pj proposal5

PROJECT PROPOSAL

DE114106 GRADUATION PROJECT 2A1 — JACKSON CHOI CHI KIT CHENG CHEUK YUNG 140513302 MAY 2017

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Introduction Abstract Keywords

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Identifying opportunity SECT factors Opportunity gaps Weighted Matrix Project Opportunities Opportunity Statement

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Understanding opportunity Research Objectives Hypothesis Research Target Group and Subject Methodology and Process Secondary Research and Analysis Primary Research and Analysis Overview of research findings and Conclusion

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Marketing and Design Client Studies Marketing Research Marketing Mix: 4Ps and 4Cs SWOT Analysis Positioning Map Value Opportunity Analysis and Project goal setting Project Statement and Project Objectives

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Case Study

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Conclusion

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Project Brief

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Self-reflection

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References

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Appendix Appendix 1: Survey Figures Appendix 2: Interview Questions& Dialogue Records Appendix 3: Activity list for positioning map

CONTENT

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1

Introduction

1.1

Abstract Healthy green living has been a world trending lifestyle under the influence of sustainable development, and health significance of Chinese medicine has been more recognised internationally. Yet, Western medicine is more compatible than traditional Chinese medicine (TCM) with Hong Kong’s fast-moving pace. TCM carries mental health ideas beneficial to all ages, nevertheless, the concept was less popularised and exposed to the younger generation. Meanwhile, mental health is another issue concerned worldwide but the knowledge and attitude in society needs improvement.

It is an opportunity for Lo Wai Chinese Herb Garden to promote mental health consciousness in young adults too, and bring the further beneficial Chinese medicine knowledge for their daily benefits. The project will be a product& packaging design for young adults aged between 16- 25.

Can TCM knowledge be introduced into young adults’ lifestyle and enhance their health conciseness?

1.2

Keywords 
 Art of Nature Lifestyle Emotions and mental health consciousness Traditional value revitalisation

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Identifying opportunity Traditional Chinese medicine has a declining influence towards young people since the introduction of westernisation, it has always been the standard of culture and lifestyle index, especially to young people who seek excitement and cutting edge products. Herbal tea shop was once the hang out spot but people prefer cafe now. Limited development of TCM products cannot continue to excite and surprise young people. Since healthconscious lifestyle is trending, it is an opportunity to make TCM recognised with innovation.

Mental Health “The most effective intervention models are potentially those which combine nutritional interventions (such as food supplementation) with counselling on psychosocial care (e.g. warmth, attentive listening)(WHO 1999). These have also been suggested to be cost-effective (WHO 2002)” A lot of study have also shown relation of food nutrients contribute to mental health developement, management and prevention of specific mental health problems such as depression, schizophrenia, attention deficit hyperactivity disorder, and Alzheimer’s disease. 1 Maintaining a health balanced diet and drink plenty of water can help refreshing the body. It is suggested to limit high-caffeine, possessed food, sugary food and alcohols intake. 2 The following terms and definition are defined by World Health Organisation.

Health refers to a state of complete physical, mental and social well-being and not merely the absence of disease or infirmity. Mental Health is defined as a state of well-being in which every individual realizes his or her own potential, can cope with the normal stresses of life, can work productively and fruitfully, and is able to make a contribution to her or his community.3 Traditional Chinese Medicine (TCM) is the sum total of the knowledge, skills, and practices based on the theories, beliefs, and experiences indigenous to different cultures, whether explicable or not, used in the maintenance of health as well as in the prevention, diagnosis, improvement or treatment of physical and mental illness. 4 Mental Health of the younger generation in Hong Kong Patients with mental problems are getting younger and worse in Hong Kong. The Preparatory Committee of Mental Health Month in 2014 announced a survey on Hong Kong mental health index. Young adults age 15-24 scored an average of 53, greatly dropped from the score 63 in 20125. Young adults and adolescents face challenges in academic performance as well as personal development like identity and peer relationships. A survey result from The Smaritan Befrienders Hong Kong in 2015, pointed out 38.9% respondents aged between 11-30 has suicidal thoughts because of stress. According to the findings from WHO, depression will be the second leading cause of world disability by 2020 (WHO,2001) and by 2030; it is expected to be the largest contributor to disease burden (WHO, 2008). 6 There are a lot of product in the market trying to address the problem for grown ups, some famous example come from Secret Garden and Fidget cube.

1

Mental Health Foundation, Diet and mental health, <https://www.mentalhealth.org.uk/a-to-z/d/diet-and-mental-health>

2

Mental Health Foundation, Eat well, <https://www.mentalhealth.org.uk/your-mental-health/looking-after-your-mental-health/eat-well>

3

World Health Organization. Strengthening Mental Health Promotion. Geneva, World Health Organization (Fact sheet no. 220), 2001.

4

WHO, Traditional Medicine: Definitions, <http://who.int/medicines/areas/traditional/definitions/en/#>

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2014 精神健康月籌備委員會研究工作小組公

《全港精神健康指數調查 2014 報告摘要》 http://www.hkmhc.org/2014-

%E7%B2%BE%E7%A5%9E%E5%81%A5%E5%BA%B7%E6%9C%88%E7%A0%94%E7%A9%B6/ 6

World Federation for Mental Health, DEPRESSION: A Global Crisis, 2012, http://www.who.int/mental_health/management/depression/ wfmh_paper_depression_wmhd_2012.pdf 3

2.1

SECT factors Sect factor to looking to the problem from internal and external environment.

Cultural

Social

TCM remedies are getting recognised in western world

Majority suffer from the sub-health condition

Health Awareness increases

Pursuit for a relaxing leisure time

Downshifting lifestyle is encouraged

People appreciate themed restaurants/ cafe

Prevention is always better than cure

Seeking ways to balance the exhausting urban pace

Looking for events or places to hang out in groups

People are more active to engage with artistic events

More people are interested in vegan/vegetarian gourmet

Interactive learning is more fun

Food Safety Concern People enjoy eating out with friends

Economical

Technology

High expenditure on beauty products

Universities in HK are working on medicine research

Customer-initiated manufacturing

Extraction of herbal essences is possible

Short DIY workshops/ courses for leisure are popular

Urban farming is possible

Ever-increasing medical expenses in future High consumption on drinks Shared market with China People are willing to spend more when hanging out with friends

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2.2 â&#x20AC;Š

Opportunity gaps

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2.3

Weighted Matrix

Chinese medicine based vegan restaurant with a farm

Beauty product brand that also host workshops and cooking classes

A public tea party on weekend with workshops and desserts!

Time and resources

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Potential for an innovative product

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2

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Market size

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3

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Potential creativity

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Passion

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2

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User friendly

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3

Creativity

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Social Impact

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3

3

Competence

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2

3

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Scale lowest (1 - 3) largest Criteria

Attributes

2.4

Project Opportunities A public tea party on weekend with workshops and desserts!

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Hong Kong has a strong base of tea culture.

Huge outdoor activities can attract a lot of people and raise attention.

Hong Kong people seek new trendy spots for relaxation.

Young people from 80s and 90s are constantly seeking changes and excitement.

Workshops and products can demonstrate creative application of Chinese medicine.

Newest research and info could be released for public interest and education purposes.

Opportunity Statement

To provide a platform for TCM brands to attract younger generation to involve in innovative designs with Chinese medicines and promote the knowledge.

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3

Understanding opportunity

3.1

Research Objectives To have a through understanding on the abstract theories To find out impressions and influential factors for TCM acceptance of young adults.

To investigate how young adults responds to emotional concerns.

To explore creative use of Chinese medicine herbs for potential solutions.

3.2

Hypothesis Negative impressions towards medicine is the main cause of resistance in young adults.

Herbs are not limited to internal use.

Communication barrier Misunderstanding exists in exchange of emotion for young adults.

3.3

Research Target Group and Subject The project aims to focus on young adults aged between 16- 25. The age group indicate their roles as mainly students preparing to be the future support of society. In the time being, they will be facing a lot of hardship and taking up several roles in society. The age range is also considered to “grow” in terms of TCM and a stronger body could yield better performances and raise positiveness. More importantly, their recognition to TCM is key to inherit the cultural value to the next generation. Nonetheless, it is expected that target live in an irregular lifestyle and may claim to have a stressful busy life.

3.4

Methodology and Process For primary research, it divides into questionnaire, interviews and observation.

