2023
Branding Website
E-commerce
Founded in 2005, Tian Yuan Xiang is Taiwan’s first premium chicken essence brand, dedicated to offering formulas for different consumer groups. Beyond expanding its product lines, it has also launched physical and digital channels in Japan, Singapore, Hong Kong, Macau, and more.
To support sales growth and reposition its brand, Tian Yuan Xiang worked with Goons to redesign both websites and apps across regions. We introduced responsive web design, optimized shopping flows and marketing mechanisms, and brought the brand’s image into digital channels to rebuild its identity.
Guided by the TCM principle of “tailored to individuals,” Tian Yuan Xiang developed unique herbal chicken essence products for different groups, lifestyles, and life stages. Yet inconsistent messaging across sales channels made it hard to communicate this distinctiveness. In the redesign, Goons emphasized product uniqueness by classifying products by consumer groups and curating themed pages. We further embedded herbal and natural design elements, injecting warmth and vitality into the previously cold online shopping scene.
01
Tian Yuan Xiang’s website must simultaneously communicate brand identity and support e-commerce. With 2–3 promotions often running at once, marketing messages easily overwhelm the visuals. Goons created a curated homepage area and standardized marketing banners to organize information and highlight key campaigns. At the same time, warm copywriting and hand-crafted design details conveyed product information with a human touch.
02
Tian Yuan Xiang’s platform has run for years, with intricate product, marketing, and membership mechanisms. To avoid disrupting backend operations, Goons studied the logic in depth, identifying unchangeable flows and spotting optimization opportunities in the interface. Frequent communication with the client ensured the design could be adjusted quickly and effectively.
03
Alongside the website redesign, Tian Yuan Xiang upgraded its app to increase member usage, make pickup and benefit inquiries easier, and support offline scenarios like in-store QR scanning. Goons focused on membership experience, strengthening tier systems and benefit integration to create a unified journey that deepens loyalty across all touchpoints.
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