Key Dates

22 May -Launch Deadline
21 Aug -Standard
20 Nov -Late Deadline
19 Dec -Judging
06 Jan 2026 -Winners Announced
Wednesday, 19 November 2025 13:09 local time

Birds of Passage Arrive / Gongliao Tianliaoyang Eco-Friendly Farming

New Taipei City Government Environmental Ethics Foundation of Taiwan | Branded Experience

 
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Project Overview

Tianliaoyang is the largest rice-producing area in northeast Taiwan. However, with its rainy climate and limited sunlight, rice quality and price have long been poor. The rice industry has faced a vicious cycle of high production risks and low purchase prices, discouraging farmers from investing in precision management and hindering transformation.

The brand name “Birds of Passage Arrive” is derived from the ancient text “Qin Jing” (Classic of Birds), signifying migratory birds. The brand identity incorporates imagery of birds alongside the railway traversing the wetlands of Tianliaoyang, symbolizing migratory birds flying through the area’s rich natural landscapes.

The project promotes eco-friendly rice farming practices that balance agricultural output with waterbird conservation. Farmers shoulder additional responsibilities—manual weeding, habitat management, and environmental protection—resulting in reduced yields and higher costs. To support these efforts, the brand launched the eco-friendly product Yu Feng Rice, produced without pesticides or herbicides and subject to strict quality testing. Consumers, by purchasing Yu Feng Rice, not only enjoy healthy, delicious food but also indirectly support bird conservation and farmers’ commitment to sustainable agriculture.

Organisation

New Taipei City Government Environmental Ethics Foundation of Taiwan

Team

New Taipei City Government Environmental Ethics Foundation of Taiwan Youyi Hou, Peirong Li, Bowun Syue, Chengli Lin, Jyunlin Guo, Hudong Wu, Chilien Chao, Chiaying Cheng

Project Brief

Aesthetics are not confined to museums; they lie equally within the rhythms of farming and the seasonal migrations of birds. The beauty of Tianliaoyang arises from the subtle symbiosis between farmers and migratory birds. Local farmers bend over in the fields to weed and manage water levels—not only for a bountiful harvest but also to preserve the habitats birds need during their stopovers. When flocks of Eurasian teals, western yellow wagtails, or black-winged stilts forage in the shallow ponds after plowing, the scene itself becomes a natural rhythm, where agricultural labor and ecological life echo each other.

Eating a bowl of Yu Feng Rice delivers more than its fragrant, chewy sweetness; it carries the unseen dedication of farmers’ daily labor. These rice fields nourish not only people but also birds journeying thousands of miles. Farmers and birds share the same land and harvest, so that each grain bears the imprint of both labor and life. Tianliaoyang reveals that agriculture is not only an industry, but also environmental ethics; ecology is not only protection, but also a form of lived beauty.

Project Innovation/Need

The project’s defining highlight lies in its “dual perspective”: the solid foundation of agricultural production, paired with the dynamic expression of ecological conservation.

Through early plowing, winter fields are transformed into shallow wetlands, providing feeding grounds for black-winged stilts, little ringed plovers, and Eurasian teals. In spring and summer, the same fields yield rice, marketed under the brand name “Yu Feng Rice.” To provide better habitats for birds, no pesticides or herbicides are used; weeds are managed manually. The brand name, Birds of Passage Arrive, combines the imagery of railways with the resting posture of migratory birds, merging visual identity with storytelling.

Within the fields, swaying rice stalks mingle with raptors circling overhead. Forests, ponds, and wetlands interweave into a rich, mosaic-like landscape. Conservation at Tianliaoyang has been highly successful, with the site ranked first in Taiwan for bird records. In recent years, eco-tours and DIY workshops have been introduced, allowing visitors not only to observe birds through telescopes but also to cook with local produce-experiencing firsthand the truth that “the land nourishes both birds and people.”

Design Challenge

The project’s progress was far from smooth. In its early stages, some birdwatchers trespassed into fields, causing resentment among farmers. Land ownership was fragmented, making coordination difficult, while an aging rural workforce limited field maintenance capacity. These issues required time and effort to gradually resolve.

An even greater challenge lay in brand development. Initially, there were no local milling or packaging facilities, forcing rice to be processed elsewhere at high cost. Farmers’ reliance on conventional practices also made the transition to eco-friendly methods slow and challenging. Fortunately, through joint efforts by the city government, the farmers’ association, and the foundation, a localized production chain was gradually established, turning obstacles into drivers of progress.

User Experience

For farmers, eco-friendly cultivation inevitably means more time and effort spent on weeding and field inspections. However, the return has been the enhancement of brand value and consumer recognition. Rice that once could only be sold cheaply now carries the pride of being branded as “Yu Feng Rice”, celebrated as local Gongliao rice.

In 2023, farmers successfully obtained the Green Conservation Certification, doubling their sales revenue. Beyond rice, the land now attracts more bird species and sightings of native protected wildlife, including the Taiwan blue magpie, Swinhoe’s pheasant, and crab-eating mongoose.

Visitors on eco-tours have also shared their surprise at how farmlands can serve as bird habitats, combining birdwatching with tasting local rice. This dual experience has reshaped their understanding: conservation is not only about distant observation but also about integration into everyday life.


Branded Experience

This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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