In the early October, an online quantitative questionnaire was published and distributed on Facebook and WhatsApp for effective opinion collection from targets. 45 effective questionnaires are collected. The survey is divided into two parts, to investigate their impressions on TCM from different sensational aspect by rating, and to study their TCM consumption habits and views.

In between October and November, interviews with both structured and unstructured questions are designed for in-depth discussion and in search for professional advice with the following targets: Discussion on Depression: The discussion focus on studying and understand a mentally unstable patient’s state of mind and concerns, as well as how the surrounding people reacts. The aim is to investigate communication in emotional events. In this case, the discussion was about a mental break down of a high school student in 2012. Three interviewee were invited and interviewed separately. The whole process was done by phone call and online through the use of Facebook Messenger and WhatsApp as some are not available in Hong Kong.

Discussion on Mental Health:

The aim is to understand the reasons for negative communicating behaviours behind young adults and discover ways to establish a harmonious communication between mental patients and their peers. As a result, a social worker with experience working with mental patients was interviewed in person. It is a face to face interview happened in late November.

Discussion on TCM:

The purpose of discussion is to understand more about properties of TCM drugs and seek medicinal advice which secondary research unable to answer. A proprietor of a TCM distributing company was interviewed on phone in the late November.

For secondary research, literature review and observation methods were taken.

Since the beginning of September, information and knowledge were studied from references papers, articles and books. These resources were published by reliable sources from Hong Kong Central Library and the Internet.

Facebook lifestyle pages with TCM contents or posts were also checked.

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3.5

Secondary Research and Analysis Core idea of Traditional Chinese Medicine Traditional medicine is a practice that embodies the idea of â&#x20AC;&#x153;nature-man unityâ&#x20AC;? ༠Ő&#x2C6;â&#x20AC;ŤÝłâ&#x20AC;ŹÓ&#x17E; emphasising the pursuit of harmony. Given from ancient Chinese philosophers, human as â&#x20AC;&#x153;created with the natureâ&#x20AC;&#x2122;s essence whom shall be governed by the Universeâ&#x20AC;?, is another integrated microcosm that functions correspondingly to the natureâ&#x20AC;&#x2122;s system. Thus, people learnt and lived through observing patterns of transformation from seasonal changes with Yin-yang and the Five-elements as interpretation models. These experiences and knowledges accumulated were further developed into the study of TCM. Modern world would introduce its medical function as disease prevention today, but its fundamental value is to understand relationship between man and nature universe through a poetical and intuitive way.â&#x20AC;¨

Difference between Chinese and Western medicine The following table shows comparison between Chinese and Western medicine ideology today.

Traditional Chinese Medicine

Western Medicine

Nature

Man-nature unity

Conquest of nature

Theory

Yin and Yang and the Five elements. Â Optimal health is achieved when the body system is in balance.Â

Modern science, including pathology, physiology, microbiology and pharmacology, etc.

Primary function

Health care, Diseases preventing

Sick care, Neutralisation

ć&#x153;&#x203A;č &#x17E;ĺ&#x2022;?ĺ&#x2C6;&#x2021; Figuring out the imbalance Diagnosis

by observing, smelling, listening and touching.

Physical examination with modern scientific instruments and tests to discover evidences of diseases.

Disease occurrence

Yin-yang imbalance from external or internal sources

Infected organ by bacteria or virus

Role of medicine

To boost patientâ&#x20AC;&#x2122;s own healing ability to heal itself.â&#x20AC;¨ To restore balance into the patient.

To suppress symptoms

Medicine

Natural materials mainly such as herbs or exercising, comparatively less side effects.

Chemical mixtures

History

Thousands of years

Approximately two hundred years

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The Four Property The four properties are “cold, hot, warm and cool” and they describe our body conditions and also the natures of food and herbs. The idea is generalised by body reaction after the use of TCM.

How well do our target know about their natures?

Lifestyle pages are common on social media platforms, which target young adults and adults. Some often give out TCM eating advice.

In the first and second article clip, it tells some local popular drinks such as coffee, milk tea and assorted teas could be bad for health to certain types of people, supported by the use of Four natures and Five-organ Theory.

People are not aware of our common food’s nature in relation to their own body nature and impacts. The third post helps users to understand their own natures, these kind of self-help lecture are common on lots of pages.

However, the effect is uncertain. Some replied feeling confused to categorise himself under either one according to his own interpretations. They could not confirm unless they seek help from physicians.

The most common emotional reaction from readers are “like” and “amazed” towards these TCM health tips posts. In the At the articles, there are always drink and lifestyle suggestions given by professional TCM physicians.

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The Five Elements The five elements illustrates the movement and transformation cycle of nature. Substances can be divided into one of five basic elements: wood, fire, water, metal and earth, which contain their own specific characteristics and properties. Elements react with each other: the interaction that one element promotes and breeds another is called ‘generating’, and one restrains and restricts another is called ‘overcoming’. The following is a table of five elements examples.

Category/ Element

Wood

Fire

Earth

Metal

Water

Cultivation

Germinate

Grow

Transform

Rear

Store

Orientation

East

South

Middle

West

North

Seasons

Spring

Summer

Late Summer

Autumn

Winter

Colors

Green/ blue

Red

Yellow

White

Black

Yin Organ

Liver

Heart

Spleen

Lungs

Kidneys

Yang Organ

Gall Bladder

Small Intestine

Stomach

Large Intestine

Bladder

Orifice

Eye

Tongue

Mouth

Nose

Ear

Tissues

Tendon

Vessel

Muscle

Skin & Hai

Bone

Emotion

Anger

Joy

Pensiveness

Grief (Anxiety) Fear (Fright)

Voice

Shout

Laugh

Sing

Cry

Groan

Taste

Sour

Bitter

Sweet

Spicy

Salty

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The Five Emotions 犊ఘԲப牏獉㰁犊ఘ All humans are born with the seven major emotions of joy, anger, pensiveness, grief, fear, anxiety and fright. Apart from external sources of infection, TCM views emotions as a common internal factor to illness.

According to the previous Five-element list, TCM believes there is linkage between certain organs and emotional activities, as emotions is seen as internal responds to external stimuli. An overwhelming uncontrollable emotion, which is intense or prolonged, will injure the organ and causes severe yin-yang energy imbalances as in Huangdi Neijing 7 Grief is combined with Pensiveness and Fright is combined with Anxiety to become a circle of five emotion because of similarity.

The relationships of emotions and organs described by Huangdi Neijing Emotioms

When it is too much…

Affected organ

Symptoms

Overcome by

Joy

Overexcitement

Heart

Agitation, insomnia and palpitations.

Fear

Anger

Resentment, irritability, and frustration.

Liver

Headaches, dizziness, high blood pressure and stomach problems

Grief

Pensiveness

Excessive mental stimulation

Spleen

Fatigue and inability to concentrate

Anger

Grief

Sobbing

Lungs

Fear

Extreme fright

Kidneys

Joy involuntary urination.

Pensiveness

Mental illness explained in TCM Mental illness is a result of imbalanced emotion . It frequently happens to qiyu 䶷꘩ and xiexu ᤅ蒅 natures holders. Take depression as example, the problem can be categorised into six different nature conditions8 9and followed by unique symptoms in physical behaviours and psychological states. Practitioners consider the cause of illness centred a person’s physiological statement, genetic heritage, and personality. External factors such as life related pressure are incentives. The ultimate therapy on mental illness is to untie the knot and release the negativity. There are three major psychotherapy widely used by TCM practitioners, which are reasoning: talking sense, to overcome with another emotion10 and also psychological suggestion. Medication is seen to be served as assistant here. A patient should learn how to mange stress and family support is essential.

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《黃帝內經素問·舉痛論》：「百病生于氣也，怒則氣上，喜則氣緩，悲則氣消，恐則氣下，寒則氣收，炅則氣泄，驚則氣亂，勞則氣耗，思則氣結，九氣

不同，何病之生？」 8

《心寧神安》中醫分型：氣鬱、氣鬱化火、梅核氣、臟燥、血虛、陰虛火旺。

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黎愷琳中醫師： 朱丹溪提出「六鬱」認為鬱症有氣鬱、血鬱、痰鬱、火鬱、濕鬱、食鬱六種，而主要從氣鬱逐發展。現今以氣鬱為主。病之初起，情志所

傷，肝氣鬱結，多屬實證。治療以疏肝理氣解鬱為主。病情遷延日久，由氣及血，化火傷陰，病及脾腎，多屬虛證。 10

黃帝內經之五《素問—陰陽應像大論》：「怒傷肝，悲勝怒」、「喜傷心，恐勝喜」、「思傷脾，怒勝思」、「憂傷肺，喜勝憂」、「恐傷腎，思勝恐」 11

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All About ‘medicine’

On the basis of TCM, the term ‘Medicine’ covers primarily plantations, some animal products and minerals.

