Enjoy Happy Food Service Design vum Ting-Han Chen

D'Wierk Enjoy Happy Food Service Design vum Designer Ting-Han Chen ass en héich geschätzten Gewënner vum prestigiéisen 2022 A' Design Award an Sëlwer an der Wettbewerbskategorie Meta, Strategescht a Servicedesign.

SëlwerService· 2022

Enjoy Happy Food Service Design

vum Ting-Han Chen

Client: Play Design Lab

A' Design Award an Sëlwer Gewënner an der Kategorie Service

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Kuckt beim A' Design Award Pressemëtteelung Award Badge

Faarwen

Den Design

Iwwer Enjoy Happy Food Service Design

Dësen Designprojet weist wéi een en traditionelle Fëschhändler an eng modern sozial E-Commerce Mark transforméiert als Äntwert op d'Epidemie, an d'Bréck tëscht traditionelle Fëschmaart Shopping an Online Shopping Lifestyle ze iwwerbrécken. D'Mark ass verwuerzelt an dem Verkeefer 40 Joer Fëschprofessionalismus, traditionelle Maart Wee vu Clientssozial Interaktiounen, an hëlt Personnalisatiounsbestellunge vu Clienten iwwer Line (eng meescht benotzt sozial App an Taiwan) fir frësch, alldeeglech ze liwweren gefaang Mier Fësch a recommandéiert Kachen Rezepter.

D'Unerkennung

Iwwer den A' Design Award an Sëlwer

Enjoy Happy Food Service Design ass e Gewënner vum A' Design Award an Sëlwer, enger aussergewéinlech prestigiéiser Unerkennung, déi un Designe vun der héchster Qualitéit, prächteg a beandrockend vergi gëtt. Sëlwer-Gewënner si bemierkenswäert brillant a ganz kreativ Wierker, déi d'erausragend Expertise, d'Talent an d'Schaarfsënnegkeet vun hire Designer weisen. Et gëtt erwaart, datt Enjoy Happy Food Service Design e wonnerbart, mustergëlteg, bemierkenswäert professionellt an déif innovatiivt Wierk ass. Dëst mam Sëlwer ausgezeechent Design ass eng bemierkenswäert, bewonnert Erfindung, déi dozou bäidréit, d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie ze erweideren. Enjoy Happy Food Service Design ass eng Kreatioun, op déi vill neidesch sinn, déi Wënsch erweckt, positiv Gefiller bréngt an Erstaunen a Wonner erweckt.

Hannert dem Design

Press Kit

Credits, Teammemberen an technesch Detailer vum Designer zur Verfügung gestallt.

Eenzegaarteg Eegeschaften: 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.
Dimensiounen & Verpackung: 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
Produktiounstechnologie: field experiences, interviews, requirement analysis, co-ideation workshop, experience journey mapping
Design Erausfuerderung: 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.
Fuerschung: 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?
Inspiratioun: 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?
Projetdauer: 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.
Operatiounsablaf: 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.
Teammemberen: Design: Ting-Han Chen