Tian Yuan Xiang
Tian Yuan Xiang Offical Website / Mobile Application
Starting from product highlights, we created a digital platform that balances brand image and sales
- # Brand E-commerce
- # RWD Website
- # Mobile Application
Redefining the brand image and standardizing the shopping experience across all major official platforms.
Tian Yuan Xiang is Taiwan's first premium brand specializing in chicken essence, dedicated to offering products suitable for various consumer groups. Since its founding in 2005, Tian Yuan Xiang has expanded its product lines and opened physical and digital channels in Japan, Singapore, Hong Kong, Macau, and more.
This collaboration between Tian Yuan Xiang and Fruition aims to revamp and standardize the digital experience across the 'EC official websites' and 'official apps' of different countries. The goal is to optimize the overall shopping flow while showcasing the diverse product features and the refined brand image.
Goons Design’s role
- Website / App Redesign Strategy
- UI/UX Design
- RWD Front-end Development
Focusing on product value,
shaping brand uniqueness.
Unlike other chicken essence brands, Tian Yuan Xiang incorporates the traditional Chinese medicine concept of 'personalized nourishment,' developing various chicken essence products infused with Chinese medicinal herbs in collaboration with TCM consultants. Tailored to different lifestyles and life stages, the brand offers diverse health solutions for different consumer groups.
However, in the past, Tian Yuan Xiang's various platforms lacked a unified approach to communicating the brand's unique features and product advantages, making it difficult to convey a consistent brand image.
n this redesign, Fruition focuses on Tian Yuan Xiang's product characteristics and philosophy, enhancing the differentiation from other chicken essence brands through a product categorization approach based on consumer groups and curated pages. Design details incorporating Chinese medicinal herbs and natural materials are used to inject warmth and vitality into the previously cold online shopping experience, highlighting the unique essence of Tian Yuan Xiang.
How can we reveal marketing and product information while building a refined and warm brand image?
Besides conveying the brand image, one of the key tasks for Tian Yuan Xiang’s official platform is online sales. With diverse marketing activities, there may be 2-3 different promotions running simultaneously.
To balance the need for 'revealing marketing information' and 'enhancing the brand image,' Fruition added a product curation section on the homepage to highlight key marketing campaigns. Additionally, the text and image layout for all marketing banners across the site were standardized to create a more consistent website style. At the same time, soft, contextual copywriting and rustic, handcrafted design elements were used to present product information, adding a human touch to the brand.
How can the new design seamlessly integrate with the existing complex e-commerce mechanisms?
Tian Yuan Xiang's website and app have been in operation for years, with different shopping processes and mechanisms in place for various product types, marketing discounts, and user profiles.
To ensure the new design seamlessly integrates with the existing backend system and data fields, Fruition thoroughly studied the current front-end and back-end systems before starting the design process. This helped identify which mechanisms could not be altered (such as those related to promotional amount calculations or backend storage formats) and pinpointed opportunities for optimization through interface design. Frequent communication with the Tian Yuan Xiang team ensured that the design could be promptly revised and adjusted as needed.
Interface Design
Continuing the brand philosophy of rediscovering the pure essence of life, Tian Yuan Xiang interprets its rich story through the concepts of high quality and innovative breakthroughs, crafting a serene and refined experience for savoring life's subtleties.
Heading towards the global stage, carefully expanding the future.
As a leading brand in chicken essence, Tian Yuan Xiang is committed to expanding its market, steadily bringing the brand to the international stage. In terms of design, a minimalist and premium feel is achieved through the use of white space. Upon entering the homepage, a dynamic ripple effect is introduced, symbolizing Tian Yuan Xiang’s continuous expansion into overseas markets. This reflects the brand’s deep roots in Taiwan and its limitless potential for growth.
With wholehearted dedication, we carefully convey focus and warmth in every detail.
Through customer interviews and visits to physical stores, it became clear that Tian Yuan Xiang’s dedication to chicken essence extends to every detail—from farm-raised chickens to high-temperature kiln-brewing, all handled in-house to ensure the highest product quality. In the visuals, this commitment is translated into a warm, tactile experience through layered paper textures, background patterns, and hand-printed illustrations. The textures convey the brand's care and attention to detail, symbolizing how every brushstroke represents the heartfelt dedication personally delivered to the customer.
Integrating into Daily Life, Easily Enhancing Quality of Living
Tian Yuan Xiang has developed herbal nourishment products tailored to different groups, addressing a wide range of needs and seamlessly integrating into daily routines. In terms of imagery, warm tones and lifestyle-oriented scenes are used to evoke a sense of familiarity and approachability. The use of light and texture creates an atmosphere reminiscent of a relaxing afternoon, allowing users to browse and shop in a calm and enjoyable setting.
A fresh look for the official website and mobile application.
Utilize themed scenarios to package products, highlighting the brand's warmth and unique characteristics.
Showcase diverse campaigns and product curation.
Enhance the form-filling experience during checkout and improve post-purchase tracking.
Strengthen membership tier design and benefits.
The keypoint of the project’s redesign was the effective conveyance of brand philosophy and atmosphere. The most challenging aspect was translating abstract ideas into tangible concepts and ensuring mutual understanding throughout discussions.
What left a lasting impression was that, before the visual proposal, beyond conducting interviews, the team visited several Tian Yuan Xiang stores in person. They captured the delightful experiences and seamlessly incorporated them into the design, making it possible to express abstract ideas more precisely through design.
Visitors to the website can savor the subtle creativity of the designers and engineers through the site's dynamics, user experience, and the thoughtfully crafted accents and background textures.
For this design project, through visiting Tian Yuan Xiang stores and experiencing the products firsthand, we deeply felt the brand's thoughtful attention to detail. We worked hard to reflect this warmth and care in the design, hoping that every customer who visits the site can feel this dedication and enjoy a pleasant, heartwarming experience. We aim for customers to not only find what they need but also sense the warmth behind it.
From the initial interviews and interface design to front-end development and final implementation, it has been incredibly rewarding to see this detail-oriented project come to life. The client's vision, brought to reality through the front-end development, felt like casting magic—turning the intricate ideas into a beautiful and tangible result, full of sparkle and wonder.
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