Case Study
When a Nation Moves Like a Wave
With ‘Waves of Wonder,’ BITO reshapes Taiwan’s identity from static symbol to sensory experience.
When a country as vibrant and layered as Taiwan decides to reimagine how the world sees it, the task is nothing short of monumental. For decades, Taiwan’s tourism had been defined by its tagline - “The Heart of Asia.” But the Taiwan Tourism Bureau knew it was time to move beyond just being a destination; it needed to embody a feeling, a rhythm, and a story that travelled across borders.
BITO, the Taipei-based creative powerhouse known for crafting cinematic and emotionally charged design experiences. They asked to redefine Taiwan’s brand identity for a global audience while retaining the warmth, vitality, and cultural pride that have always defined the nation’s spirit.
BITO’s concept, “Waves of Wonder,” beautifully captures the energy and emotion of Taiwan’s evolving identity. It transforms the nation’s heartbeat into ripples of creativity, culture, and connection.
The narrative isn’t about tourism in the traditional sense anymore; it’s about movement. Taiwan is no longer just a place to visit; it’s an experience that flows, shifts, and surprises like the waves themselves. The new identity invites travellers to ride the wave, exploring layers of cuisine, landscapes, people, and art, season after season.
Central to this rebrand is Taiwan Sans, a custom display typeface developed for the project. It’s bold, confident, and distinctly modern, with just enough warmth to feel approachable.
Notice how the edges of the letterforms are softened with subtle curvature, hinting at both human touch and motion — a visual echo of the waves. This typographic balance between structure and flow reflects the dual nature of Taiwan: innovative yet deeply rooted in tradition.
BITO uses a dynamic orange-red accent that radiates energy and warmth, symbolic of Taiwan’s people, food, and culture. Paired with minimal black and white contrasts, the palette brings clarity and focus, allowing motion and typography to take center stage.
The colour isn’t just aesthetic; it’s strategic. Against the calmness of neutral tones, this vivid hue mirrors the nation’s optimism and drive. It’s the kind of colour that doesn’t just attract attention — it invites curiosity.
What makes BITO’s approach remarkable is its restraint. Rather than relying on clichés of landscapes or monuments, the design focuses on emotion - how Taiwan feels, not just how it looks.
By creating a unified typographic and visual language, Waves of Wonder presents Taiwan as a country that moves forward, gracefully, confidently, and with endless surprises.