Different parts of plants, such as the leaves, roots, stems, flowers, and seeds, are used. Materials are often combined in formulas and given in forms including boluses, powders, pastes, capsules, tablets, granules, extracts, spirits, plant juice, syrups, fluids for injection, tinctures etc. These are used to suit the individual needs of each patient.

The old Chinese idiom “ꗇ觬‫ݶ‬რ” states food and medicine originated from nature and indicates the idea of medicine being used in daily life. Food is also seen as medicine with healing function by our ancient ancestors during their early discovery and experiences. From the book Huangdi Neijing11, it describes edible substance as ‘food’ when we are hungry, as ‘medicine’ when we are ill. The main difference between the terms would be the materials’ own property ؇௔ ྰ and side effects. This explain why TCM are often in compound prescription.

Ingredients can harmonies or strengthen each others’ medical effect. By that, toxicity can be minimised to precent harmful effects from occurring. Sometimes, certain ingredients can guide the medicine to specific medians.

Nonetheless, it can improve the flavour and make medicines more palatable.

The quantity and ingredients varied mainly to a person’s specific age, health condition and concerns. According to principles of Four nature and Five tastes theories, TCM practitioners introduces specific types of ingredient combinations correspond to the seasonal weather changes and our health conditions ꘨搡 to bring back the balance. The process is also an expression of “Man-nature Unity”. The recipes usually come in forms of soup.

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《黃帝內經・太素》：「空腹食之為食物，患者食之為藥物。」 13

Liquid decoction ᆔꗇ is consider the best way to release the essence from ingredients by the heating process.

Chinese herbal decoctions are characterized by their quick absorption, favourable therapeutic outcomes and minimal toxic side effects. The ingredients in the decoctions can be modified, increased or decreased on a daily basis, allowing physicians to tailor to the patient's changing conditions and needs. Flexibility is one of the main reasons why this method is still being used after thousands of years. The book Huangdi Neijing12 also suggests healthy eating is the best way to fight against diseases happening. Thus, medicated diet 訅ኞ觬咅 has been developed throughout the history to us maintain health. It is a designed practice suitable for every one to take on daily basis.

Reasons for refining herbs Not every herb can be grown year-round, and therefore processing is important for storage and transportation since long time in the past. Moreover, processing can affect that materials’ composition. Crude herbs contains high toxicity require processing to lower or eliminate its side effect before being prescribed. On the contrary, special effects of parts can be improved and reinforced. Processed ingredients also facilitate mixing for compound prescription and shaped into different forms of remedies.

Incorrect use of medicine The disease may be aggravated or lead to other health problems. Some Chinese medicines are extremely strong and contain toxic ingredients. If the dosage is inappropriate or consumed incorrectly by mistake, it could lead to poisoning and even death.

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《黃帝內經・素問・五常政大論》：「大毒治病，十去其六；常毒治病，十去其七；小毒治病，十去其八；無毒治病，十去其九；俗肉果菜，食養盡之，

無使過之，傷其正也。」

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3.6

Primary Research and Analysis Here are the general analysis from primary research. Info graphs are listed after.

Target impression on TCM idea As long as they approved its cultural and medical value, regardless, the consumption pattern on TCM products is low, occasionally once a month. TCM is regarded as supplement that replenish health or medicine, such as drinks and pills. Moreover, the first impression about TCM is considered to be some bitter soup and which is negative in taste and visual. Targets rarely practise the lifestyle TCM proposed but only the advice when they have health problems.

Target impression on plant forms To the respondents, processed herbs and decoction do not offer great sensational experiences. Even though taste and texture score higher, the majority rated 3 marks. The score also answer the popularity of health care products which rarely shown the ingredients. In aspect of plants, respondents prefer flowers for visual and fruit for tastes. Flowers usually have brighter colours and a symbol of romanticism, whereas fruits are usually sweet and sour.

Crude drug, Processed drug, and drug waste ኞꗇ҈ᆧꗇ҈ꗇ竉 Crude drug ኞꗇ refers to products of animals or herbs in either fresh or dried condition. Eating it raw is not recommended concerning toxicity, bacteria and parasites. Refined drug ᆧꗇ describes crude drugs under process of refining, including frying and steaming, which enhance medical benefits. However, processed drug does not always posses a higher medical value than crude drugs. The process might not be necessary in regard to properties and nature of the ingredient. Drug waste is material left after used with little amount of drug effect. Usually, drug wastes could be used to create liquid decoction for twice, then dumped or used as organic fertilisers.

Eating is considered to be the best way of absorption. Other than eating in, dieda ᪏಑ therapy would make medicine powder cooked into drug paste for external use. Strong smell of certain drugs can drive insects away. Smell has post stronger impact than taste on emotion. For example lavender calms mind and release stress. In addition, aroma has been a commercial selling tactic too. From the book Brand Sense, it says ‘Consumers use all of their senses to experience a brand. The sense of smell emotionally effects humans up to 75% more than any other sense. Taste might not have strong effects on emotion.

It is possible to mix powders with other cooking herbs, but it is strongly advised to take the process carefully on property conflicts and users’ health.

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Common mental illness in young adults Depression and Anxiety are the two main mental diseases in the age group, following by Schizophrenia ᔜᐟ‫ړ‬蕈 and psychosis ௏憽०ꗙ The occurrence highly depends on personal experiences, sometimes it is genetic, or inborn deficiency. Concerning the age group, it often relates to pressure from self valuation and peer comparison.

Common symptoms of depression patients have, including uncontrollable emotion fluctuations, low motives, poor hygiene and personal grooming and distancing from others. Anxiety shows obsession on orderliness, fear, and constant avoiding eye contact.

Communication failing Communication barrier between teen patients and their peers exist. Patients happen to present themselves abnormaly under the effect of illness, are scare of human contacts. Some are less willing to seek professional help due to one’s comfort zone or experienced communication failures in the past. They lack confidence and hope in positive changes and therefore refuse to open up further when more problems occurs.

Peers have shown difficulties to relate with patients’ struggles and prejudice on mental illness. The mentally-illed has been experiencing forms of neglection and impatience from their social circles. Failing communication can destroy relationships and discourage rehabilitation. As students they are burdened with lots of tasks every day so less attention will be put on others before themselves. Patients may seek support online with others who shared similar situations.

Communication suggestions The social worker reminds, mental illness patients need friends and family support. The key is to be respectful, inclusive, understanding and encouragement would greatly help them. Rather than speaking sense or giving direct solutions to patients, which many did, we can share their emotional burdens by listening to their problems or accompany them in other activities to shift their focus from negativity. Others can send letters or cards to show care too. In addition, patients can do more mindful activities that they enjoy.

About Eating and mental health Eating is one of the basic life activities. Yet, young adults tend to skip breakfast or had low quality lunch. The habit is suppressing the body needs. In long term development, the bad habit will impair the body functions and organs and may lead to potential mental instability. The age group often consume snacks that are sugary , high sodium content or spicy.

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Comparison table of drugs Types

Crude drug ኞꗇ

Refined drug ᆧꗇ

Drug waste ꗇ竉

Description

Original plant parts or dried up

Looks dried. Usually processed and refined before sale

Usually the ingredients are used twice before discard

Visual

Colour

Mainly green or dark (dried up)

Rather dark

Black as liquid decoction

Shape

Weak and soft, organic, leaves come with different forms (plant) or wrinkled (dried up)

wrinkled and irregular

Remains like

Texture

Soft or hard (dried up)

Dry hard

Weak, soft, moist

Odour

Not significant (plant) Average(dried up)

Rich and stronger

Mint and cool, like the liquid decoction

Medical Value

Depends on variety

Depends on variety, Strengthen usually

Very low

How to use

Heated to release its essence, usually in liquid decoction, brotho, drug paste or into sachets

Organic fertilizers

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3.7

Insights and Conclusion Old and traditional image Concept of TCM is viewed to be healthy and natural and could become product selling points. The shortcoming of TCM is their impression on ‘medicine’ and the bitter taste image. The product image should not appeal or link to bitter taste.

