PURPOSE OF MY PROJECT + BRAND MISSION + MOBILE APP + PROMOTIONS + CAMPAIGN FLOW + MOCKUP + EXPECTATION
“EatCult” has two meaning: one is short for Eating Culture, another one symbolises the Chinese word “溝”, which means mixing the eating habit with the healthy homemade food (私房菜) option. I want to bring this new eating behaviour into the market and provide business opportunity to the private kitchen chefs (私房菜廚師).
“EatCult” is a brand that creates a digital platform for private kitchen's chefs to quick match with their customers. The business mission is to change consumer eating behaviours through a fast and convenient delivery of private kitchen services. Eating the healthy homemade meal will then become a new habit in the young generation.
People in Hong Kong hesitate on having the healthy homemade meal because of the time cost and busy lifestyle. There are many private kitchens offer meal to cook at consumers' home directly. The customers do not want to cook at home but actually, they do like and are interested in enjoying the homemade meal. However, no existing digital platform that gathers all the information about private kitchen serving the healthy meal. Customers cannot find those private kitchens' profiles on one platform. They waste a lot of time to search for information. Also, that information is placed on different platforms. People find it hard to compare.
I understand the importance of sustainability in both my business and the society. EatCult creates business opportunities for the chef, people who love cooking and the local farming industry. I boost the demand of organic food market and enlarge the distribution channel.
It connects the public with the organic farms in Hong Kong. People will be able to enjoy the food produced by local farming then local food production can be sustainably developed. Farmed areas provide important habitat for living plants and animals. At the same time, our customers will tend to have a healthier food diet as they consume our healthy meal instead of eating out. Our meal could cater nutritions that human body needs. In this case, my project promotes sustainable development on social, economic and environmental aspects.
APP INTERFACE DESIGN + APP FLOW
How to promote the App?
Nowadays people like to watch something funny and fresh on social media platform. In order to arouse the public attention and promote our brand in the local market, I designed a series of promotion Posters, Gifs and Videos, which are humorous and interesting.
1. OFFLINE PROMOTION - PRINT ADS
I want to bring out 5 key elements of our service platform, so I have found 5 different people to represent the ideas. It shows the whole process from food choosing to delivery service. We hope to deliver a dimensional and comprehensive concept on what we are doing to all the potential market audiences.
Step1: EatCult Farmer (農夫) - Provide communities with fruit and vegetables
Step2: EatCult Buyer (採購) - Choose and buy the best food for our customers
Step3: EatCult Chef (廚師) - Prepare and cook food with private kitchen quality
Step4: EatCult Delivery Man (車長) - Provide fast and good food delivery service
Step5: EatCult Manager (經理) - Communicate well with chefs and customers
2. ONLINE PROMOTION
VIDEO ADS ON FACEBOOK AND YOUTUBE
In order to attract young audiences, I create 5 videos which used the humorous and interesting tone and manner to present the whole process from food choosing to delivery service. It also used the 5 different people to represent the ideas. It is related to the print Ads.
Story 1: EatCult Farmer (農夫) - Local & Organic (本土有機)
Story 2: EatCult Buyer (採購) - Select ingredients carefully (嚴選食材)
Story 3: EatCult Chef (廚師) - Cook professionally (用心烹煮)
Story 4: EatCult Delivery Man (車長) - Fast delivery (快速送達)
Story5: EatCult Manager (經理) - Live interaction (即時互動)
3. ONLINE PROMOTION - FACKBOOK PAGE
I designed 3 topics of contents to catch the audiences' attention on Facebook. All the gifs and videos aim to call for action to download the mobile app “EatCult”.
Facebook Page link:
Step1: Teaser Gifs - Chef introduction + Chef booking discount (星級廚師介紹+訂餐優惠)
Step2: Teaser Gifs - Team introduction + App review (團隊介紹+寫Cult評)
4. OFFLINE PROMOTION - PACKAGING
When audiences ordered our meals, we will deliver their meal with different colourful meal boxes. It means eating the fast and organic meal is joyful. The shape of the meal box is oblique which is following the brand logo shape. In the meal box, it has the app icon to call for action. Therefore, it can remind audiences to go back to App and write the chef reviews.
More shooting photos:
WINNER in Red Dot Award: Communication Design 2017
SEMIFINALIST in Adobe Design Achievement Awards 2017 - Commercial - Video Editing / Post-Production
SEMIFINALIST in Adobe Design Achievement Awards 2017 - Commercial - Packaging Design
Eatcult - FYP
Art Direction | Design | UX/UI | Production & Editing | Photography | Animation | Copywriting | Branding