13 WEEKS / BRANDING STRATEGY
和其正2.0 is a comprehensive and farsighted brand strategy created by going through an extensive research process consisting of STEEPX Trends, SWOT & Strategy Canvas/ERRC grid, and identifying consumer archetypes and user insights while developing hundreds of “what if” opportunities. This brand strategy explores the macro trends, business opportunities, and design development of how 和其正 (HeQiZheng) as a brand can contribute to the human wellness by offering sensory adventure, customarily health service that heavily relates to Chinese regimen approach.
When- 2021.03 (Under Quarantine)
What- Branding Strategy
Where- LA, ACCD
BRAND INTRODUCTION
品牌介绍
“Promote bearance and moderation, also advocating harmony and peace.”
HeQiZheng sells herbal tea as it’s main product. It mother company focus on food and snacks. HeQiZheng’s target customers are varied in different age groups. Wanting to motivate the product as a healthy berverage that lower the inner heat in TCM.
The Brand's obstacles
品牌困境
Two big herbal tea brand’s law suit has caused the whole market sinking. Also, with some of new traditional medical brand. HeQiZheng has facing a huge red sea competition currently.
01
Fierce competitions
HeQiZheng Identity is trying to follow the brand WangLaoji’s language and got mixed up in the marketing process.
02
Lack of own identity
With the uprising of many healthy drink brand. Herbal tea has become the less popular choice for most of the populations who wants to be healthy.
03
Downfall Market
STEEPX TREND RESEARCH
STEEPX 趋势分析
Teleheath and Telemedicine flourish
Stronger and more robust mobile network and infrastructure, heavy usage of cloud, and exploration of smart solutions for companies have helped usher in a wave of digital transformation in the healthcare industry. The telemedicine market is expected to hit $185.6 billion by the year 2026.
—A study by E. Glenn Schellenberg at the University of Toronto at Mississauga, as published in a 2004 issue of Psychological Science
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Hard working enviornment for TCM practitioner
Holistic health choice from all sources
The total number of TCM physicians in the country was less than 600,000 by the end of 2018, with the vast majority working in public TCM hospitals. In addition, only 90 national medical masters and 3,311 national famous TCM doctors have been evaluated,
The global complementary and alternative medicine market size was valued at USD 82.27 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 22.03% from 2021 to 2028.
—NAMM survey conducted in January-February 2015
-Top 4 Emerging Trends Impacting the Musical Instrument Market Until 2020: Technavio
Uprising on acceptance of Traditional Chinese Medicine
TCM health care literacy in the total population. The average level of TCM health care literacy among Chinese citizens in 2020 was 8.55%, that is, nearly 9 out of every 100 people aged 15-69 had basic TCM health care literacy,
—Lynn Kleiner, founder of Music Rhapsody in Redondo Beach, CA to Parents online
Elevated home cafe/ AI created food
Escape urbanism
The global complementary and alternative medicine market size was valued at USD 82.27 billion in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 22.03% from 2021 to 2028.
The pandemic and the ease of videoconferencing applications like Zoom, BlueJeans and Microsoft MSFT +1.5% Teams helped to accelerate this trend, but electric aviation will lead to profound changes in the urban landscape in ways that few expect.
—NAMM survey conducted in January-February 2015
-Top 4 Emerging Trends Impacting the Musical Instrument Market Until 2020: Technavio
Framing Questions
核心提升
How might we empowering tailored healthy lifestyle in order to push for a harmonious community?
NOW INTRODUCE 和其正2.0
STRATEGY PROCESS of
Why Chinese Medicine?
NOW INTRODUCE 和其正 2.0
Value proposition
HeQiZheng provides you with delightful free-spirits mindset to create the customarily healthy lifestyles and sensory adventure. We aim to affiliate culture, socially responsible, and insightfully inclusive.
Brand attributes
品牌属性定义
Culturally Affiliative
文化归属感
We ensure customer a sense of belonging to the brand by applying inherited history and culture to ensure the authenticity of the product.
Delightfully Free-Spirited
上扬不服输
We, ensuring a piece of pure land for our users, by maintain a young mentality and a unique personality, fight back against the modern social pressure and rhythm.
Sensationally Adventurous
多元感官性
Keep explore and innovate based on the origin taste has always been our intention. We guarantee we will provide users passion and excitement moving to the next dimension experience.
Insightfully Inclusive
温暖人情味
We are empathetic and inclusive. We care for the wishes and health of any group, and taking care of the community from their perspective.
Socially Responsible
社会责任感
HeQiZheng vision the harmony relationships between nature is key to push the development on mankind. We promote the well-being of society and the environment while lessening negative impacts on them.
Customarily Healthy
自定义健康
We respect everyone's choices regarding health. We are obligated to improve the health of society, benefits people, and create an optimistic healthy community.
System structure
服务内容定义
01 Platform
平台服务
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Main page
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Instructions
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Online appointment
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Online survey
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Multi-variety of products
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Wireframe Ideation
Personal Device manager
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Log in page
The main page are compose with the essence brand color to keep cultural authentically.
Personal schedule
The App will provide user with their schedule according to their regimen routine.
Remote time set up
Personal feed
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Herbal express machine set up
The app can control the devices away from home to make their usage have more flexibility.