Poor flavours and not advised to create my own formula It is not safe for any non-TCM-practioners to create original formulas, but it is possible to suggest alteration in existing formulas. Secondly, everyone has different natures and the best solution is designed by practitioners accordingly. For a standardised product, the concept of nutritional dietary should be adopted. Ordinary food ingredients will be used as substitute for their mild nature, which suitable for many but the efficacy would take a longer time.

Snacks are guilty pleasure The products should reflect audience’s diet concern, such as sugar-free.

Difficulties in understanding the language Simplify with modern language or provide assisting explanation Targets have superficial or trivial knowledge that they do not know what kinds of food is beneficial to them There might be a need to include simple TCM knowledge and help target make better consideration before eating, or selecting the suitable product.

The depressed require professional help and emotional support In terms of psychology, here is a phenomenon of negative emotional expression is suppressed of target group.

They seek support and listeners to release the burden. Supportive messages for the stressed can be add to increase customer intimacy. Human has a higher emotional reaction to odour than taste. The idea of aroma printing could be developed as side products.

Communication between the depressed and their relatives is poor: may needs to rebuild relationships with others to heal over The design should include opportunities of social interaction and support with indirect communication materials to have two parties engaged better.

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4

Market and Design Research

4.1

Client Studies Lo Wai Chinese Herb Garden (LWCHG) located in Lo Wai Village of Tseun Wan, South to Tai Mo Mountain.

The Garden was revitalisation project of a barren farmland, directed by HKSKU Lady MacLehose Centre and sponsored by The Hong Kong Jockey Club Charities Trust since 2010.

The Garden has been a social welfare platform that promote health consciousness and knowledge of TCM within the community with diversified educational activities and events. The events are mainly focuses on patients and elderly or people with TCM interest.

List of events by category such as crafting workshops(á&#x201D;łčĽ&#x2021;á&#x161;žŕŤĄÖ˘ŕŁ&#x2018;ç&#x2030;?༠ę&#x2022;?ç&#x2013;&#x2018;੷詴ć ?ૡ֢ŕŁ&#x2018;ç&#x2030;?č&#x2019;&#x201D; ęľ&#x2030;č&#x2019;&#x201D;á&#x161;žŕŤĄÖ˘ŕŁ&#x2018;ç&#x2030;?á žŕ¸˛äş&#x2030;á&#x201D;&#x2021;ૡ֢ŕŁ&#x2018;ç&#x2030;?磸Ő&#x152;觏ĺ&#x2019;&#x2026;

gardening 援č&#x2013;Şç&#x2030;?ŕť&#x201C;ĺ&#x153;ľá&#x20AC;&#x153;ĺ&#x2019;&#x2026;č&#x2030;&#x;ŕš&#x153;ç&#x2030;?á?&#x192;วç?şÖ˘Ý&#x160;ęľ&#x2030;č?&#x2030;Öľ á&#x160; Ň&#x201A;,and vocational training.

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4.2

Marketing Research The research focuses on investigating existing beverage and TCM product brands in Hong Kong and mark their differences and methods.

CheckCheckCin CheckCheckCin is a newly founded healthy beverage take away shop owned by a licensed TCM practitioner, Cinci EC. The brand promotes the modern wellness concept beverage, to exact, the TCM idea of disease preventing by healthy diet with ordinary food.

The shop sells drinks mixed with common ingredients such as rice, beans, dried flowers and fruits according to different body natures’ needs. Nature of Ingredients are mild, unlike traditional herbal drinks, which is suitable for all ages too. All drinks are freshly made everyday, and mixed by a bartender. Other drink products such as soup, tea leaves and tea bags, powdered drinks; healthy promoting product including smartphone app, herbal soaps and books are also found. The owner provides clinical advice service by appointment. The shop is located in Sheung Wan, nearby to many office buildings, targeting office workers. Priced similar to Starbucks, ranged $26~ 36 per drink.

This brand embrace the traditional idea in the style of modern and grace. The owner observes the customers’ concerns on diet and healthy living, and successfully created new alternative trendy looking healthy beverages, standing out from other Taiwanese and local competitors. Her menu design focuses on major stress symptoms occur in the working class with favourable and unique tastes. She also design a wide range of sub-products, such as reading materials, soap and apps to show diversity and the intimacy of the company’s core value.

Graphics used are mostly simple pattern in tint and calm colours, which covey a sense of modern and mindful silence. The ‘eye’ graphic also suggest eye-closing when we are concentrated in feeling ourselves and the moment of relaxation. The iconic green is not dominan

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â&#x20AC;&#x2122;Rice Waterâ&#x20AC;&#x2122; brochure example from CheckCheckCin, taking about relationship of TCM organ health in relation to keep fit in bilingual. The language used is easy to understand and it provides a lot of explanation on difficult terms and how to achieve keeping fit.

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Hung Fook Tong 鴻福堂 Hung Fook Tong is a local retailer company of Chinese herbal products since 1986, carrying the motto ‘Naturally Made, Wholeheartedly Good’ ꕰஞ蕣ꗰ牧ᛔꕍꔷ襷 It has transform from a traditional Chinese herbal tea shop to a modern wellness concept food and beverage enterprise. Drink product diversifies to long shelf-life drinks including Chinese herbal drink and non herbal drinks, soups and others. The brand also adopted the ‘no addictive’ approach for its products. The have an extensive network of retail stores in Hong Kong and China. As validated

by Nielsen, the Group maintained its No.1 position in the Wellness Drink Category in Hong Kong for 13th consecutive years and have been recognised through numerous awards.

Hung Fook Tong has been redesigning packaging of traditional herbal drinks. The Group has been making traditional drinks portable, a longer product quality lifespan and available at anywhere, any time with its broad retail networking. They also launched a line of ‘Homemade Series products’ (ᛔ疑羬‫ ڜ‬, which reflect their corevalue ‘the care and warmth from home’, providing convenience to busy urban people with common healthy home dishes pre-cooked. Besides, the name of line also increase intimacy of company and customers.

This year they announced Fresh Fit Drink Ⴔ薹觶羬‫ ڜ‬aiming at young people - burdened with work and eat irregularly. Unlike traditional herbal drinks, the ingredients used here are vegetables, fruits and beans. The series is functioned to promote fat burning, intestinal health, hydropsy reduction ၾᴻ࿜脵, promotes detox, these concerns are highly related to health and beauty concerns of the target.

From the following product portraits, we could also see the different design specific on different targets. In general, the design for Fresh Fit Drink is kept minimal with less decorations. They go for a longer and slim looking bottle design, that appeal to target’s ideal body image. Colour choices are bright and eye-catching but and green is still being used here. Series gimmick name came over product name, concerning the ‘food-combination name’ is not intriguing enough. A picture of ingredient is put in middle but realistic photographs does not match the style of the overall design impression. Geographical elements are used for background decoration which looks hippie and music-related, referring to the pop. The silver bottom reminds the feeling of metal and electronic.

Nonetheless, benefits are clearly state on the bottom with graphic.

In terms of graphic, their retail stores are easily spotted with the eye-catching green to make emphasises on nature and health. Product packages contains rich colors and dynamic graphics to portrait youth and energy.

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Herbs Espresso 胡慶余堂 Huqingyutang is a TCM brand aged over hundred situated in Jiangnan, China. In the early of the year, they launched a sub food and beverage brand named Herbs Espresso, very much resemble to Starbucks’ system, but carrying the concept of ‘herbal coffee’. Since coffee is a big hit for the younger generation, Huqingyutang tries to combine coffee while addressing their health concerns to promote TCM. These drinks are made with mild herbs and popular food ingredients without caffeine contained, namely, dried flowers, vanilla, purple potatoes. Every recipe combines 3 to 4 ingredients. They perform function against general concerns, such as cold preventing, nerve smoothing, improving intestinal performance, skin care and keep fit, etc.

