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.
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.
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。
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.
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.
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.
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.
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。
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.
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.
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.
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.
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.
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.