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III Collaborates with Ton Horizon Design to Revitalize Traditional Brand Winning 2015 iF Design Award The Happy Italian Ice Cream Kingdom “IL‧RE” Expects to Officially Open in May
Date: 2015/02/17
To assist Taiwan rice cake brand Royal Family extend its brand spirit and multi-dimensionally develop new businesses, under the support of Department of Industrial Technology (DoIT), Ministry of Economic Affairs, the Central Industry Research & Service Division (CID) of III collaborated with Ton Horizon Design to rebuild the brand by service-oriented design thinking. Through real experience, the three parties cooperated with each other and mutually depicted the brand position and image. Going through the design process of more than a year, the happy Italian ice cream kingdom “IL‧IR” surpassed participants from more than 50 countries and won iF Communication Design Award 2015 !
III CID Director General Dr. Hung-Sheng Chiu indicates that Taiwan enterprises used to make business decisions from a service provider perspective. Since “Customer Demand is the Top Priority” has become the trend of future services, this case started from the base point of understanding customer demand. Applying the III developed methodology of Service Experience Engineering (S.E.E.), the case was able to add value to its customer by front-end customer analysis in the design service process. Adjusted by professional and experienced Ton Horizon Design, the brand “IL‧IR” is capable of providing the image which is closer to meet customer needs and touching their heart.
Since 2014, III has conducted consumer research to assist Royal Family understanding its target audience so that they could set up its brand-positioning strategy precisely. By solid services and interaction with customer in a physical environment, “IL‧IR” successfully delivers an atmosphere of liveliness and creates a space full of stories where customers can then relieve their daily stress. Deriving from the brand position, Ton Horizon Design Team created 8 fruit kings with different characteristics to express the uniqueness of the “IL‧IR” products and incorporated the design elements on the wrapping into the establishment of entertainment facilities. Ton Horizon Design CEO Che-Yang, Liu points out that the main design idea of this project is to exceed the expectation of each coming customer and create surprises by every delicate design. For example, heatproof lagging is designed in the shape of a rocking horse. Once it is removed, the kings’ horse turns into a merry-go-round.
The Italian ice cream restaurant “IL‧IR” is expected to open in May in 2015. The ice cream restaurant is designed around the recreation theme. The place will join the other scenes near Chung Hsing New Village and provide fresh experience for visitors from other counties. The restaurant will attract more people coming to Nan-Tou County. Chun-Hua, Huang, Head of “IL‧IR” and Special Assistant to CEO of Royal Family, illustrates that in order to extend the first Royal Family generation spirit of sharing and delivering happiness, the new brand combines both eastern and western culture to create new appearance and flavor. In the restaurant, the fantasy and childhood style is everywhere. The staffs invite customers to put on the “Crowns of Dignity” no matter what age they are at and hope they can get back the joyful heart of their youth. While the ice cream is melting in their mouths, they enjoy the vibrant and pleasant atmosphere of the place as well.
In the future, III CID will continue to assist enterprises based on the middle of Taiwan. Through the system of industry, school and academic research, the understanding of the importance of design service will proliferate. III will gradually infuse customer insight into the mindset of business management and help raise the service value of industries in the middle parts of Taiwan. The act not only increases the economic value of tourism in middle Taiwan, but is expected to also be beneficial to consumers and create a win-win situation for the industries and their clients.
III collaborated with Ton Horizon Design to create the Italian ice cream restaurant “IL‧IR” and won the iF Communication Design Award 2015 by the project. Pictures above show the design style of “IL‧IR”.
【Media Contact】
CID (III): I Chen Chen, Chia Yu Wang Tel: (049)600-3775 ext. 5065、5062
Planning & Evaluation Division(III):Meredith Chang, Joy Yen, Freesia Shen
Tel: (02) 6631-8638、6631-8640、6631-8643