Enjoy Happy Food Seirbhíse É Dearadh le Ting-Han Chen

Is buaiteoir an-mheasúil den ghradam fíor-ardghradamach 2022 Duais Airgid A' Design Award sa Chatagóir Comórtais Dearadh Seirbhíse é an dearadh Enjoy Happy Food Seirbhíse É Dearadh le Ting-Han Chen.

AirgeadSeirbhís· 2022

Enjoy Happy Food Seirbhíse É Dearadh

le Ting-Han Chen

Cliant: Play Design Lab

Buaiteoir an ghradaim Duais Airgid A' Design Award sa Chatagóir Seirbhís

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Buaiteoir Gradaim Fíoraithe

Fíoraigh Stádas Gradaim do #131529

Féach ag A' Design Award Preasráiteas Suaitheantas Gradaim

Dathanna

An Dearadh

Maidir le Enjoy Happy Food Seirbhíse É Dearadh

Léiríonn an tionscadal dearaidh seo conas díoltóir éisc traidisiúnta a chlaochlú go branda ríomhthráchtála sóisialta nua-aimseartha mar fhreagra ar an eipidéim, agus chun an bhearna idir siopadóireacht traidisiúnta sa mhargadh éisc agus stíl mhaireachtála siopadóireachta ar líne a líonadh. Tá an branda fréamhaithe i ngairmiúlacht iascaigh 40 bliain an díoltóra, i mbealach idirghníomhaíochtaí sóisialta custaiméara an mhargaidh thraidisiúnta, agus glacann sé orduithe saincheaptha ó chustaiméirí trí Line (an aip shóisialta is mó a úsáidtear in Taiwan) chun an tseirbhís is úire, laethúil a sheachadadh. iasc mara gafa agus oidis chócaireachta molta.

An Aitheantas

Maidir leis an Duais Airgid A' Design Award

Bhuaigh an dearadh Enjoy Happy Food Seirbhíse É Dearadh Duais Airgid A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí ardchaighdeáin, álainn agus drámatach. Is saothair thar a bheith drithleacha agus an-chruthaitheach iad buaiteoirí Airgid a léiríonn saineolas, tallann agus géarchúis shármhaith a ndearthóirí. Táthar ag súil go mbeidh an dearadh Enjoy Happy Food Seirbhíse É Dearadh ina shaothar iontach, ina léiriú sampla, thar a bheith gairmiúil agus go domhain nuálach. Is aireagán an-suntasach, ionadmhuirthe é an dearadh seo a bhuaigh Duais Airgid A' Design Award a dhéanann leas do theorainneacha na healaíne, na heolaíochta, an deartha agus na teicneolaíochta agus a chuireann chun cinn iad. Is cruthú é an dearadh Enjoy Happy Food Seirbhíse É Dearadh a bhfuil formad mór leis, a mhúsclaíonn mianta, a thugann mothúcháin dhearfacha agus a adhnann iontas agus ionadh.

Taobh Thiar den Dearadh

Pacáiste Preasa

Creidiúintí, baill foirne agus sonraí teicniúla curtha ar fáil ag an dearthóir.

Airíonna Uathúla: 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.
Toisí & Pacáistiú: 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.
Clibeanna: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Teicneolaíocht Táirgthe: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Dúshlán Deartha: 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.
Taighde: 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?
Inspioráid: 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?
Fad an Tionscadail: 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.
Sreabhadh Oibríochta: 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.
Baill Foirne: Design: Ting-Han Chen