Unlike names in general herbal recipe, all drinks are given with poetic and romantic names, for example, 紉紸博 ॰๡牏٧෭䜀稧牏굉艟௏ꔏ襃牏ᔳ萈襃殸牏穀物ࣁಋ牏棗臸॰ଝ Modern as they sound, but some recipe comes from old formulas by Huqingyutang. Till now, Herbs Espresso has been introducing over 50 kinds of drinks.

Apart from drinks, they also sell TCM concept sweets, in the package of western desert looking. Sometimes they organise educational events for young people and children to learn about Chinese culture and herb knowledge with masters.

Before Herbs Espresso, the brand also tried to reach out to younger generation by matching with their consumption habits, like setting up an online store on Taobao and Tianmao Mall. However, the products in track are mainly crude drugs, pastes, and general supplementary health products. The change did not make a huge public impact on the brand impression.

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Ninjiom 京都念慈菴 Ninjiom is another Hong Kong leading TCM concept patent drug brand. They serve medical solutions with general sickness like cough and fever suitable to all walks of life. Compare with the other brands researched in previous pages, Ninjiom offers a more medical than lifestyle option.

In order to suit people’s lifestyle and concerns, they have design a lot of formula for different needs.

The most famous product, Nin Jiom Pei Pa Koa Series has 4 forms of original formula, convenient single-serving sachet packs, and no sugar added formula and kids formula. These consideration should be also made in my proposed design too.

Flavour diversity is found on the Nin Jiom Herbal Candy Series line. Six flavours which include Original, Tangerine-Lemon, Super Mint, Ume Plum, Apple-Longan and Lemongrass. Herbal candies help to moisten the throat and reliving the discomfort. They are confined in tin can or sachets.

Recent years, they also launched new product lines for female’s menstrual pain and acne problem for teenagers.

Marketing Research Conclusion It is very obvious that, the brand or product has the need to refine their TCM product in order to attract interest from the younger generation. They use more popular mild ingredients like flowers and fruits and less crude drugs to meet the public taste. In designing products, they also try to address common concerns of targets, mainly health symptoms, less sugar and beauty-related. The market also seek convenience and relaxation in the same time. Modern herbal concept beverage is a very popular way to modernised TCM as traditional it appears in liquid decoctions. To make drinks convenient, brands have created standardised formulas with only amount of sugar being able for customisation. Sales can be increase when people keep on consume these health nurturing products because they don't provide strong medical impact as medicine. Product convenience also involved technology like drink powders in sachet packages and pre-cooked products.

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4.3

Marketing Mix: 4Ps and 4Cs Product/ Customer Values

4.4

Variety

Unexpected combinations of ingredients Fruity or floral taste, incline to sweet or sour products Health concern varieties: sugar free or additives free

Quality

Visually and tastefully attractive, rich and complicated. without the use of additives

Design

Messages that are straightforward and easy to understand Portable packages; explanation on terms is provided

Features

Natural ingredients, mental health nurturing, fusion, mix and match

Brand Name

Heart warming

Packaging

Stylish, easy and safe, convenient, effortless, environmental friendly

Services

A sensorial experience, customisable products, clinical advices and TCM knowledges

Price/ Cost

List price

$20- 100

Place/ Convenience

Channels

Supermarkets, Convenient store, snack stores, Social media platforms, lifestyle magazines,

Promotion/ Communicaton

Advertising

Public Transport Banner Area; Social Media

Personal selling

eat snacks to keep fit; Ň訅ኞŇ, natural, low sugar, healthy, depression tackling

Brand’s SWOT Analysis Strength

- Mentors are familiar with knowledge of Chinese Medicine herbs - Social welfare organisations are connected to lot of schools - Mental health education in Liberal Studies in high school

Weakness

-

May need outer sources for sufficient ingredient input Low accessibility from downtown People often relate ‘medicine’ with negativity and bitterness Not sure about the garden’s popularity in town, better known to elder groups High production and maintaining cost

Opportunity

-

Healthy food is trending Society appreciates local made products Chinese political environment is encouraging the development of Chinese herbs products Partnership with Universities

Threat

- Huge local brand as competitors - Necessary to pass governments’ food safety measures - TCM consumption frequency per month is low 25

4.5

Positioning Map

Style for package and visual attraction and lifestyle matching with my target Technology for technology and skills involved in the process.

Food and beverage products more lifestyle and product adjust to needs and requirements Higher skill because of formula design and cooking process and food safety Lower for exhibition because lack of identity and promotion

—

Traditional promoting events and activities has rather low sensational stimulation for my target age.

Natural environment for every sense is interacting with the surrounding, also with higher physical involvements. Traditional events or activities lack emotional addressing aspects, target have difficulties to seek benefits or relation with TCM. Exception for I’MPERFECT XCHANGE which included self-reflecting moments on the design process.

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Easy and Fun because TCM is a rather difficult subject to Target age. Relatable or digestible Information to make memorable and meaningful to targets.

Food and beverage is a very directive approach to make target eat and feel with their body. Product formulas can be customised to their health and beauty concerns. Hiking as an exercise could produce endorphins and guiding masters can breakdown questions and details instantly to make information digestible.

—

Herbs Expresso goes for Starbucks style; CheckCheckCin has a touch of Japanese style; I’MPERFECT XCHANGE is minimalism, Hung Fook Tong gives a home feeling; For the emotion aspect, I’MPERFECT XCHANGE encourages people to embrace their flaws and it scores higher.

—

Hung Fook Tong aims for massive audience and convenience and used plastics.

Herbs Expresso uses transparent plastic cup to show colours of drinks.

IMPERFECT XCHANGE recycled the abandoned product and redesign into unique, suit to theme ceramic cups

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4.6

Value Opportunity Analysis and Project goal setting

Scale (Low, Mid, High)

CheckCheckCin

Iâ&#x20AC;&#x2122;MPERFECT TEA

My project

Emotion Fun Security Sensuality Empower Ergonomics Comfort Safety Ease of understand Aesthetics Visual Auditory Tactile Olfactory Taste Identity Point of time Sense of place Personality Impact Social Environmental Core tech Reliable Enabling Quality Craftsmanship Durability Profit imapact Brand impact Extendable

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4.7

Values

Goal

Fun

Allowing certain degree of creativity on eating experience; various activities to enrich sensational experiences

Safety

Food Safety, information of ingredient origin, hygiene and reliable food packaging materials

Emotional security

To calm and encourage user through use of materials and wordings

Ease of understanding

Language expression by using modern language and graphics to introduce basic, stress related TCM ideas

Visual

Simple and minimal, natural elements

Taste

Adopting existing formualae and enhance with floral and fruity fragrance and tastes.

Personality

Part of user’s personality or emotion could be reflected on the product

Socia Impact

To bring attention on mental health care of targets To attract public interest in creative TCM products To re-build relationships between the mental patients and commoners

Craftsmanship

Customisable according to customer’s needs and concerns.

Using quality raw materials

Extendability

To become a channel for the mentally disturbed and their closely related people

Project Statement and Project Objectives

心

堂

To establish a herbal confectionery brand using TCM theories that help restore balance in mentality, also encourage the spread knowledge of TCM in younger generation and bring importance to mental health consciousness.

Mainly focus on supporting young depression patients To introduce fun, healthy TCM confectionery To enlight targets with TCM ideas in understandable language To help rebuilding relationship between the depressed and their relatives

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5

Case Studies The following analysis review design cases to understand their strength and shortcomings.

I’MPERFECT XCHANGE — Eating process design I'MPERFECT XCHANGE is a movement and a social project initiated by CoDesign, that encourage the participants to appreciate and embrace the imperfections in our lives and ourselves with a wide range of events.

The event located at Oil Street Art Space and people from all walks of life had joined.

TCM ideas were used in events and design process for the movement.

I’MPERFECT SYMPTOMS Workshop was a continuation from I’MPERFECT BODY & SOIL Workshop a year ago. Body signs that we might be upset about could be health alarm from the body. The activity invited a registered Chinese medicine practitioner to educate the participants developed of diseases and share some heath tips, which help participants know how to listen to their body’s needs. I’MPERFECT TEA was made with herbs planted at the herbal garden in Art Space. Tea was free but people had to write about their own imperfections on a coaster in exchange for the tea. The menu changes seasonally, to fit in the body’s needs. Besides, the tea was easy to cook and mild in taste, highly welcomed by the public. Herbal Tea was chosen to be an I’MPERFECT message medium because of herbal tea shop’s decline in the local culture. People can also exchange a little pot of herb with can food.

