Enjoy Happy Food Ko Te Hoahoa Ratonga nā Ting-Han Chen

Ko te hoahoa Enjoy Happy Food Ko Te Hoahoa Ratonga nā Ting-Han Chen he kaitoa whakahirahira o te 2022 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Whakarōpū, Rautaki me te Ratonga.

HiriwaRatonga· 2022

Enjoy Happy Food Ko Te Hoahoa Ratonga

nā Ting-Han Chen

Kiritaki: Play Design Lab

Kaitoa o te A' Design Award Hiriwa i te Wāhanga Ratonga

1,205,029

Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #131529

Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Enjoy Happy Food Ko Te Hoahoa Ratonga

Ko tenei kaupapa hoahoa e whakaatu ana me pehea te huri i te kaihoko ika tuku iho ki te waitohu e-tauhokohoko hapori hou hei urupare ki te mate uruta, me te whakawhiti i te waahi i waenga i te maakete ika tuku iho me te oranga hokohoko ipurangi. Ko te waitohu i ahu mai i te 40 tau o te kaihoko ki nga mahi hii ika, te maakete tuku iho mo nga taunekeneke hapori a nga kaihoko, me te tango i nga ota whakaritenga mai i nga kaihoko ma te Raina (he taupānga hapori tino whakamahia i Taiwan) ki te kawe i nga mea hou, ia ra. ka hopu ika moana me nga tohutao tunu kai.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Enjoy Happy Food Ko Te Hoahoa Ratonga te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Enjoy Happy Food Ko Te Hoahoa Ratonga he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Enjoy Happy Food Ko Te Hoahoa Ratonga he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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.
Inenga & Pēketanga: 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.
Tūtohu: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Hangarau Whakanao: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Wero Hoahoa: 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.
Rangahau: 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?
Whakaaweawe: 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?
Roanga o te Kaupapa: 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.
Rerenga Mahi: 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.
Ngā Mema o te Rōpū: Design: Ting-Han Chen