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D I K O N G

MFA Design: Designer as Author + Entrepreneur

School of Visual Arts | 2014 - 2016

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STEVEN HELLER| Co-chair, MFAD

S I G N AT U R E S

LITA TALARICO| Co-chair, MFAD

DEBORAH ADLER| Advisor

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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

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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.

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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

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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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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%

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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%

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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

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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

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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.

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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

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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

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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

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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.

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S E Q U E N C E

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Model Lily Zhang

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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.

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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.

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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.

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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

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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

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M O D E R N T R A D I T I O N A L

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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

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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

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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

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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

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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>.

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<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>.

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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>.

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