Matthew’s Choice
馬修嚴選

 

Overview

We worked with founder Matthew Wang to create the Matthew’s Choice brand, from naming, to positioning to setting the brand’s tone, to designing the award winning packaging, all the way to the strategy and implementation of it’s touch points. Not only realizing the aspirations and goals Matthew had for his start-up, it has since grown rapidly and loved by both the public and media. 

 
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品牌概述

好點子與品牌創辦人王世煌先生攜手合作,工作範圍從品牌命名、品牌定位、包裝設計、策略擬定乃至創意執行。因為我們瞭解王先生建立品牌的遠景與目標,所以我們量身打造的品牌不但成長迅速,且深受消費者和媒體推崇。

 

Background

Matthew left the largest food company in Taiwan after 20 years of experience in the milk & yogurt drink sector. In order to realize something he had been passionate about for a while; make yogurt the right way (as a food ingredient and not healthy desert as it had mainly been previously marketed) and to help small organic & natural farming farmers in Taiwan to market their produce. We saw the potential in this market space, and a good core for branding in his belief and aspirations. 

品牌背景

在自創品牌前,王世煌先生曾在台灣最大的乳品集團工作,擁有長達二十年的業界實際經歷。王先生創立品牌的動力源於對乳品產業的熱情 – 他認為應該採用正確方式製作健康優格(尤其是在市面充斥著不健康的食品和點心時),同時協助在地有機小農行銷他們的產品。我們看見這份熱情與信念的市場潛力,將其作為溝通重點,以行銷創意發揚光大。

 

Positioning

Through a series of discussion and workshop, we came up with the 3 brand pillars; Healthy, Sustainable Lifestyle which communicated what the brand was all about. From these 3 touch points we developed the various touch points for the brand. 

品牌定位

透過一系列討論與工作坊進行,我們設定三項品牌溝通主軸:健康、永續、生活風格。從這三項主軸出發,我們發展出不同的品牌接觸點創意。

 

 

Naming 

We suggested the name Matthew’s Choice to Matthew, as it communicated not only the extensive search he goes through to choose the farm produce and other ingredients he uses. But Choice also communicates his life choice of starting the brand at this point in his professional life, and his determination to see it through. 

品牌命名

我們建議以”Matthew’s Choice”作為品牌名稱,除了這個品牌是依王世煌先生的信念而誕生,由他親自挑選農產品與食材;也因為他選擇自創品牌作為全新職業生涯的開始,這個命名能展現王世煌先生的毅力和決心。

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品牌識別

We chose English over Chinese in the design because most Taiwanese people would associate yogurt as something from the west, we felt the English characters would add to it’s authenticity and better fit with the publics expectations. Using English also allowed the brand’s easy expansion later on into foreign markets.

 

我們選擇以英文為主、中文為輔的方式呈現品牌識別,因為多數台灣民眾會將優格視為來自西方的食品,我們認為英文字母更能表現產品的真實價值。使用英文商標也有利於品牌進軍國際市場的長期規劃。

 

Packaging

Taking the sustainable brand pillar as our goal, we setup creating a packaging that would achieve this and also communicate to the public the brand’s high aspirations and the quality of the products inside. 

We applied reduce, reuse and recycle strategies to the packaging design. Reducing the printing surfaces (making recycling easier and reduce ink usage). The large size (分享號) packaging is microwave safe PP container, allowing the user to reuse it as a food storage container. They can also bring the packaging back to the store for a discounted refill. A cradle to cradle certified green material rock paper (instead of lamented paper) was used for the gift box and yogurt labels to make recycling easier. 

To reduce usage, we designed a fit-all shipping box that modularized all the products, so customers could choose freely the products they want to order, and reduce the storage needed for multiple box sizes. Another cool feature is that no adhesive was used for the packaging, another attempt to make recycling slightly easier. 

The packaging solution has won an iF Packaging Award, Golden Pin and Taiwan’s Environmental Protection Agency Green Packaging Award gold prize. 

