, fermentation vessels, taste colors, everyday life narratives, and regional identity. Results: The analysis revealed that the doubanjiang case constructed a craft‑authority‑based identity through place of origin, fermentation vessels, a red color system, and process narratives. Conversely, the fermented tofu case constructed a domestic‑memory‑based identity through character imagery, earthenware jar vessels, a warm color system, and everyday‑life narratives. Conclusion: In conclusion, our findings suggest that the regional identity of Sichuan fermented foods is not generated by a single local symbol; rather, it is formed through the coordinated visual translation of ingredients, fermentation durations, vessel mediation, taste intensity, and eating contexts.
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