Enjoy Happy Food Desain Layanan oleh Ting-Han Chen

Karya Enjoy Happy Food Desain Layanan oleh Ting-Han Chen adalah pemenang yang sangat dihormati dari 2022 A' Design Award Perak yang sangat bergengsi dalam Kategori Kompetisi Desain Meta, Strategis dan Layanan.

PerakLayanan· 2022

Enjoy Happy Food Desain Layanan

oleh Ting-Han Chen

Klien: Play Design Lab

Pemenang A' Design Award Perak dalam Kategori Layanan

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Warna

Desain

Tentang Enjoy Happy Food Desain Layanan

Proyek desain ini menunjukkan bagaimana mengubah penjual ikan tradisional menjadi merek e-commerce sosial modern sebagai respons terhadap epidemi, dan menjembatani kesenjangan antara belanja pasar ikan tradisional dan gaya hidup belanja online. Merek ini berakar pada profesionalisme perikanan vendor selama 40 tahun, cara interaksi sosial pelanggan di pasar tradisional, dan menerima pesanan penyesuaian dari pelanggan melalui Line (aplikasi sosial yang paling banyak digunakan di Taiwan) untuk memberikan produk segar setiap hari. menangkap ikan laut dan resep masakan yang direkomendasikan.

Pengakuan

Tentang A' Design Award Perak

Enjoy Happy Food Desain Layanan adalah pemenang A' Design Award Perak, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas atas yang indah dan mengesankan. Pemenang Perak adalah karya yang sangat cemerlang dan sangat kreatif yang menggambarkan keahlian, bakat, dan ketajaman luar biasa para desainernya. Enjoy Happy Food Desain Layanan diharapkan menjadi karya yang menakjubkan, etalase keahlian, sangat profesional, dan sangat inovatif. Desain pemenang A' Design Award Perak ini adalah penemuan yang sangat menonjol dan dikagumi yang bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Enjoy Happy Food Desain Layanan adalah kreasi yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif, dan memercikkan keheranan dan kekaguman.

Di Balik Desain

Kit Pers

Kredit, anggota tim, dan detail teknis yang disediakan oleh desainer.

Keunikan: 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.
Dimensi & Kemasan: 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.
Tag: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Teknologi Produksi: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Tantangan Desain: 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.
Riset: 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?
Inspirasi: 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?
Durasi Proyek: 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.
Alur Operasi: 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.
Anggota Tim: Design: Ting-Han Chen