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32
D I K O N G
MFA Design: Designer as Author + Entrepreneur
School of Visual Arts | 2014 - 2016
54
STEVEN HELLER| Co-chair, MFAD
S I G N AT U R E S
LITA TALARICO| Co-chair, MFAD
DEBORAH ADLER| Advisor
16
0 3 I N T R O
5 6 T H E M A R K E T
7 4 C L O S U R E
1 3 S O L U T I O N
4 8 T H E B R A N D
Backstory
Culture Relevance
Audience
The Problem
Competition
Market Size
Business Model
Road Map
Ancillaries
Initial Phases
Bibliography
Next Step
Executive Summary
Prototyping
Product Description
Product Display
Visual Strategy
Palette
Typeface
Logo System
Pattern
TA
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F C
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32
Two years ago, I was about to gradute from my college. In the last year, I was super busy with school classes, undergrad thesis project, preparing for English test, portfolio redesign, internship works, and even acting in an drama as leading actress, and never went back to my dorm before 2 am. Everyday, I was carzed with work, and always forgot to eat. And no surprise, I got Gastroenteritis again, which happened couple time to me before. So, no wonder, I went to hospital, took infusions, injections and pills. I thought the illness would gone after 2 weeks. But, I was wrong. My stomach still hurt some time, and the only I can do is to squate on the ground and wait till the pain vanished. I feel so frustrated, and finally realized that no matter how many things I achieved, without a health body, I could not even control my life.
So I turned to Traditional Chinese Medicine (TCM), and it has been around for thousand of years and been proven that the various natural healing methods that can help people resolve their health issues without harmful side effect.
But it took a while, like 2 months, that I found out that my stomach doesn’t hurt that often and badly. Looking back at that time, I feel very grateful for TCM, but my experience of taking it could be improved a lot.
BA
CK
ST
OR
Y
Traditional Chinese Medicine3
INT
RO
Bac
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ultu
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elev
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Aud
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Patients need to see a doctor first. Then doctor will give him the prescription of herbal combination for one week use. Next, patients go to get the amount of herb in pharmacy. Take it back home, boil them in a clay pot more than 2 hours and extract them into a drink. Or, they can purchase the extraction service in the hospital and take 14 medicine extraction pouches back home. And consume that 2 times a day.
DOCTOR HERB
1 . P R O C E S S O F U S I N G H E R B A L M E D I C I N E
2 . O P P O R T U N I T Y
EXTRACT DRINK
1 2 3 4
2013 there are more than 430 million patients go to see doctors of TCM hospitals in China. In people’s mind, TCM is one part of the traditional Chinese culture. People have the same view of TCM for thousands of years.
However, this is not the excuess of limiting us of developing and improving this precious traditional industry.
4 3 0 M I L L I O N S O F T C M U S E R S
IN 2013, CHINESE POPULATION1360 MILLION www.data.stats.gov.cn
5C
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Traditional Chinese Medicine (TCM) is a broad range of medicine practices sharing common concepts which have been developed in China and are based on a tradition of more than 2,000 years, including various forms of herbal medicine, acupuncture, massage, and dietary therapy. TCM focuses on strengthening the body’s defenses and enhancing its capacity for healing and to maintain health.
C U LT U R A LR E L E V A N C E
In this pitch book, all of the TCM mentioned means herbal medicine.
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76
5.2 MILLIONFemale Patients
Age 18-40,who live in Beijing City.
Use TCM more than 2 weeks per year.
Prefer to get herb extractions from hospital rather than cooking by themselves.
Feel overwhelmed by the entire experience.
58.4%
78.3%
63.9%A
UD
IEN
CE
7
In a large group of modern citizens, who have high education, traditional Chinese medicine have bias of TCM as Superstition. Thus most of them would like to use either capsules and pills, or get more exercise than go to see a doctor. To educate the millennial that TCM has high efficacy and is trustworthy is the responsibility of everyone in the Traditional Chinese Medicine industry.
More and more patients rather taking risks of trusting hospitals to extract herb than using more than 3 hours a day to extract herb at home. In this modern society, people enjoy the easy life styles and would like to pay for all conveniences.
