本菓綱目 BENGO JUICE

Speaking with the founder about the origin of this brand remains one of my favorite memories. Originally a franchisee for a major tea chain, the founder decided to break away and start an independent venture. His decision was so well-supported that several other franchisees followed suit. The founder's core competitive edge was his commitment to using 100% fresh-squeezed fruit juices—a strategy with immense potential in the Taiwanese hand-shaken beverage market at the time. After hearing his vision for technology and expansion, I quietly asked: "So, have you thought of a name yet?"

It turned out that while the expansion strategy was clear, the brand was still nameless. Thus, the project began at the most fundamental starting point: Naming.

My team and I spent days and nights brainstorming, initially narrowing it down to two distinct directions. The name "本菓綱目" (Běn Guǒ Gāng Mù) wasn't even in the original plan until a team member happened to play Jay Chou's song "Ben Cao Gang Mu" (Compendium of Materia Medica). We began dissecting the lyrics and the profound cultural symbolism behind them. Internally, we reached a consensus to pivot toward this concept: transforming the traditional act of "prescribing Chinese herbal medicine" into "fresh-squeezed fruit as an immediate nutritional supplement."

Just as a traditional Chinese physician prescribes specific herbs based on a patient's constitution, our concept treats fruit as the modern replacement for herbs to restore health and vitality. The name bridges "wellness" (養生) and "Bing-go" (a play on the term for ice-fruit parlors), completing the brand's core identity. In the Taiwanese market, while a typical watermelon juice vendor simply lists volume and price, Běn Guǒ Gāng Mù offers more than just a drink—it targets specific needs like reducing "internal heat," replenishing vitamins, or quenching thirst. Every staff member acts like a dedicated physician, delivering health to the consumer through a custom "fruit prescription."