Tian Yuan Xiang | Official Website & APP

YEAR

2023

SERVICES

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.

PROJECT OVERVIEW

Reshaping Brand Identity & Unifying E-Commerce Experience

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.

Goons's Role

Website/App Redesign Strategy
UIUX Design
RWD Front-End Development

ACHIEVEMENT

Highlighting Product Value & Brand Uniqueness

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.

CHALLENGE

How to balance marketing content with brand identity, serving both sales and experience?

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.

How to connect new design with a complex existing e-commerce system?

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.

Enhancing membership by linking online and offline channels

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.

BRAND STRATEGY

Dedicated to detail, delivering warmth in every interaction

As Taiwan’s leading chicken essence brand, Tian Yuan Xiang steadily expands into global markets. In design, white space gave a premium, minimalist feel, while water ripple animations on the homepage symbolized overseas growth and endless potential.

Through interviews and site visits, we saw Tian Yuan Xiang’s dedication to every production step—from farming to high-heat extraction. This care was translated visually with layered paper textures, illustrated imprints, and tactile details, giving the interface warmth and sincerity as if hand-delivered to every customer.

For different audiences, Tian Yuan Xiang offers tailored herbal products that fit daily life. Warm-toned lifestyle images and natural light effects created a cozy, afternoon-like browsing atmosphere, making shopping both relaxing and approachable.