Research shows that in summer more than 80% patients pay extracting medicine in hospital, in winter around 60%. Based on this, we can easily understand how important is the packagings design of pouches affect TCM users.
中药( S U P E R S T I T I O N )( T R A D I T I O N A L C H I N E S E
M E D I C I N E / T C M )
4 . P E O P L E ’ S A LT I T U D E T O WA R D S T C M
3 . E A S Y L I F E S T Y L E
80%Patients prefers to more pay for the prepared medicine
WINTER SUMMER
60%
6C
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98
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Imagine, everyday, you come back home in the evening and use 3 hours to prepare and boil your herb combination. It smells terrible, and even worse, the smell will leave in your house for a long period.
Patients have the choice to choose the extracting service from hospital. However, the extracting quality is lower than the home-made ones. On the other hand, in general, it takes more than 5 hours for patients waiting for their herbal extractions.
Boil Herbs 3 Hours Everyday
01.
02. Low Extracting Quality & Waiting Long
“The remedy is worse than the disease.”
- Francis Bacon
8T
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PR
OB
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1110
What hospital offers normally is a big plastic bag with a bunch of messy pouches, which lacked important information on how to take the medicine correctly.
Each morning and night, patients have to pour the bitter medicine into a bowl and drink it. The smells and tastes is really terrible. From my own perspective, I never finished my herbal medicine, which is the reason why it always took me longer time to cure. These horrible senses add abhorrent feelings to the overall remedy.
Messy & Lack ofInformation
Drink Bitter Herb Medicine Twice Everyday
03.
04.
TH
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BL
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1312
Danchu is an online Traditional Chinese Medicine (TCM) pharmacy that offers accessible, reliable and delightful herbal remedy experiences. We prepare, package and deliver weekly doses of herbal remedies to our patients.
EX
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Prot
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Prod
uct D
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ay
1514
Through these thousands of years, TCM plays a really important role in Chinese people’s life. However, everyone awares of the great benefits with the overwhelming and terrible experiences in the same time.
Danchu Pharmacy aims to solve the most important existing problems in the market and bring healthy life styles to today’s Chinese women with expertise and care. We offers clear labelling system to all ou r medication packagings, a delightful candy within each pouch to cleanse palate, innovative kit to organize pouches in morning and night sequences, then deliver the one-week use kit directly to our patients. Danchu also encourages everyone to embrace a refreshing lifestyle by updating well-being blogs including nutritious recipes, traditional beauty treatments and fun facts of exercising.
By doing these, Danchu believes in that we could rebrand Traditional Chinese Medicine in Chinese people’s mind and shape a better way to bring the traditional wisdom in our modern lives. Relieve bias, suffering and disappointment during the whole herbal remedy process, while bring healthier and better lives to our patients.
Product Image
PR
OD
UC
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CR
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ION
15
SKETCHING
MODELLING
PROTOTYPING
PR
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FR
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The pouch is designed to be hold easily by women’s hands, which helps patients to squeeze out bitter medicine faster.
Patients can heat each pouch by using microwave oven or soaking it into hot water, then tear the top part off and drink the medicine.
P O U C H D E S I G N
20 2121D
ET
AIL
S
20M
OR
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G &
EV
EN
ING
PA
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AG
ING
2322
After patients finish every drop of the entire dosage, they can flip the pouch to take the candy as a reward of taking medicine. This design encourage patients to finish all of the drink to ensure the remedy efficacy.23
DE
TA
ILS A D H E R E N C E
The number on the back indicates the duration of using herbal medication. In general, there are fourteen pouches come with one packaging box, and Danchu helps patients to organize herbal medication and their long-term remedy experience in a better way.
22
3
4
N U M B E R
S E Q U E N C E
2524 25P
HO
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OF
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Model Tongtong Wu
Model Yafei Wang
FL
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Model Starc Fu
Model Lily Zhang
2928
The packaging box is designed to organize pouches and take out them easily. Patients can see their important personal information clear every time when they take out pouch from this box. Meanwhile, the number on the back of each pouch will show to patients through the mouth.
