Enjoy Happy Food Storitveno Oblikovanje – avtor Ting-Han Chen

Delo Enjoy Happy Food Storitveno Oblikovanje avtorja Ting-Han Chen je izjemno cenjeni dobitnik prestižne nagrade 2022 Srebrna nagrada A' Design Award v tekmovalni kategoriji Meta, strateško in storitveno oblikovanje.

SrebrnaStoritev· 2022

Enjoy Happy Food Storitveno Oblikovanje

avtor/ica: Ting-Han Chen

Naročnik: Play Design Lab

Dobitnik nagrade Srebrna nagrada A' Design Award v kategoriji Storitev

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Preverite status nagrade za #131529

Ogled na A' Design Award Sporočilo za javnost Značka nagrade

Barve

Dizajn

O dizajnu Enjoy Happy Food Storitveno Oblikovanje

Ta oblikovalski projekt prikazuje, kako preoblikovati tradicionalnega prodajalca rib v sodobno družbeno blagovno znamko e-trgovine kot odgovor na epidemijo ter premostiti vrzel med tradicionalnim nakupovanjem na ribarnici in življenjskim slogom spletnega nakupovanja. Blagovna znamka je zakoreninjena v prodajalčevi 40-letni ribiški profesionalnosti, tradicionalnem tržnem načinu družbenih interakcij s strankami in sprejema naročila strank prek Line (najpogosteje uporabljena družabna aplikacija v Tajvanu), da zagotavlja dnevno svežino. ujete morske ribe in priporočene kuharske recepte.

Priznanje

O nagradi Srebrna nagrada A' Design Award

Enjoy Happy Food Storitveno Oblikovanje je prejemnik Srebrne nagrade A' Design Award, izjemno prestižnega priznanja, ki se podeljuje čudovitim, impresivnim vrhunskim oblikovanjem. Prejemniki Srebrne nagrade so izjemno briljantna in zelo ustvarjalna dela, ki ponazarjajo izjemno strokovnost, talent in bistrost svojih oblikovalcev. Od Enjoy Happy Food Storitveno Oblikovanje se pričakuje, da bo čudovito, zgledno delo, opazno profesionalno in globoko inovativno. To oblikovanje, nagrajeno s Srebrno nagrado A' Design Award, je zelo opazen, občudovan izum, ki koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. Enjoy Happy Food Storitveno Oblikovanje je stvaritev, ki ji mnogi zavidajo, ki prebuja želje, prinaša pozitivna čustva in vzbuja začudenje in občudovanje.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: 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.
Dimenzije in embalaža: 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.
Oznake: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Proizvodna tehnologija: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Oblikovalski izziv: 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.
Raziskave: 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?
Inspiracija: 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?
Trajanje projekta: 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.
Potek delovanja: 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.
Člani ekipe: Design: Ting-Han Chen