Mogcook Baby Food Delivery Service by Dgreen Co.,Ltd.

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DESIGN DETAILS
DESIGN NAME:
Mogcook

PRIMARY FUNCTION:
Baby Food Delivery Service

INSPIRATION:
Generally, fish is abundant in nutrition which is good for children and it is preferred that child eat fish more. However, fish is not served up so much because it requires a lot of work. As a result, the increasing number of people in Japan has less relation with fish. Even some children never see fish outside the aquarium. On the other hand, Our town is located by the sea and catches a lot of fish. So we came up with the idea of processing fish for baby and deliver it.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
mogcook is a cut-and-deboned fish delivery service for parents rearing baby in weaning period. Our service is defined by following characteristics: 1). fish is all skinless and deboned, 2). each potion is about 10g, which is said to be a suitable amount for baby, 3). fish is caught in its good season and only by Mie Prefecture, 4). fish is delivered frozen after steamed so that users can heat and cook easily. mogcook delivers fish as well as baby food recipe cards and fish information cards.

OPERATION / FLOW / INTERACTION:
After receiving product, a user store it in the freezer. When cooking, he/she take a portion out of the freezer (each portion is for one meal for baby). Our fish can be cooked easily because it is deboned. Additionally, our fish contains much nutrient because it is steamed.

PROJECT DURATION AND LOCATION:
The project started in September 2013 in Mie and launched in July 2014.

FITS BEST INTO CATEGORY:
Meta, Strategic and Service Design

PRODUCTION / REALIZATION TECHNOLOGY:
Our product does not use a latest technology, but contains port town’s skills and experiences; fish are cut by hand of ladies who have worked for fish shops for over 50 years. Usually fish is not easy to be cut in a same amount of portion because of its various shape, but ladies can cut them precisely in 10 grams. In addition, they can cut fish into portion, leaving unskinned (unpeeled fillet is strength of our service, since the skin contains rich flavor and nutrition), which needs skill, too.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Every fish we deliver is all supervised by the national registered dietitian, since some sort of fish contains specific ingredient which cause babies allergy and we have to avoid those fish. The national registered dietalian also provides users with baby food recipes so that users do not have to look for fish baby food recipes in a book or on the internet.

TAGS:
baby food, fish, fish baby food recipe, delivery service, e-commerce

RESEARCH ABSTRACT:
-

CHALLENGE:
The number of people who cook fish at home is decreasing because of complication of its cooking process. It resulted in the lack of knowledge of fish recipe, especially for baby food. In other words, our customers are usually unfamiliar with fish. To make our customers cook fish baby food easily and become more understandable with our brand, mogcook bundles baby food recipes and fish information cards in the package.

ADDED DATE:
2018-11-27 02:23:53

TEAM MEMBERS (1) :


IMAGE CREDITS:
Dgreen Co.,Ltd., 2018.

Visit the following page to learn more: http://mogcook.com/
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CLIENT/STUDIO/BRAND DETAILS
NAME:
mogcook

PROFILE:
dgreen Co.,Ltd. is a design office based in Kihoku, south part of Mie Prefecture and creates website, flyer, package mainly for local customers. The fishing industry was once flourishing in the town, but it is declining because of decreasing needs of existing fish product such as Himono (dried fish) as the increasing number of people eat fish out rather than cook at home. As dgreen saw a number of its customer being troubled with the drop of sales, it started to think it needed to come up with the idea that “updates” relationship between consumers and fish in order to revitalize local fish industry. After a year of marketing research, dgreen reached to the conclusion that it needed to concentrate on specific market, considering the business volume and facilities local fish businesses had and decided to focus on baby food. Thus the brand “mogcook” was born to deliver fresh fish to urban consumers who were raising babies. In order to make consumers familier to cooking fish, dgreen had a number of discussions with its potential customers and determined service package; containing recipes and fish information card as well as fish. Cooperating with local fish stores, national registered dietitian, and food coordinator, the brand has developed to deliver more than 5000 families all over Japan. mogcook received Good Design Award 2017 for its unique scheme and service design.

NOMINATION DETAILS

Mogcook Baby Food Delivery Service by Dgreen Co., Ltd is a Nominee in Meta, Strategic and Service Design Category.

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AWARD DETAILS

Mogcook Baby Food Delivery Service by Dgreen Co., Ltd is Winner in Meta, Strategic and Service Design Category, 2018 - 2019.



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