29P
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We deliver the medicine for free within 5 miles from Danchu Pharmacy warehouse store. And send out our products to everyone in the city through cooperation with other city express companies.
36D
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D E L I V E R D I R E C T LY
T O Y O U R D O O R
3938
MO
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HO
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. Res
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Web
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Des
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4140
MO
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SC
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4342M
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TIM
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Danchu Pharmacy encourage patients to embrace a healthier lifestyles by posting blogs weekly include nutrious recipes, traditional beauty treatments and fun facts of exercising.
DE
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LA
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W E B S I T E
5150
V I S U A L S T R A T E G Y
PA L E T T E
CMYK 5 4 6 0
RGB 240 238 230
CMYK 0 83 83 1
RGB 232 72 57
CMYK 82 75 49 37
RGB 51 52 80
CMYK 8 25 56 1
RGB 216 169 101
Reliable
Accessible
With Care
Elegant
Logical
Clear & Bold
Warm
Delicated
D E S I G N D R I V E R S
B R A N D C H A R A C T E R I S T I C S
Danchu aims to provide every TCM user a reliable and accessible labelling system to read the instruction on the back of each pouch with elegant and easy feelings.
The Danchu color palettes is comprised of traditional Chinese cultural, formal colors with light warm grey.
T Y P E F A C E / O P T I M A LT S T D
Roman
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890
Moodboard SelectionTy
pefa
cePa
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Pale
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yste
mT
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BR
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DV
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y
5352
LO
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/ H
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AL
From the brand characteristics, the target audience are actually more looking for a trustworthy and friendly pharmaceutical brand. On the other hand, I’m creating this brand for modern women. So the elegant typeface will bring this brand closer to my target audiences.
Thus, I created this serif Chinese type with less decoration and powerful stokes to represent the true personality of Danchu. The leaf takes the place of the dot which suggests the high-quality herbs we are using for our patiences.
Typography Sketches
52L
OG
O S
KE
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L O G O D E S I G N
5554
7.5 inch
5 in
ch
PA
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/ P
AC
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G B
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LO
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/ V
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5756
8.2
inch
2.4 inch
PA
TT
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NS
/ I
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UA
L P
OU
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2.5 inch
6 in
ch
PA
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/ P
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BA
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5958P
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7.5
inch
7.5
inch
0.25 in
1 in
ch
3.5
inch
3.5
inch
5 inch
6160
M O D E R N T R A D I T I O N A L
R E L I A B L E
E F F I C I E N TC
OM
PE
TIT
OR
S
Com
petit
ion
Bus
ines
s M
odel
Initi
al P
hase
Part
ners
Mar
ket S
ize
Anc
illar
ies
TH
E M
AR
KE
T
6362
430M
5.2MFEMALE PATIENTS
IN BEIJ ING
TCM USERS IN CHINA
MA
RK
ET
SIZ
E63
During these years, with the crazy development of e-commerce, people get more used to an easier lifestyle, meaning, they would love to shopping online and waiting for products or services come to them. Meanwhile, there’s a huge concern about whether the products selling online are qualified enough or are exactly what people looking for.
Thus, Danchu offers easier methods for patients to understand and control their herbal medication, while differetiating from other competitors. We aim to provide everyone a delightful herbal remedy.