The eating process was designed here in I’MPERFECT TEA. Participants were required ti complete a simple reflection task before claiming a cup of herbal tea.

Both the contents are not new to public. Herbal tea could be found easily and knowledge has been written all over books and doctors are in clinics. Still, people love the way of doing because the movement provided them a whole new purpose and experience.

Events were successful because the movement’s value has echoed with the people. Participants feel belonged and have trust in its core value.

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Coca-Cola - Emotional branding Creating connection with customers, and build relationship between. To run a long lasting brand it is essential to make a brand promise to win consumers’ love and respect. Coca-cola’s centre promise is to refresh the world in mind, body, and spirit, and inspire moments of optimism; to create value and make a difference. On the design aspect, they are using copyrights, video and storytelling to engage with customers. This approach works naturally in the social media and mobile world as those platforms become distributions channels for the original content.

And, provides a venue to encourage user generate content and sharing.

THE GIFT BOTTLE “Creating magical sharing moments” When the packaging label is peeled, it ties into a festive bow.

Coca cola is celebrating the Christmas spirit with a limited design in 15 European markets in 2015. The design was promoted by huge advertisements like interactive machine, billboard, videos and public installation. According to the official figures, more than 115 million gift bottles were sold, which means 1 out of 6 Europeans bought them. It was a huge topic in social media platforms with over 1.1 billion impressions.

Share a Coke It is a summer campaign launched worldwide from 2013-2015. Coca-cola replaced its logo on the labels and replace with familiar lyrics or generic names. It gave an opportunity of self expressions for individuality. The campaign is also a catchy slogan to call for action. Consumers were encouraged to share these products with friends and family.

A lot of side activities were followed. Firstly, people can create content customisable virtual coke on their website.

Besides, they can share personal stories on Twitter with #ShareaCoke hashtag. Some user generated content would feature on the company’s website and billboards. The result was a huge success. Half a million photos were posted with the hashtag and roughly 25 million extra Facebook followers were gained.

Share a Coke: Lyric bottles Music is a universal language that help people to express feelings and sentiments. The brand took the idea and apply with their principle of optimism, giving their product some human touches with 70 positive lyrics that inspire connection. The lyrics were selected from cross-section of universal songs which appeals to diverse tastes, teenfocused, rather than greatest hits or trending tracks.

Share a Coke: Name bottles Name is a language of personal signature that define ourselves. Coca-cola picked popular names, trending nicknames and group names to print on the product. The name attracts people the desire to create or own one which relate to themselves.

Both chosen text content were universal and echoes with a lot of people with emotion because the words were originally emotional products and shared by people.

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6

Conclusion

Proposed project direction and expectation

A herbal TCM confectionery brand that focuses on younger generation, especially the depression group. The focused design directions are on creating healthy TCM confectionery options; enlightening targets with engaging experiences; and help improving social relationships of the depressed.

The proposal can benefit my client in three ways.

Attract attention from younger generation The brand tries to resonate young people and engage with their lifestyle and concerns to win their attention and trust.

Promote and encourage the spread of TCM knowledge.

Client’s events are now lacking attention from targets. Once the brand successfully reach out to the targets, the brand could assist the flow of information and help promoting TCM/ mental health benefiting activities to young people. Such that knowledge could be spread into a wide age spectrum.

Expand social influence Products could be further developed into a broader discipline, so that competitiveness and product freshness could be sustained for a longer period.

Design Problems to be solved • To suggest revised, standardised products to suit different needs of targets.

• Ensure correct language, tone and word phrases • Ways to initiate communications

User Journey and touch points

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7

Project Brief

心

堂

Introduction Healthy living has been a world trending lifestyle in recent years, and health significance of Chinese medicine has been more recognised internationally. TCM carries mental health ideas beneficial to all ages, nevertheless, the concept was less popularised and exposed to the younger generation. Meanwhile, mental health is another issue concerned worldwide but the knowledge and attitude in society needs attention. Therefore, it is an opportunity to combine two ideas for a social benefiting solution.

The project aims to create a refreshing and fun image of TCM for young adults, while addressing their concerns.

Project Statement To establish a herbal confectionery brand base TCM theories that help restore balance in mentality.

The project aims to improve the situation of the depressed young adults, help initiating communication between the depressed and the relative groups, and re-introduce TCM knowledge in an engaging way. The goal is to encourage the spread TCM knowledge, enhance appreciation of TCM in younger generation and bring importance to mental health consciousness.

Project objectives To recognise existing TCM dietary formulas and provide healthy confectionery options To improve the sensory experience of TCM products with the aid of material and alternative eating process.

To create product according to consumers’ health concerns To deliver simplified TCM ideas or contents that are relatable to young adults To support emotional needs of the depressed young adults.

To develop a system that include TCM knowledge to help people finding the right food at the right time To provide opportunities of socialising for the depressed and their relative social groups to reconnect

Project Scope Young adult is the target audience of the project, aged from 16-25, both the mentally depressed and the normal ones. Their identities are usually students or freshman at the job, who have been developing into multiple personas and carrying an increasing amount of responsibilities or burden. Some might have poor stress or health management and some might even struggling from mental diseases.

Their concern would be appearance, peer recognition, entertainment, lifestyle, skills and trends mainly. In the health aspect, they are seeking to look good and fit, stress-free moments. The solution should apply to craftsman market, or online stylish marketing sites to meet the young audience.

Design Goals The brand should offer emotional security, pose positivity and professional help to young adults in needs The brand is able to address different kinds of concerns from targets with various solution The brand attracts young adults to extend the product by sharing out on other platforms The brand help targets to understand more and exercise TCM ideas The brand improves health condition and relationships of the depressed

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8

Self-reflection This module strongly reflects how reasoning and logic is important to a successful design. I will never define myself as a logical and organised person. The process took me a lot of effort to focus and follow the plan and I am glad I made it through now.

TCM materials is comprehensive sophisticated with its abstract language and rules. The way in which Chinese ancient understand the world is another kind of thinking concept that our education system current does not put a lot of attention on. It was a nice and refreshing learning experience to read poetic language and embrace the idea by my heart in stead of my brain.

I often feel powerless on developing solutions because my vision is limited to my knowledge on modern technology development. Secondly, non-professionals cannot create any affirming solutions because of the rules between ingredientsâ&#x20AC;&#x2122; nature. The proposed solution was not affirmative to myself but it is settled. If i have more time I would try to focus on one TCM related problem instead of two irrelevant topics.

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9

References Books 訹ć&#x2DC;Ľç&#x2021;&#x2022;,&

ć´Ş. (2007),äşşć&#x2013;&#x2021;中é&#x2020;Ť, ć&#x2013;°č?Żć&#x203A;¸ĺ&#x;&#x17D;ć&#x153;&#x2030;é&#x2122;?ĺ&#x2026;Źĺ?¸

