Enjoy Happy Food El Disseny Del Servei de Ting-Han Chen

El disseny Enjoy Happy Food El Disseny Del Servei de Ting-Han Chen és un guanyador molt estimat del prestigiós 2022 A' Design Award d'Argent en la Categoria de Competició de Disseny Meta, Estratègic i de Serveis.

ArgentServei· 2022

Enjoy Happy Food El Disseny Del Servei

de Ting-Han Chen

Client: Play Design Lab

Guanyador del A' Design Award d'Argent en la Categoria de Servei

1,205,029

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El Disseny

Sobre Enjoy Happy Food El Disseny Del Servei

Aquest projecte de disseny mostra com transformar un venedor de peix tradicional en una marca de comerç electrònic social moderna com a resposta a l'epidèmia i com superar la bretxa entre les compres tradicionals al mercat de peix i l'estil de vida de compres en línia. La marca està arrelada en la professionalitat pesquera de 40 anys del venedor, la manera tradicional del mercat d'interaccions socials amb els clients i pren comandes de personalització dels clients a través de Line (una aplicació social més utilitzada a Taiwan) per oferir-los cada dia més fresc. peix de mar pescat i receptes de cuina recomanades.

El Reconeixement

Sobre el A' Design Award d'Argent

Enjoy Happy Food El Disseny Del Servei és un guanyador del guardó A' Design Award d'Argent, un reconeixement extraordinàriament prestigiós concedit a dissenys d'alta gamma, esplèndids i impressionants. Els guanyadors d'Argent són obres tremendament brillants i summament creatives que il·lustren la perícia, el talent i la perspicàcia excepcionals dels seus dissenyadors. Es preveu que Enjoy Happy Food El Disseny Del Servei sigui una obra meravellosa i de gran lluïment, remarcablement professional i profundament innovadora. Aquest disseny guanyador del guardó A' Design Award d'Argent és un invent molt notable i admirat que beneficia i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Enjoy Happy Food El Disseny Del Servei és una creació molt envejada que evoca desitjos, introdueix sentiments positius i desperta sorpresa i admiració.

Darrere del Disseny

Dossier de Premsa

Crèdits, membres de l'equip i detalls tècnics proporcionats pel dissenyador.

Propietats Úniques: 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.
Dimensions i Embalatge: 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.
Etiquetes: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Tecnologia de Producció: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Repte de Disseny: 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.
Recerca: 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?
Inspiració: 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?
Durada del Projecte: 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.
Flux d'Operació: 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.
Membres de l'Equip: Design: Ting-Han Chen