Enjoy Happy Food የአገልግሎት ዲዛይን by Ting-Han Chen

Enjoy Happy Food የአገልግሎት ዲዛይን by Ting-Han Chen is a highly esteemed winner of the very prestigious 2022 A' Design Award የብር ሽልማት in ሜታ፣ ስትራቴጂክ እና አገልግሎት ዲዛይን Competition Category.

ብርአገልግሎት· 2022

Enjoy Happy Food የአገልግሎት ዲዛይን

by Ting-Han Chen

Client: Play Design Lab

A' Design Award የብር ሽልማት Winner in አገልግሎት Category

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View at A' Design Award Press Release Award Badge

Colors

The Design

About Enjoy Happy Food የአገልግሎት ዲዛይን

ይህ የንድፍ ፕሮጀክት ወረርሽኙን ለመከላከል ባህላዊውን የዓሣ አቅራቢ ወደ ዘመናዊ የማህበራዊ ኢ-ኮሜርስ የንግድ ምልክት እንዴት መለወጥ እንደሚቻል እና በባህላዊ የዓሣ ገበያ ግብይት እና በመስመር ላይ ግብይት አኗኗር መካከል ያለውን ልዩነት ለማስተካከል ያሳያል። የምርት ስሙ የተመሰረተው በሻጩ የ40 አመት የዓሣ ሀብት ሙያዊነት፣ በባህላዊ ገበያ የደንበኛ ማህበራዊ መስተጋብር መንገድ ነው፣ እና ትኩስ እና በየቀኑ ለማቅረብ ከደንበኞች የማበጀት ትዕዛዞችን በመስመር (ታይዋን ውስጥ በብዛት ጥቅም ላይ የዋለው ማህበራዊ መተግበሪያ) ይወስዳል። የተያዙ የባህር ዓሳ እና የሚመከሩ የምግብ አዘገጃጀት መመሪያዎች.

The Recognition

About the A' Design Award የብር ሽልማት

Enjoy Happy Food የአገልግሎት ዲዛይን የA' Design Award የብር ሽልማት አሸናፊ ነው፤ ይህም ለምርጥ ደረጃ፣ ውብ እና አስደናቂ ዲዛይኖች የሚሰጥ ያልተለመደ ከፍተኛ ክብር ያለው እውቅና ነው። የብር አሸናፊዎች የዲዛይነሮቻቸውን የላቀ ልምድ፣ ተሰጥኦ እና ጥልቅ ማስተዋል የሚያሳዩ እጅግ ብሩህ እና እጅግ ፈጠራ የተሞላባቸው ሥራዎች ናቸው። Enjoy Happy Food የአገልግሎት ዲዛይን እጅግ ሙያዊና ጥልቅ ፈጠራ የተሞላበት አስደናቂ ማሳያ ሥራ እንደሚሆን ይጠበቃል። ይህ የA' Design Award የብር ሽልማትን ያሸነፈ ዲዛይን የኪነ ጥበብ፣ የሳይንስ፣ የዲዛይን እና የቴክኖሎጂ ድንበሮችን የሚጠቅምና የሚያስፋፋ ትኩረት የሚስብ፣ የሚደነቅ ፈጠራ ነው። Enjoy Happy Food የአገልግሎት ዲዛይን ፍላጎትን የሚቀሰቅስ፣ በጎ ስሜት የሚያመጣ እና መደነቅንና መገረምን የሚያቀጣጥል በብዙዎች የሚቀኑበት ፈጠራ ነው።

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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 & Packaging: 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.
Tags: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
Production Technology: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Design Challenge: 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.
Research: 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?
Inspiration: 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?
Project Duration: 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.
Operation Flow: 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.
Team Members: Design: Ting-Han Chen