C O M P E T I T I O N
6564
W E B S I T Ewww.thedanchu.com
YouTube, Vimeo
@thedanchu
V I D E O
I N S T A G R A M
65A
NC
ILL
AR
IES
O P P O R T U N I T Y
30% $42.7
1% of Total Audience Using Week
Initial potential profit
xAverage cost of TCM per weekAverage Margin
$2,664,480
http://www.stats.gov.cn/ztjc/ztsj/hstjnj/sh2009/201209/t20120903_73085.html
0.1M 2 xx
OP
PO
RT
UN
ITY
64
6766
B U S I N E S S M O D E L
P H A S E 1 / 2 0 1 7
Become A Certified Pharmacy
Test All Herbs
Cooperate With 2 Reliable Herb Distributors
Launch in Beijing City, Haidian District
Reach 5000 Patients in the First Year
Fill 3000 Orders Each Month
Cooperate With Insurance Company
Prepare For Campaigns of Organic Herbs
Ensure Lower Price
P H A S E 2 / 2 0 1 8
67B
US
INE
SS
MO
DE
L
P H A S E O N E ( 2 0 1 7 ) E X P E N S E S
VA R I A B L E C O S T S
R E Q U I R E D R E V E N U E
T O TA L F I R S T Y E A R C O S T S
Total Pilot Income:
$207,300¥864,280 (Chinese Yuan)
Founder
Licensed Pharmacist
Part-time Blogger
Insurance
Legal
Rental
Extracting Machine
Furniture
Herb (~200 Kinds)
Delivery (Cooperation)
Advertisement
Pouches
Candy
Website
25% - 35% Margin
$18,000
$18,000
$5,000
$2,000
$2,000
$4,000
$2,500
$1,000
$150,000
$4,000
$500
$1,800
$140
$500
$133,324
-$73,976
PH
AR
SE
ON
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EX
PE
NC
ES
696868P
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EN
TIA
L P
AR
TN
ER
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7170
B I B L I O G R A P H Y
B O O K S
D A T A B A S E
A R T I C L E S
Norman, Donald A.. Emotional Design. Basic Books, 2005. Print.
Norman, Donald A.. The Design of Everyday Things. Basic Books, 2013. Print.
Millman, Debbie. Brand Thinking. N.p.: Allworth, 2011. Print.
Burns, David D. Feeling Good: The New Mood Therapy. New York: Morrow, 1980. Print.
Thiel, Peter A. and Blake Masters. Zero to One: Notes on Startups, or How to Build the Future. Crown Business, 2014. Print.
PRC National Statistics Office -中华人民共和国国家统计局 www.stats.gov.cn
“Proposals for the revitalization of China’s pharmaceutical industry” Promoting Democracy Central Committee. 2 Mar. 2015. Web. 17 Sept. 2015.
<http://www.mj.org.cn/mjzt/2015lh/2015-03/02/content_172837.htm>.
Smart Pharmacy Extracting Medicine + Free Shipping - Excellent Internet + Business Media - Bo Mutual Network. Southern Daily. 26 June 2015. Web. 20 Nov. 2015.
<http://bohutmt.com/yiliao/379.html>.
Sturgess, Donna. “Emotional Connections with Brand Packaging.” Emotional Connections with Brand Packaging. GCI Magazine, 06 Feb. 2013. Web. 07 Nov. 2015.
<http://www.gcimagazine.com/business/manufacturing/packaging/Emotional-Connections-with-Brand-Packaging-190073481.
html>.
BIB
LIO
GR
AP
HY
Bib
liogr
aphy
CL
OS
UR
E
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Saxelby, Lee. “Packaging Design, Lets Get Emotional.Packaging Design Agency, Brighton.” Packaging Design, Let’s Get Emotional. Flipflop Design, 12 June 2014. Web. 20 Nov. 2015.
<http://www.flipflopdesign.co.uk/flipflop-design/packaging-design-emotion/>.
Mininni, Ted. “Appeal to the Subconscious through Package Design.” Appeal to the Subconscious through Package Design. Packaging World, 07 Feb. 2014. Web. 19 Nov. 2015.
<http://www.packworld.com/package-design/strategy/appeal-subconscious-through-package-design>.
Heller, Steven. “Unwrapped: The Subtle Joys of Food Packaging.” The Atlantic. Atlantic Media Company, 05 Aug. 2015. Web. 01 Dec. 2015.
<http://www.theatlantic.com/entertainment/archive/2015/08/marks-spencer-whole-foods-packaging-design/400340/>.
Deng, Xiaoyan, and Raji Srinivasan. “When Do Transparent Packages Increase (Or Decrease) Food Consumption?” (2013): n. pag. Journal of Marketing. Web. 02 Dec. 2015.
<http://sites.utexas.edu/raji-srinivasan/files/2013/02/When-do-transparent-packages.pdf>.
BIB
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HY
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