「擔露」指的即是等路，也就是所謂的「伴手禮」，在台灣，大家凡是外出或回鄉，南來北往總不忘攜份伴手禮，地方性的名特產也成為伴手禮的最佳選擇。美可特接觸地方特產的相關品牌案例，已累積不少實際操作經驗，這次的出書策劃，便將主題定調為「台灣伴手禮品牌設計」。本書彙集了二十個具備伴手禮特質的品牌案例，包括大甲小林煎餅、嘉義老楊方塊酥、員林順泰老漬號…等充滿在地性質的名特產，收錄了由品牌命名、CIS識別系統、形象定位、視覺策略、DM文宣、到包裝設計、以至於專櫃門市規劃等全面性的品牌工程。在「擔露」中可以看到傳統土產如何透過品牌規劃、包裝策略，搖身一變為稱頭的伴手好禮，隨著視覺導向的時代來臨，伴手禮比起以往更需要展現包裝，這些屬於台灣在地的好東西才會被注意到，對於廣告企劃同業或品牌經營者而言，則可以更全面了解到品牌規劃過程中的操作思考，提供作為經驗參考或創意指南。


This book gathered cases of brands that feature gifts.  In connection to these cases, we employed brand engineering during the process of planning and counseling; we rigorously reviewed and evaluated, considering the positioning of market, targeted people, etc., in customer and consumption viewpoints, to finally construct a brand. Again on creation itself, with these famous produces/ gifts of each place, we tried to reinterpret them at various angles.  Apart from discussing about marketing thinking in the process of brand planning, we also tried going back to the value and meaning of gifts to dish out the original sense, or give them some new look by using creativity or imaginations—adding new ideas of living to traditional flavors, and injecting playfulness to nostalgic objects, to transform them into language and pictures of our time, and let designs develop more rooms for play.