Enjoy Happy Food O Deseño Do Servizo de Ting-Han Chen

O deseño Enjoy Happy Food O Deseño Do Servizo de Ting-Han Chen é un estimado gañador do moi prestixioso 2022 A' Design Award de Prata na Categoría de Competición Deseño Meta, Estratéxico e de Servizos.

PrataServizo· 2022

Enjoy Happy Food O Deseño Do Servizo

de Ting-Han Chen

Cliente: Play Design Lab

Gañador do A' Design Award de Prata na Categoría Servizo

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Cores

O Deseño

Sobre Enjoy Happy Food O Deseño Do Servizo

Este proxecto de deseño mostra como transformar un vendedor de peixe tradicional nunha marca de comercio electrónico social moderna como resposta á epidemia, e para salvar a brecha entre as compras tradicionais na lonxa e o estilo de vida das compras en liña. A marca está arraigada na profesionalidade pesqueira de 40 anos do vendedor, na forma tradicional do mercado de interaccións sociais con clientes e recibe pedidos de personalización dos clientes a través de Line (a aplicación social máis utilizada en Taiwán) para entregar os produtos máis frescos e diarios. peixes de mar capturados e receitas de cociña recomendadas.

O Recoñecemento

Sobre o A' Design Award de Prata

Enjoy Happy Food O Deseño Do Servizo gañou o A' Design Award de Prata, un recoñecemento enormemente prestixioso outorgado a deseños de gama alta, fermosos e impresionantes. Os gañadores Prata son obras tremendamente brillantes e sumamente creativas que ilustran a pericia, o talento e a agudeza sobresaíntes dos seus deseñadores. Espérase que Enjoy Happy Food O Deseño Do Servizo sexa unha obra marabillosa, escaparate de oficio, notablemente profesional e profundamente innovadora. Este deseño gañador do A' Design Award de Prata é unha invención moi notable e admirada que beneficia e fai avanzar os límites da arte, a ciencia, o deseño e a tecnoloxía. Enjoy Happy Food O Deseño Do Servizo é unha creación moi envexada que esperta desexos, achega sentimentos positivos e prende asombro e marabilla.

Detrás do deseño

Kit de prensa

Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.

Propiedades Únicas: In this project, a traditional fish vendor is transformed into a modern social e-commerce brand–Enjoy Happy Food, as a demonstration in response to the above-mentioned issues. The brand roots in the vendor’s 40-year traditional fisheries professionalism, traditional market’s way of high customer engagement, and takes customization orders from customers via LINE (a most used social app with coverage over 95 percent of Taiwan's population) to deliver daily caught fresh sea fish with recommended cooking recipes.
Dimensións e Embalaxe: Service workflow redesign; Brand visual identity: logo, business card, apron, van, posters, brochure, web app, gift box, etc.; Vacuum Package Design (total 6 types: from 265 mm x 170 mm to 442 mm x 320 mm), Aluminum Foll Pocket, 310 mm x 345 mm, Isothermic Bag #1, 290 mm x 290 mm x 220 mm, Isothermic Bag #2, 300 mm x 300 mm, Cardboard Box, 345 mm x 285 mm x 225 mm, Sticker System (incl. Quality Assurance Series, Greeting Series, and Product Labeling Series). Website Design and digital marketing design, and LINE ChatBot UI/UX design.
Etiquetas: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Tecnoloxía de Produción: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Reto de Deseño: To change people’s behaviors takes time. Thus, the design is kept as simple as possible. Based on the revision of the service workflow for relevant stakeholders within the vendor’s supply chain, new tools (e.g., the sticker system for instant packaging) are introduced. This project also makes use of the social app (i.e. LINE) that had already created a social shopping culture in Taiwanese everyday living, to turn traditional fish vendor’s customers to online shoppers, and attract new online customers who didn’t shop at the traditional fish market to connect with the traditional fish vendor.
Investigación: Unlike most chain or online markets that sell stocked frozen fish, many Taiwanese people favor traditional fish market for their freshest daily caught fish, professional knowledge in fish, and the close interaction between vendors and customers. After the outbreak of COVID-19, people stop visiting traditional fish market and more and more people shop online for fresh food. Under such circumstances, how can traditional fish vendors still bring freshest, daily caught fish to existing customers, and transform into a social e-commerce brand and reach new customers?
Inspiración: Though Taiwan is an island surrounded by sea, many Taiwanese people lack understanding and knowledge about the edible sea fish living around them. Fish knowledge remains among fish vendors. As food traceability and safety are getting more awareness among Taiwanese people, how to bridge traditional fish vendor's professionalism with modern Taiwanese lifestyle based on the shared appeal for fresh and healthy food? As the epidemic has severely affected traditional fish market, is it possible to turn such a crisis into an opportunity for digital transformation for traditional fish vendors?
Duración do Proxecto: The project started on Jan 2021 in Tamshui township, New Taipei City, and is keeping on revising service designs according to feedback from customers’ experiences.
Fluxo de Operacións: The brand owner goes to the fishing port in person before the crack of dawn to handpick the freshest fish. Then, the fish are processed according to customers’ upfront needs and delivered to customers’ homes at designated times to ensure that customers can enjoy the freshest, freshly caught sea fish. The owner maintains high customer engagement on social platform (i.e., LINE) by sharing fishery news, fish knowledge, cooking recipes, and environmental protection issues with customers.
Membros do Equipo: Design: Ting-Han Chen