Centering on "Shipbuilding Heritage" and "Nanliao Culture," this cultural regeneration project, led by NOVA Design, transformed the fifth-generation Man Chang Shipyard into the "新漁人碼頭海鮮餐廳五代造船廠".
The design seamlessly bridges historical legacy with modern brand identity, ensuring the shipyard’s emotional and cultural connection remains at the heart of its new culinary chapter.
Rebranding
Wanchang - Brand Revitalization
Founded in 1959 and spanning five generations, Wanchang Shipbuilding has evolved from constructing vessels to preserving the craft through maintenance and repair. While the industry has shifted, the shipyard remains a sanctuary of maritime heritage, housing massive ship molds and traditional tools.
Driven by a deep bond with their hometown, the owners transformed the shipyard into the New Fisherman’s Wharf seafood restaurant. NOVA Design reimagined this transition by bridging the "reliability of shipbuilding" with the "quality of dining." The new Logo utilizes intersecting geometric lines to symbolize robust craftsmanship, while wave motifs illustrate the enduring connection between Wanchang and the sea.
Centering on "Shipbuilding Craftsmanship" and "Nanliao Culture," this project utilizes government-led cultural regeneration and NOVA Design’s creative strategy to transform the fifth-generation Wanchang Shipbuilding into a modern culinary brand.
By bridging the "reliability of maritime engineering" with the "excellence of seafood dining," we established a cohesive brand identity for New Fisherman’s Wharf. The solution ensures that the shipyard’s legacy of precision and its deep emotional roots remain the driving force behind its new commercial success.
