Enjoy Happy Food ʻo Ka Hoʻolālā Lawelawe na Ting-Han Chen

ʻO Enjoy Happy Food ʻo Ka Hoʻolālā Lawelawe na Ting-Han Chen he mea lanakila hanohano loa o ka 2022 A' Design Award Kala ma ka Māhele Hoʻokūkū Hoʻolālā Kuhi, Kūhelu a me Lawelawe.

KalaLawelawe· 2022

Enjoy Happy Food ʻo Ka Hoʻolālā Lawelawe

na Ting-Han Chen

Mea Kūʻai: Play Design Lab

Mea Lanakila A' Design Award Kala ma ka Māhele Lawelawe

1,205,029

Mea Lanakila i Hōʻoia ʻIa

Hōʻoia i ke Kūlana Makana no #131529

Nānā ma A' Design Award Hoʻolaha Nūhou Hōʻailona Makana

Nā Waihoʻoluʻu

Ka Hoʻolālā

E Pili Ana iā Enjoy Happy Food ʻo Ka Hoʻolālā Lawelawe

Hōʻike kēia papahana hoʻolālā i ke ʻano o ka hoʻololi ʻana i kahi mea kūʻai iʻa kuʻuna i kahi hōʻailona e-commerce kaiapili hou ma ke ʻano he pane i ka maʻi ahulau, a e hoʻopaʻa i ka ʻokoʻa ma waena o ke kūʻai ʻana i ka mākeke iʻa kuʻuna a me ke ʻano kūʻai pūnaewele. Hoʻokumu ʻia ka brand i ka ʻoihana lawaiʻa 40 makahiki o ka mea kūʻai aku, ke ʻano o ka mākeke kuʻuna o ka launa pū ʻana o nā mea kūʻai aku, a lawe i nā kauoha maʻamau mai nā mea kūʻai aku ma o Line (he polokalamu kaiapili i hoʻohana ʻia ma Taiwan) e hoʻopuka i nā mea hou, i kēlā me kēia lā. iʻa iʻa a i ʻōlelo ʻia i nā ʻano kuke kuke.

Ka Hoʻomaikai

E Pili Ana i ka A' Design Award Kala

Ua lanakila ka hoʻolālā Enjoy Happy Food ʻo Ka Hoʻolālā Lawelawe i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Enjoy Happy Food ʻo Ka Hoʻolālā Lawelawe he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Enjoy Happy Food ʻo Ka Hoʻolālā Lawelawe e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

Ma Hope o ka Hoʻolālā

ʻEke Nūhou

Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.

Nā ʻAno Kūʻokoʻa: 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.
Nā Ana a me ka Hoʻopili: 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.
Nā Lepili: fish vendor, fish market, fisheries, service design, rebranding, brand design, brand identity, service redesign
ʻEnehana Hana: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Pilikia Hoʻolālā: 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.
Noiʻi: 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?
Hoʻoulu Manaʻo: 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?
Ka Lōʻihi o ka Papahana: 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.
Kaʻina Hana: 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.
Nā Lālā Hui: Design: Ting-Han Chen