包裝設計

「永續」是品牌溝通的三項主軸之一,也是我們設計包裝時的重要考量。這件設計必須能向大眾有效傳遞本品牌對「永續」3的堅持、熱情與高品質要求。

我們將「減量」、「重複利用」、「回收再生」三個指標納入包裝設計思維 – 減少印刷面積,以利回收工作進行、減少油墨用量。分享號包裝是採用可耐受微波加熱的PP安全材質,消費者可重複使用、作為儲藏食物的容器,也可作為環保罐,在下次來店消費時使用。禮盒包裝與產品標籤則採通過環保認證的瓦楞紙取代亮面紙材,減少回收步驟。

為達成「減量」目標,我們找到可將禮盒 / 郵寄箱合而為一的尺寸,這個尺寸能容納各種產品組合,使消費者能自由選購搭配合意商品,商店也無須囤積不同尺寸的紙箱。這項設計也可當成禮盒使用,不需另外使用包裝耗材。

這件作品榮獲iF包裝設計獎、台灣金點設計認證、台灣環保署綠色包裝設計獎金獎。

 

Photography

The product photos had to communicate the lifestyle aspects of the brand, and not just the deliciousness of the products. We also sent photographers to document Matthew’s visits to the farmers (which he did quite often). These pictures not only showed where the products came from, but the extend of work Matthew went through to make his choice for the products in his brand. These photos also became a great social media tool to keep the customers informed & engaged. 

形象攝影

好點子認為產品照必須有效傳達品牌所堅持的生活風格,而非只表現產品的美味。在進行拍攝前,我們先讓攝影師閱讀一系列王世煌拜訪農民的紀錄文件。最後呈現出來的照片不僅告訴消費者產品來源,更傳達王先生為這個品牌挑選食材的堅持與決心。這系列照片是最有力的社群媒體傳播工具,使消費者瞭解品牌內涵,進而成為品牌愛用者。

 

Videos

Videos about Matthew (talking about start-up and where he is at) and his Choice (the process of the farm produce used), with Matthew introducing the collaborating farmers, telling their stories and introducing their produce. 

影音製作

好點子所製作的影音主題,內容為王先生創立品牌的心路歷程,他如何以專業經驗挑選農產品,並由他介紹品牌合作農場與農人,我們選擇以故事行銷來介紹產品。

 

WEBSITE

We created the strategy and designed the brand website, yogurt recipe blog, Matthew’s personal blog and the brand’s Facebook page as the brand’s web ecosystem. In order to keep the customers informed and offer resources. 

網站建置

我們擬定品牌策略,據此打造品牌網站、優格食譜部落格、Matthew’s Choice個人部落格、FB品牌專頁、品牌資源回收網頁。使消費者能掌握相關訊息,提供消費者最佳資源。

 

Content

We planed and launched the Green Book, which is part magazine, part detailed product catalog. It is a communication vehicle for Matthew to share more deeply his beliefs and the stories of the collaborating farmers. To reduce paper waste, the Green Book was sold (with rebates) and not given away freely. 

品牌內容

我們為品牌規劃發行綠皮書,這本內含型錄的刊物主要目的為傳遞王世煌先生的理念、他集結優質農產品的方式。為減少紙張浪費,這本綠皮書不對外贈送而採用銷售方式,但販售金額可在購買產品時退回。

 

Space Planning

We proposed that the brand’s stores should not just sell the products, (because with the limited products in the beginning, this could be achieved by putting the products on shelves). Instead the stores should be brand embassies, where customers can come in, learn about the story of Matthew, and that of the collaborating farmers, and try the products. This strategy proved very effective in communicating the depth and breadth of the brand.

品牌空間設計

我們認為這個品牌的空間不只是為銷售產品而生,因為在品牌創始初期,產品種類不多、如果只是要進行陳列銷售,產品都放在架上即可。品牌空間必須擔負傳遞品牌信念的任務,消費者必須在其間看見品牌理念與故事,感受品牌帶來的生活風格,實際試吃產品。良好的品牌空間設計,能讓消費者瞭解品牌深度、感受品牌脈動。

 
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Conclusion

We are excited and awed by the public’s reception of the brand, and the respect it has garnished. We felt we have help Matthew launch a really individual and personal brand that has much deeper roots and depths then most new food start-ups. He has also been a great partner, receptive and supportive of our sometimes crazy ideas. 

結語

在品牌上市後,大眾對於這個品牌的推崇與喜愛使好點子感到非常振奮。我們確實幫助王世煌先生催生一個與眾不同、具有深度信仰品牌。王先生也是一位非常棒的企業夥伴!他總是尊重支持我們的創意,即使這些點子有時確實相當瘋狂!