繼臺灣咖啡走上國際之後，臺灣可可果樹的種植，也逐漸成熟。可可果樹主要栽種在屏東地區，因此，臺灣許多可可果樹農，便開始自行發酵製作與銷售巧克力，在文創產業蓬勃發展的此時，甚至結合巧克力農莊，多角化經營起巧克力事業，希望藉由文創的力量，讓臺灣巧克力品牌能走向國際。本研究目的為：（1）探析屏東臺東兩地小農可可品牌命名語料與識別設計的表現。（2）希望透過目前品牌命名與識別設計要素之間的關聯分析，藉以充分瞭解這些品牌傳達的品牌精神與意涵。（3）為品牌命名與識別設計提出良好的解決方法。此外，也藉由文獻探討暸解臺灣可可樹的栽種歷史、從可可果到巧克力的製作流程以及各個小農自有的故事資產。本研究透過文本分析及深度訪談，以修辭學角度，透過索緒爾符號理論分類，主要發現：（1）小農可可品牌的命名大部分都跟該品牌創立的起源及其故事資產有關，特別是創立人本身特別有關聯，也因而最多命名乃鑲嵌創辦人的姓或名進來。（2）大部分小農可可品牌命名與識別設計都與品牌故事資產有一定的關聯脈絡，三者存在著三角關係。（3）從品牌故事資產到命名，再到基本識別，在小農可可品牌化的流程裡，從修辭角度來看，在各階段皆可巧適地透過鑲嵌修辭來提升識別度與好感度。

The planting of cocoa trees is becoming more and more mature as the Taiwan coffee becoming international. The cocoa trees are mainly planted in Pingtung County. Most of the cocoa farmers are going to make and sale chocolate on their own, and combining the chocolate resort for further chocolate business. Those farmers are like to use the strength of cultural creativities to push the Taiwan brands of chocolates to the international market. This study is to (1) analyze the performances of brand naming and the identification designing at Pingtung and Taitung; (2) to realize the meaning and spirit behind the brands through the former analysis; (3) to find suitable solutions for brand naming and identification designing, and to realize the planting histories of cocoa trees in Taiwan through texts. The perspectives of this research are rhetorical and defined the interviews by Saussure Semiotics. There are 3 points are discovered from the texts: (1) The brands of Taiwanese farmer’s cocoa are mostly related to the origin and the brand equity, and especially highly related to the founder. Therefore most of the names of the brands are the last of first names of founders. (2) There are relationships between brand equity, brand naming and identification designing. (3) The steps from brand equity, brand naming to the identification designing is rhetorical, and within each step the identified level and the favorability can be upgraded in rhetorical ways.