1. The document summarizes five workshops from the Domus Academy Master of Business Design program. The workshops addressed challenges and proposed solutions for brands like Vivi Natura, Luigi Bianchi Mantova, Vyta Santa Margherita, Thai massage delivery services, and empowering elders in Taipei's aging society. 2. Solutions proposed included redesigning packaging to better represent Vivi Natura's natural brand, using social media and videos to promote Luigi Bianchi Mantova's heritage, offering luxury train menus and competitions to promote Vyta Santa Margherita wines, and delivering Thai massages to offices by blind therapists to both help workers and provide jobs. 3. For Taipei's

1. Domus Academy Master of Business Design
Workshops Summary
Kun Wattanayothin
1. Vivi Natura (Paglieri) – 1st
(Group) Workshop
Vivi Natura is one of product lines under Aqualina brand.
Problem
1. Lack of appropriate marketing and communication strategies. Not many people
know about the product. As a result, the competitive advantage is quite low
compare to other similar products on the same shelf.
2. The packaging is not well-designed for attractive visualization. It is quite
difficult to recognize the product when putting together with other products on
shelf.
3. The natural product concept of the brand is contradicted to the product
especially for the packaging that make product looks even more artificial.
Solution
Three concepts are proposed;
1. Natural Dynamic
To enhance the natural feeling of the product, the package is designed with the
watercolor concept. The painting of watercolor represents the free movement of
nature together with artistic and relaxing feelings.
2. Discovering Nature
Another package design concept that aims to increase brand value and make the
product look more sophisticated, yet connected to the nature.
3. Emotional Mosaic
The package design represents the nature concept in graphic way in order to
create the new approach of nature in a different mean from other brands
2. Luigi Bianchi Mantova (Lubiam) – 2nd
(Group) Workshop
Problem
Luigi Bianchi Mantova is one of product lines of Lubiam company who provides
the long heritage craftmanship men suits for hundred years. There is no doubt
about their product quality, however the brand is still lack of effective
communication and marketing strategies. The company had been struggling with
expanding its market share, competitive advantage and lack of brand awareness.
Solution
The Made-to-Measure service of the company is very outstanding compare to
other competitors among the industry. Therefore, the two strategies, the premium
social media innovation and launching legacy video in order to narrate the
heritage of Luigi Bianchi Mantova.
3. La Bella Vyta (Santa Margherita) – 3rd
(Group) Workshop
This project is created mainly for Vyta Santa Margherita, the sub brand of Santa
Margherita whose wine has a very good reputation and recognized as luxury
product in the US.
Problem
Although Santa Magherita brand is very well-known in the US, in Italy, the brand
perception is completely different. The products are being sold in the
supermarket in the same shelf with other low-price wines. Moreover, the brand is
not being recognized enough when mentioning to the people. Therefore, the CEO

2. is looking for the new strategies that will enhance the brand value and create the
marketing and communication schemes.
Solution
At present, Vyta Santa Margherita are placed in 5 train stations in main cities,
Milan, Turin, Naples, and Venice. Everyday, there are many people who visit the
station for traveling and picking up their friends or family. In order to enhance
their luxury travelling experience on train, Vyta Santa Margherita would offer the
exclusive luxury travelling menus that combines the good quality of local Italian
cuisine together with their distinctive taste of wine.
The “ La Vita è Bella” the luxury travelling concept which could be easily
implemented with low budget is proposed. The new name of the nice shop for
luxury travelling taste has been given as “ La Bella Vyta”, which would convey the
beautiful life and nice dining experience from the place. In order to fulfill the
concept, there will be the new travelling package of Panini with wine, the new
local Italian recipe which use local products from different cities, and the
competition to search for the new talented chefs to create local Italian traditional
recipes for luxury travelling experience. In the meantime, the marketing and
communication activities will be implemented through the competition promoting.
Find out more in http://mbd15santamargherita.com/la-bella-vyta/
4. Thai Delivery Massage by blind therapist– 4th
(Individual)
Entrepreneurship through design Workshop
Goal
1. To provide the solution for the office syndrome workers who live with stressful
and competitive daily life and have no time to go to receive an appropriate
therapy.
2. Support the career for the blinds and bring out their special talents.
Problem
Nowadays, most of the people are living with stressful life from working and
economic factors. In order to achieve the career goal and support the financial
situation of themselves, they have to live with busy and stressful working life.
Consequently, most of them do not have time to rest and maintain their healthy
life. As a result, many among them have problem with their health mentally and
physically especially from office syndromes.
Solution
The Thai traditional massage for office syndrome will be delivered to the offices in
order to solve to problem of the workers to find the time to go to the therapist.
The massage will be done by the blind therapists who have well-trained and
certified under the Ministry of Health qualifications. This will help supporting their
disadvantages in their career path. Moreover, the blinds have special skills and
talent in other senses apart from the sight that can make them have more
advantage in the touching sense. They can work, support themselves, and live
meaningfully.
5. The Modern Ageing Society of Taipei – Final Master Project
Ageing is one of the known societal challenge everywhere in the world especially
in Taipei in which the citizens’ lives is changing rapidly. The birth rate is
decreasing, while the city is moving into the ageing society period.
Goal
1. To specify the roles of the elders.
2. To create health awareness among pre-seniors and seniors.
3. To create economic value from specifying the roles of the elders.

3. The goal of this project is not to design the services and products in order to
provide the convenience to the elders, instead, to design “how to” specify the
tasks and duties for the elders after their retirement age so that they will be able
to work again, be independent, and live meaningfully. In the meantime, this will
help reducing the age gap within the society.
Problems
In Taipei, the grandparents’ tasks are mainly taking care of grandchildren, while
the rest of the elders stay home with no activities. As a result, they are living with
loneliness, inactive, and unaware of maintaining their good health physically and
mentally. This will be a common tragedy for all since many among them are still
active and capable of doing variety of activities. Elders are persons who have
more stories, experience, and expertise than any other generation. Unfortunately,
most of them still have no specific role or opportunity to perform their capabilities.
Solution Design
The “COOL” organization will be founded in order to be the center of the elders to
provide services, learning daycare, consulting, and mentorship services
according to their competency and sell their handmade products that they made
in their free time. This organization will be operated not only by the elders, but
also all generation in order to let all people participate and share their experience.
Therefore, all generations from different backgrounds can work, share their ideas
and experience, and develop the organization together. The elders will feel more
active to work and have more roles and interaction with all generations. At the
same time this will help reducing the age gap issue.