é&#x192;?ĺŽ?ĺ &#x2030;, (2007). é&#x2020;Ťç?&#x2020;ç&#x17D;&#x201E;ćŠ&#x;, ć&#x2013;°č?Żć&#x203A;¸ĺ&#x;&#x17D;ć&#x153;&#x2030;é&#x2122;?ĺ&#x2026;Źĺ?¸ čś&#x2122;寧寧, ĺ&#x161;´ć˝&#x201D; (2012). 中é&#x2020;Ť=Traditional Chinese Medicine, éť&#x192;ĺąąć&#x203A;¸ç¤ž ć&#x203A;˛éť&#x17D;ć&#x2022;?, (2005). 中é&#x2020;Ťč&#x2C6;&#x2021;ĺ&#x201A;łçľąć&#x2013;&#x2021;ĺ&#x152;&#x2013;, äşşć°&#x2018;čĄ&#x203A;ç&#x201D;&#x;, ĺ&#x152;&#x2014;亏 ĺ?łćŹŁćŹŁ, (2007). č&#x2021;Şç&#x201E;śç&#x2122;&#x201A;ćł&#x2022;ç&#x161;&#x201E;é ¸ć&#x201C;&#x2021;, ä¸&#x2030;č Żć&#x203A;¸ĺş&#x2014; é&#x2014;&#x153;垡缺, (2014). ĺż&#x192;寧çĽ&#x17E;ĺŽ&#x2030;â&#x2C6;&#x2019;â&#x2C6;&#x2019;ä¸&#x2030;ĺ? ĺ&#x2026;­é &#x201C;中č&#x2014;ĽćšŻć°´, ć&#x2013;°äşşć&#x2030;?ć&#x2013;&#x2021;ĺ&#x152;&#x2013; ä˝&#x2022;壍ć&#x2026;ś,& č&#x2DC;&#x2021;ćˇ&#x2018;č&#x152;ľ, (2005). 中č?&#x2030;č&#x2014;Ľäż?ĺ Ľĺ&#x160;&#x;č&#x192;˝ć&#x20AC;§éŁ&#x;ĺ&#x201C; äš&#x2039;ć&#x2021;&#x2030;ç&#x201D;¨é&#x2013;&#x2039;ç&#x2122;ź, ç§&#x2018;ć&#x160;&#x20AC;ĺ&#x153;&#x2013;ć&#x203A;¸ Websites CheckCheckCin â&#x20AC;¨ <https://www.facebook.com/checkcheckcinshop/> GIFT BOTTLE Coca-Cola (A.K.A. Magic Bow)â&#x20AC;¨ <https://www.behance.net/gallery/9163153/the-gift-bottle-coca-cola-(aka-magic-bow)> HungFookTong ć¸&#x2026;解飲 â&#x20AC;¨ <http://www.hungfooktong.com/tc/product.php?mc=1&cid=1&s_cid=17> Jay Moye, Share a CokeÂŽ and a Song: Summer Campaign to Feature Lyrics on Packaging, 2016, <http://www.cocacolacompany.com/stories/share-a-coke-and-a-song-summer-campaign-to-feature-music-lyrics-on-packaging> Nimjiom Products <http://www2.ninjiom.com/products/products/> 珳áś&#x2C6;ŕŻ&#x2018; ŕĽ&#x;â&#x20AC;ŤŮ&#x201E;â&#x20AC;Źä ­ á&#x152;ŻŕŹ&#x2122;ăž´ę&#x2014;&#x2021;ç&#x2019;¤ç?ş Óžč&#x2030;&#x;ę&#x2014;&#x2021;ß&#x2026;ç?šâ&#x20AC;¨ <http://paper.takungpao.com/resfile/PDF/20160703/PDF/a14_screen.pdf>

Mental Health Foundation, Diet and mental health, <https://www.mentalhealth.org.uk/a-to-z/d/diet-and-mental-health> Mental Health Foundation, Eat well, â&#x20AC;¨ <https://www.mentalhealth.org.uk/your-mental-health/looking-after-your-mental-health/eat-well> World Federation for Mental Health, DEPRESSION: A Global Crisis, 2012, http://www.who.int/mental_health/ management/depression/wfmh_paper_depression_wmhd_2012.pdf 2014 á&#x201D;&#x153;á?&#x;Ř&#x2039;ç&#x161;?ŕš&#x152;墯㯪ç&#x201D;&#x203A;ăš&#x201C;ę´Ąá&#x17D;¸çť&#x2014;ૡ֢ŕŠ&#x153;弲â&#x20AC;ŤŮ&#x201E;â&#x20AC;ŹăŹ&#x2122;Ě˝ç?&#x160;á&#x192;&#x2C6;á&#x201D;&#x153;á?&#x;Ř&#x2039;ç&#x161;?ç&#x17E;˛ę´&#x161;ę&#x2014;&#x2122;ç¤&#x161; ä ­â&#x20AC;ŤŢ&#x17E;â&#x20AC;ŹŕľšáĽ?Ěžâ&#x20AC;¨ <http://www.hkmhc.org/2014%E7%B2%BE%E7%A5%9E%E5%81%A5%E5%BA%B7%E6%9C%88%E7%A0%94%E7%A9%B6/> World Health Organisation, 2000, General Guidelines for Methodologies on Research and Evaluation of Traditional Medicine <http://apps.who.int/iris/bitstream/10665/66783/1/WHO_EDM_TRM_2000.1.pdf> World Health Organisation, 2004, Promoting mental health : concepts, emerging evidence, practice : summary report <http://www.who.int/mental_health/evidence/en/promoting_mhh.pdf> World Health Organization, updated April 2016, Mental health: strengthening our response â&#x20AC;¨ < http://www.who.int/mediacentre/factsheets/fs220/en/> World Health Organization, updated August 2014, Mental health: a state of well-being < http://www.who.int/features/factfiles/mental_health/en/ > World Health Organization, updated October 2006, CONSTITUTION OF THE WORLD HEALTH ORGANIZATION â&#x20AC;¨ < http://www.who.int/governance/eb/who_constitution_en.pdf> ć??ć&#x17E;&#x2014;ĺ &#x201A;, What Are The Seven Emotions?<http://shen-nong.com/eng/principles/sevenemotions.html> ä°Źá&#x192;&#x2C6;Ő&#x2C6;ä&#x2122;&#x201E;ç?&#x160;觜ŕˇ? ŕŠ&#x153;ŕŽ&#x17E;â&#x20AC;ŤŰ&#x2019;â&#x20AC;ŹáŻżĚż ĺ&#x20AC;&#x20AC;á&#x2039;Ą Í&#x20AC;<http://www.weekendhk.com/lifestyle/%E9%A0%90%E9%98%B2%E6%BF%95%E7%96%B9-%E9%A3%B2%E6%96%99/>

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Appendix 1: Survey Figures Online Survey Result figures of “A survey on young adults’ impression towards TCM and related consumption pattern” 1 Impression on TCM medical ideology Nearly 70% of respondent agree Chinese medicine is practical. Half of the numbers have difficulties in understanding the knowledge.

Regardless, majority do not agree it is scientific.

2 Attitude on use of TCM Over 90% are showing an accepting attitude in using Chinese medicine.

3* Audience comments on the answer in question 2. For the result please refer to page 37

4 Over six months, the majority has experiences in using Chinese medicine but there is no significant patterns observed in. It is agreed that the use of TCM is common in young adults, but 60% of respondents consume TCM less than once a month in average.

5 Most people purchase health supplement products, such as drinks and pills.

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37

6 Total score for Visual Taste Smell Touch

117 108 110 133

Even though

7 Flower has the most attractive visuality and odour, while fruit is the most tastefully attractive

8 Internet is the main source of information for young adults, following by television programmes and posters.

9 Age distribution of audience

10 Gender distribution of audience

38

Appendix 2: Interview Questions and Dialogue Records Discussion on depression: Information of Interviewee and Dialogue Records

The three interviewee 1A The student who had the mental broke down. She was diagnosed with clinical depression in her 16 year old and the event took place days later the diagnosis and treatment.

2 Ms Law A’s neighbour seat at that time. She is also a witness of A’s mental breakdown in class.

3 Ms Cheung A’s friend from other class. They do not have many interactions at that time.

Dialogue With A

Q: Shirley

A:A

Q:

Do you know your reason for depression?

A:

I would believe it is large related to my long years of irregular lifestyle since junior form. Maybe family and not satisfy with my artwork? You got ideas but you fail to realise them.We don’t talk to show love and care. ...my desire for deep relationships as I never felt deeply connected with others…it was a very very complicated matter what was in my mind back then, but it doesn’t matter much now. … Nothing do with DSE though, I’m good haha!

Q:

Can you further elaborate on what kind of irregular lifestyle you had?

A:

Not drinking enough water, eating and sleeping at irregular time. I’m so devoted to my passion and the Internet that time.

Q:

Can you describe how depression affected your relationships?

A:

I do not think depression affected anything. the name was just a marking of my volcanic explosion in ver. negative emotions of my timeline. Things were there long ago. I basically shut down myself from the outside world, I don’t feel like talking to anyone I know except 2 social workers. As I said I despised my ‘fake and insincere classmates’. Mostly wont approach me after my mental breakdown in the class. some might approached me but I still consider not truly care but only curious haha. In one word, worsening.

Q:

How did you release with your emotions?

A:

I can’t deal with that it’s beyond control. Thoughts came and messed me up then I cry until I stop then things repeat again and again day by day. But mostly I feel numb about everything, like everything is nothing, that’s numbers. Even tho I lost my appetite I still dig for desserts after crying or feeling down at school, I always felt better for a moment.

