Enjoy Happy Food Servodezajno de Ting-Han Chen

La dizajno Enjoy Happy Food Servodezajno de Ting-Han Chen estas tre estimata gajninto de la prestiĝa 2022 Arĝenta A' Design Award en la Konkursa Kategorio Meta, Strategia kaj Serva Dezajno.

ArĝentoServo· 2022

Enjoy Happy Food Servodezajno

de Ting-Han Chen

Kliento: Play Design Lab

Gajninto de Arĝenta A' Design Award en la Kategorio Servo

1,205,029

Kontrolita Premiogajninto

Kontroli Premiostaton por #131529

Vidi ĉe A' Design Award Gazetara Komuniko Premia Insigno

Koloroj

La Dezajno

Pri Enjoy Happy Food Servodezajno

Ĉi tiu dezajnprojekto montras kiel transformi tradician fiŝvendiston en modernan socian e-komercan markon kiel respondo al la epidemio, kaj por limigi la interspacon inter tradicia fiŝmerkata butikumado kaj interreta butikumadvivstilo. La marko radikas en la 40-jara fiŝkapta profesiismo de la vendisto, la maniero de la tradicia merkato de klientaj sociaj interagoj, kaj prenas personigajn mendojn de klientoj per Line (plej uzata socia programo en Tajvano) por liveri plej freŝajn, ĉiutage. kaptis marfiŝojn kaj rekomendis kuirreceptojn.

La Agnosko

Pri la Arĝenta A' Design Award

Enjoy Happy Food Servodezajno estas gajninto de la Arĝenta A' Design Award, grandege prestiĝa rekono donata al plejklasaj, belegaj kaj impresaj dezajnoj. La Arĝentaj gajnintoj estas treege brilaj kaj treege kreemaj verkoj, kiuj ilustras la elstaran sperton, talenton kaj sagacon de siaj dezajnistoj. Oni atendas, ke Enjoy Happy Food Servodezajno estu mirinda, montrinda verko, kiu estas rimarkinde profesia kaj profunde nova. Ĉi tiu dezajno gajninta la Arĝentan A' Design Award estas tre rimarkinda, admirata inventaĵo, kiu profitigas kaj antaŭenigas la limojn de arto, scienco, dezajno kaj teknologio. Enjoy Happy Food Servodezajno estas vaste enviata kreaĵo, kiu vekas dezirojn, alportas pozitivajn sentojn kaj ekbrilas miron kaj mirigon.

Malantaŭ la Dezajno

Gazetara Dosiero

Kreditoj, teamanoj kaj teknikaj detaloj provizitaj de la dezajnisto.

Unikaj Ecoj: 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.
Dimensioj kaj Pakado: 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.
Etikedoj: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Produkta Teknologio: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Dizajna Defio: 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.
Esplorado: 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?
Inspiro: 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?
Projekta Daŭro: 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.
Funkcia Fluo: 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.
Teamanoj: Design: Ting-Han Chen