Meditation program
The app also provide user with different type of meditation program.
Meditation Program in 2030
02 Subscription pack
订阅服务
The subscription package uses the user's DNA and body health information to create a health and wellness package that is unique to the user. The package offers a wide variety of modular blocks, depending on the product.
Overall container
The whole package will sent to user in weekly basis.
Additional external use product
Products that uses the herbs as the main component. For example, essence oil, hand washing soap, etc.
Capsule container
The herbal capsule will be formulated by user's DNA. The user could easily drop capsule into the machine.
Fresh herbs package
The pack will include dried up herbs to satisfy extra level of needs on TCM.
Tradition+ Simple vector IP
HeQiZheng Plan to associate traditional chinese paper cutting style into the mordern animation character, to keep the design cultural affiliative and delightful.
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03 Product lines
产品
01. Smart Herbal Expresso Set
中药机
vr-记得冒烟
The smart helrbal expresso set saves times for people with busy lives for cooking healthy herbal soups. The machine includes auto-drop ingredient function, advance setting of heat level, cooking time and temperature control. The expresso saves user's operational difficulty and makes the tedious process of cooking healthy herbal soup easy.
Smart Herbal Expresso Set
DESIGN OBJECTIVES
Smart schedule set up
The design should satisfy user's need on saving time and give flexibility to how user could interact with the design.
Tailored Recipes
The design should allows different needs by the user and function with no differences.
Hands free on instruction
The design should reduce many thresholds and simplify the difficulties for user to operating the machine and completing their goals.
OBSERVATION
KEY DESIGN ELEMENTS
COLOR PALLET
VISUAL BRAND LANGUAGE
PATTERN
FORM
IDEATION AND FORM DEVELOPMENT
USER SCENARIO
Set up the power of fire in different time marks
Set up the ingredient with the order
PRODUCT DETAILS
Pre-set up on ingredient
The machine will guide user to put the ingredients for cooking the soup in the order they should be dropped.
Automatically ingredient drop down
The machine will guide user to put the ingredients for cooking the soup in the order they should be dropped.
Lightness
The machine can be pre-set up and also adjust when user is away from home. This function will allow the soup to be cook always at it perfect temperature.
Temperature control
Temperature
Water level
UP/ADD
Main menu / Affirm
Down/Decrease
Time
The head can be adjusted in a 180 degree expand.
Angle adjustment
The head can be adjust it's height for easier set up and change of utensils.
Height Adjustment
Water tank
The back of the cover has a space for where the water and waste water will be stored.
Ingredients order drop-off
The order of how the ingredients will be dropped into the pot and cook automatically can be set up by user using this chamber.
Seal adjustment
The head for where the herbs drop down can be adjusting by turning the nub.
02. H-1
H-1 is a device that combines eye massage, virtual meditation, and neck massage function in one. The device allow users have multi-sensory experience through enjoying the essence of Chinese regimen routine.
H-1
DESIGN OBJECTIVES
Immersive Experience
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Muti-sensory Adventure
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
Intuitive interaction
Platform provides: network diagnosis, offline static activities, machine affiliated services, appointment services, etc.
FORM IDEATION
1st module:
Virtual meditation and Eye Massager
2nd module:
Neck Massager
USER SCENARIO
Tom feel exhausted after a long day of work
Tom assembled the vr massaging module to his model H-1.
Tom opened up the cap and drop feel drops of essence oil
Tom them enjoy the immersive experience of herbal meditation
Tom them enjoy the multisensory experience of relaxation
Tom got serious neck pain because 10 straight hours of working.
Tom install the neck massage module to his Model H-1
Tom takes down the straps and hang the device around his neck
PRODUCT DETAILS
Virtual meditation and Eye Massager
Neck Massager
Aroma Meditation
User could put herbal oil essence into the device and the steam of fragrance will emit to calm user while meditating.
User would use the touch screen on both sides of the device to interact in the virtual world.
Side touch screen
Example of interface in the device
More options
More options
04 Regimen Hall & Space
环境空间
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HeQiZheng medi space provdie the final piece puzzle that connects the multi sensory experience on each individual user’s regimen journey.
1st Floor
The design of the first floor is mainly inclined to the consultation desk and the resting environment, and the design theme is inclined to the New Chinese classical style. The main design style of this floor aims to let users start to have a relatively quiet mindset in advance.
2nd floor
The environment on the second floor mainly provides a space for people who are interested in Chinese medicine to get their medicine, and also provides different classrooms about herbs, tea, and static activities.
3rd floor
The purpose of this layer is to provide fresh herbs food therapy for customers to experimental different ways and ingredient that good for their health.
4th floor
5th floor
The purpose of this layer is to provide fresh herbs to the venue and give users an environment to disperse outside. This floor can also give some users who are interested in outdoor meditation, gardening activities an opportunity to perform.
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The purpose of this layer is to provide fresh herbs to the venue and give users an environment to disperse outside. This floor can also give some users who are interested in outdoor meditation, gardening activities an opportunity to perform.
1st Floor: Lobby, herb counter
2nd Floor: TCM clinic
3nd Floor: Herbal Restaurant
4th Floor: Meditation Classroom
5th Floor: Roof top