C:

… It was contradictory. I wanted their care and attention at the same time rejecting those who come near by. hmmmm I think it’s better to receive something? cards? letter? yea some objects oooh if thats the case I guess I would get so touched and cried right there and feel heaven just open the door for me. I didn't want to have conversations with them. lolololololol just saying but something except human will do good for me 90%10%? rough numbers only lolololol

39

Dialogue With Law and Cheung

Q: Shirley

L:Law

H:Cheung

Q:

Do you know the mental diseases A suffered from? What kind of symptoms or behaviours had she showed?

L:

Kind of knowing that but I don't know in details coz I didn't think it was appropriate to ask A in details at that time.

Most of the time A’s friendly, reliable, like a big sister telling Yoyo not to do this and that... But a few times I was quite panicked when A was out of control emotionally, like A suddenly cried and seemed like A wanted to be isolated. When i asked what happened A didn't seem like to reply but just want to be alone (?) I thought A got some really desperate things happening but later I heard from yoyo that it was some mental illness. I don't know what the symptom is called...

H:

其實我個陣時唔知係depression feel到唔妥但唔知係咩

Q:

What impressions or thoughts you had towards A’s condition at that time?

L:

Um.... I did try to comfort A asking something like, "What happened? Don't cry..." and pat A’s shoulder. And A replied, "I'm fine." and reacted in a way that A wanted to be alone. So I didn't bother A any further but just sat next to A and gave A tissues. At the first point when A started having such reactions, frankly I was scared. That's normal when somebody next to you who has always been optimistic and energetic suddenly changed.. Suddenly like an inferior person. Such change made me feel weird and I thought A had encountered something really frustrating. But all I felt was just weird, scared of something big happened to A, I had never wanted to avoid A because I thought A might need help, perhaps not immediate but still if I sit next to A sometime A might need help from me.

H:

講到學生既壓力通常係DSE？我想關心佢但我地又唔係同一班又冇common class 我都係

Fiona 問下A 發生咩事 唔會怕只係好擔心

Q:

Were you consciously more aware of mental health after knowing what happened to A?

L:

Definitely it raised my awareness on this kind of issue coz it was quite shocking especially I had never thought of someone sitting next to me, someone I regarded as 豪邁 (don't know the correct word in english lol) would have such situation. If something similar happens again, I guess I would just do the same, try to comfort first, and accompany them if they want me to. Coz if I continue to bother them especially when they want to cut connections like what A did, that might trigger an even worse situation, making them feel annoyed, disturbed, irritated... After all I'm not professionals so better not to react in a way that 自以為對佢地好(again, don't know the correct word in english lol).

H:

有。有時

下陌生人傾下，佢地又唔會challenge你 講完個人會幾好架

/End of Dialogue record/

40

Discussion on mental health: Information of Interviewee and Proposed questions Interviewee: Ms Ava Lee, Social Worker, 2-year-experience as social worker for mental patients and 7-year-experience as general social worker in Southern District.

1.

2.

年青人最普遍的精神健康問題包括

一些？

年齡層主要的壓力來源？

3.

常見明顯症狀表現有？

4.

對於情緒病公

5.

根據2010年 中文大學心ቘ學系 與 新生精神康䕸會「香港青少ଙ精神健康」研究牧發現「多問題」青少年尋求協助

／患者常見

誤？

意欲偏低。你認為他們通常是基於甚麼因素的考慮

？

6.

另外調查結果也顯示青少年較少主動採取對精神病患者接納性的ᤈ為牧根據

7.

有患者主動斬纜，斷

8.

假設患者情緒爆發，身邊的人應該如何反應才恰當？

9.

保持健康飲食對與穩定精神有多大效用？

10.

在飲食過程的建議？ （如環境空間，食材，速度，烹調，心態。。。）

11.

有什麼其他小方法小習慣可以幫助緩和情緒困擾？疏導情緒？

12.

患者要如何與情緒病相處？

13.

日常情況下，身旁的人可以怎樣相處才不會刺激到

的經驗你會怎樣理解和解釋？

聯繫。擔心的人可以採取什麼方法傳遞心意？

們？

Discussion on TCM: Information of Interviewee and Proposed questions Interviewee: Mr Andy Yeung, Proprietor of New Life Chinese Herb Limited 1.

請界定生藥，熟藥。

2.

生藥的藥用價值在於熟品以下

3.

生藥可否生食？

4.

生藥和熟品，除了食療

5.

藥渣還有藥用價值

6.

如何看藥渣的再使用或環保應用的可行性？當中會有毒性或其他使用問題

7.

根據五味相應五情，是否可以針對精神健康問題，例如情緒不穩和精神疲勞，而作出簡單改善或舒緩作用？

8.

藥材香氣有能力達到相應效果

9.

中藥混香草當調味料可以

？

服，兩者有其他途徑去發揮此狀態下的最大藥用效果

？

？ ？

？

？

41

Appendix 3: Events for Positioning Map â&#x20AC;¨

1.

é&#x203A;ˇç&#x201D;&#x;ć&#x2DC;Ľĺ &#x201A;ć´ťĺ&#x152;&#x2013;č&#x2C6;&#x2021;瞊診ć&#x2014;Ľâ&#x20AC;¨

2.

中č&#x2014;Ľĺ&#x153;&#x2019;厜ĺą&#x2026;中č&#x2014;Ľç&#x203A;&#x2020;ć ˝ç¨Žć¤?ç?­

Óžę&#x2014;&#x2021;ŕ˛&#x2039;ૡę&#x2022;¨ŕŤĄÖ˘ŕŁ&#x2018;

4.

éŁ&#x;č­&#x153;ć&#x203A;¸ General Recipe book could be found in libraries or book stores, providing food choices and advice

5.

ć&#x2022;&#x2122;č&#x201A;˛čŹ&#x203A;座 General talks involved with masters and professionals on specific topic or interest

6.

Iâ&#x20AC;&#x2122;MPERFECT XCHANGE â&#x20AC;&#x201D; Iâ&#x20AC;&#x2122;MPERFECT SYMPTOMS Workshop and Iâ&#x20AC;&#x2122;MPERFECT TEA Featuring TCM basic knowledge talk and seasonal tea made with herbs planted in its own garden.

â&#x20AC;ŤÝśâ&#x20AC;ŹŐ&#x152;ç&#x2019;¤ęľ&#x2020;ć&#x2022;&#x2039;á&#x2019;&#x160;â&#x20AC;¨

Ó¤çľ&#x2018;â&#x20AC;ŤŘ&#x192;â&#x20AC;Źŕˇ­á¤&#x2C6;Ő&#x2C6;ŕŁ&#x2018;ę&#x2013;Żá¤&#x2C6;ĚżÓžę&#x2014;&#x2021;é&#x2122;Šć&#x201E;&#x2020;ാ隢࡭Í&#x20AC;ç&#x2013;ťč&#x2013;Šâ&#x20AC;¨

ęľ&#x2030;á&#x192;&#x2C6;Óžč ´ä&#x2039;&#x160;ę´ĄÝ&#x160;č&#x2030;&#x;ę&#x2014;&#x2021;č?żâ&#x20AC;ŤÝłâ&#x20AC;Źć&#x2014;°á¤&#x2C6;ŕŞ&#x160;č&#x2014;¨ę&#x2014;&#x2021;á &#x161;ăľ&#x2022; To discover and learn about TCM herbs found in Hong Kongâ&#x20AC;&#x2122;s countryside under the lead of master.

42

‫ݶ‬Ռ璤̿‫ݶ‬Ռ橕䙄ᴠӾ觓̀ꔷ㵕ਯ㯽敋 With interactive games, clinical service and free gifts

11.

中藥普及展2016《環保．健康．中藥．新生活》

展覽內容：介紹常用中藥養生保健基礎知識及環保有機耕種，包括中藥飲片展覽、魚藥共生系統展覽、中藥教育攤 位遊戲、天然艾草蚊香工作坊、環保種植盆栽工作坊、肩頸鬆一鬆、免費中醫諮詢服務、中藥行業職志規劃、養生 茶免費試飲及精彩中國文化表演節目等 展 期：2016年1月10日 (星期日) 地 點：荃新天地一期商場中庭（新界荃灣楊屋道一號） https://www.facebook.com/SKHLWCHG/photos/pb.190844797633471.-2207520000.1457997155./1090074014377207/?type=3

— End of report —

43