Enjoy Happy Food Dealbhadh Seirbheis by Ting-Han Chen

Enjoy Happy Food Dealbhadh Seirbheis by Ting-Han Chen is a highly esteemed winner of the very prestigious 2022 Duais Airgid A' Design Award in Dealbhadh Meta, Ro-innleachdail agus Seirbheise Competition Category.

AirgeadSeirbheis· 2022

Enjoy Happy Food Dealbhadh Seirbheis

by Ting-Han Chen

Client: Play Design Lab

Duais Airgid A' Design Award Winner in Seirbheis Category

1,203,363
Verified Award Winner
Verify Award Status for #131529

View at A' Design Award Press Release Award Badge

Colors

The Design

About Enjoy Happy Food Dealbhadh Seirbheis

Tha am pròiseact dealbhaidh seo a’ sealltainn mar as urrainn dhut reiceadair èisg traidiseanta a thionndadh gu brannd e-malairt sòisealta ùr-nodha mar fhreagairt don ghalar, agus gus am beàrn eadar ceannach traidiseanta margaidh èisg agus dòigh-beatha bhùthan air-loidhne a dhùnadh. Tha am brannd freumhaichte ann am proifeiseantachd iasgach 40 bliadhna an neach-reic, dòigh margaidh traidiseanta air eadar-obrachadh sòisealta teachdaiche, agus a’ gabhail òrdughan gnàthachaidh bho luchd-ceannach tro Line (app sòisealta as motha a chleachdar ann an Taiwan) gus an lìbhrigeadh as ùire, gach latha. iasg mara a ghlacadh agus reasabaidhean còcaireachd air am moladh.

The Recognition

About the Duais Airgid A' Design Award

Tha Enjoy Happy Food Dealbhadh Seirbheis air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Enjoy Happy Food Dealbhadh Seirbheis na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Enjoy Happy Food Dealbhadh Seirbheis na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.

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