The current food system, on a global scale, causes significant environmental impacts and social inequity in terms of access to nutritional and affordable food. It will become essential in terms of the environment and resources to shift our way of buying food, in order to implement a more ethical and sustainable system.
The purpose of this Service Design Innovation proposal of the local food system in Hong Kong is to provide consumers and stakeholders a common platform on which to share and interact, and leverage the awareness of the local economy and sustainability.
For the project, I followed a Service Design Process. By using tools in each process step, we were able to design interactions between services and people, above all users and their needs first. In addition, we needed to consider users’ needs first, plan holistically, define people’s interaction with the service, and work in an iterative way between these steps.
The first step was to define the existing set of relationships among the current food system stakeholders. This analysis provided a picture of where we were and where we wanted to go. The vision was to provide a common platform, with more flexibility. Therefore, more emphasis should be placed on the consumer, and not only on farm activities.
Slow Food is a global organization which raises the awareness of preparing food using high-quality local and seasonal ingredients, with the objective of combating the disappearance of local food cultures and traditions. The new organization that I would like to create has to share the same ethical values, community-based approach, and global vision.
Through a website, various marketing collateral, and a DIY kit, the brand identity covers the digital and real world in order to enable efficient brand communication. Litótita means frugality in Greek, which translates the virtue of moderation as a key to living a good life, which is the key value of our organization. The logo express the idea of simplicity and quality, and has been designed to be versatile.
The website has an important role in the system. In fact, it is the medium to communicate and interact with consumers, but also the stakeholders built around three main objectives of Promoting, Sharing and Selling. The technical strategies are a responsive website in order to have the same content and services available to users no matter what device they are using.