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BRIEF Designing a corporate identity and a website for people living in Shanghai to order online organic food from organic farms working in and around Shanghai.


RESEARCH GOALS • How is a organic farm working? • Where are the farms? • Who is the farmer? (His needs, wants and his position in the society) • What are the social and institutional barriers for the farmer? • Needs and wants of the consumer? • Competition? Comparison to other online ordering food websites. • Understand relationship between farmers and buyers. • What payment system could work? (Online-payment-systems are tricky in China)


ON FIELD RESEARCH We went to one of the organic farmer already involved in the process of selling boxes of organic vegetables and delivery at home of the costumers.

Pan Tao visit www.ecolandclub.com


ROOT DEFINITION We are creating a system connecting farmers to customers by designing a organic-food-ordering-website in order to increase trust in food.


CURRENT PERCEPTIONS

GLOBAL

CHINA

LOCAL ‘SHANGHAI’

+UPDATING SOCIETY BASIS, FOOD BUYING 3.0 +HIGH INTEREST, MORE CONCIOUSNESS +EDUCATED PEOPLE WANT SAFE FOOD +ZEITGEIST +COMPANIES TAKING ADVANTAGE +NO REAL ACTION +NO TRUST, TOXIC SOIL\WATER +MEAT VS PLANT, CONFLICT +EXTERNAL IMAGE IMPROVEMENT +AVIABLE JUST FOR THE 20% OF THE POPULATION +NO TIME +WILL TRUST SERVICE, LOTS OF EDUCATED AND AWARE PEOLPE +POLLUTION AWARE

TARGET /COSTUMERS

+SUPPORT +CARE ABOUT ENVIORMENT +NON-SELFISH APPROACH +CONCIOUSNESS

PERSONAL

+WE ARE USE BACK HOME +SET PRIORITIES +CONCIOUSNESS

FARMER

+HAPPY +EVERYTHING ALREADY SET UP +MORE ATTENTION +LESS STRESS

INFORMED PERCEPTIONS

RESEARCH

In poor enviorment organic food it’s natural. In industrialized areas we need it for the poisons that we spread around.

+SOMETHING THAT WE NEED +FORCE FORWARD SUSTAINABILITY

The fast economical and population growth force the production in a mass way and the concept of organic food is lost.

+CARE ABOUT ORGANIC FOOD CERTIFICATION +COSTANT GROWTH

To have an positive impact on the environment 90% would be willing to spend more money for organic food.

They really care about a healthy life, feeling bad about the Shanghai environment, really want organic food.

-

A successful and gratify way of living.

+PEOPLE SEARCHING FOR INFORMATION +INTEREST FROM THE MIDDLE CLASS

+LOOKING FOR NEW SERVICIES

+WE ARE USE BACK HOME +SET PRIORITIES +CONCIOUSNESS

+PUT HUGE EFFORTS -CAN’T CARE ABOUT TO MANY TASKS


IDENTITY CONCEPT After lots of sketches and getting to know our main stakeholder, the farmer, we felt ready to design the logo. We combined an M for market with the heart, symbolizing the passion of every stakeholder for organic food. Because of the leaf the heart switches in his appearance between fruit and heart to catch the viewers attention. The heart can be used to show amazing pictures related to the organic food, or to categorize for instance between different areas of food.


1st PROTOTYPE AND EVOLUTION


ONLINE SURVEY Half buy food online as well, snacks, milk, foreign imported food, beverages, fruits, instant noodles. 40% do not trust buying food online but 60% do. Everybody heard of organic food before. Everybody would like to visit a farm where organic food is grown. Food quality is important for everybody.


EXPERT CONSULTANT Scott Ballantyne is engaged into entrepreneurship and marketing, so he knows how to sell and get peoples attention. For six years now he is in Shanghai, so he could tell us how chinese people use websites and think about organic food. Be better in distribution and marketing than the farmers are. Only 1 box with four different sizes and prices. Combine website and interactive map, farms and hubs could be showed as well. Use website combined to map to create a community. keep it as simple as possible, focus on selling the box, like Amazon only one opportunity to click.


SHANGHAIFARMERSMARKET.CN

HOME

HOME

FARMERS

E-SHOP

ORGANIC FOOD

EVENTS / NEWS

INFOS TEXT

INFOS TEXT

INFO / STORYTELLING

LOG IN

SING IN

‘LEARN MORE’

PICS FARMERS

PROMOTIONS

ORGANIZATIONS LINKS

TYPING

TYPING

BOXES PICS

ABOUT CONTACT PARTNERSHIP LOGOS VIDEOS PICS GROWING

POP-UP FARMER DETAILS

SING IN

TOOLBAR

REGISTRATION PAGE PRESONAL INFO

POP-UP BOXES DETAILS

USER INFO BOX

PICS VEGETABLES LOCATION

CART

BUY A BOX


THANKS.

Luca Lanotte & Fabian Schrรถbel

for more info visit: http://organicfoodshanghai.tumblr.com/


Shanghai Farmers Market