Enjoy Happy Food Dizajn Služby od Ting-Han Chen

Dizajn Enjoy Happy Food Dizajn Služby od dizajnéra Ting-Han Chen je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2022 Strieborná cena A' Design Award v súťažnej kategórii Služby.

StriebornáSlužby· 2022

Enjoy Happy Food Dizajn Služby

od Ting-Han Chen

Klient: Play Design Lab

Víťaz ocenenia Strieborná cena A' Design Award v kategórii Služby

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Dizajn

O dizajne Enjoy Happy Food Dizajn Služby

Tento dizajnový projekt ukazuje, ako v reakcii na epidémiu premeniť tradičného predajcu rýb na modernú značku sociálneho elektronického obchodu a preklenúť priepasť medzi tradičným nakupovaním na rybom trhu a životným štýlom nakupovania online. Značka má korene v 40-ročnej profesionalite dodávateľa v oblasti rybolovu, tradičnom trhovom spôsobe sociálnych interakcií so zákazníkmi a prijíma objednávky na prispôsobenie od zákazníkov cez Line (najpoužívanejšia sociálna aplikácia na Taiwane), aby doručovala každý deň najčerstvejšie ulovené morské ryby a odporúčané recepty na varenie.

Ocenenie

O ocenení Strieborná cena A' Design Award

Enjoy Happy Food Dizajn Služby je laureát Striebornej ceny A' Design Award, mimoriadne prestížneho uznania udeľovaného nádherným, pôsobivým dizajnom najvyššej kvality. Laureáti Striebornej ceny sú nesmierne brilantné a mimoriadne kreatívne diela, ktoré ilustrujú výnimočnú odbornosť, talent a bystrosť svojich dizajnérov. Od Enjoy Happy Food Dizajn Služby sa očakáva, že bude úžasným, vzorovým dielom, pozoruhodne profesionálnym a hlboko inovatívnym. Tento dizajn ocenený Striebornou cenou A' Design Award je veľmi pozoruhodný, obdivovaný vynález, ktorý prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Enjoy Happy Food Dizajn Služby je výtvor, ktorému mnohí závidia, ktorý vzbudzuje túžby, prináša pozitívne pocity a vyvoláva úžas a údiv.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: 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.
Štítky: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Výrobná technológia: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Dizajnérska výzva: 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.
Výskum: 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?
Inšpirácia: 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?
Trvanie projektu: 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.
Pracovný postup: 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.
Členovia tímu: Design: Ting-Han Chen