I repositioned a simple product through user-driven storytelling, helping to raise funding and expand internationally.
From local to global
Besovida is a Taiwanese silicone brand which, while successful with local funding, faced challenges on global crowdfunding platforms. To stand out on Kickstarter, we moved beyond eco-friendly claims and focused on how the product makes daily life easier. As lead designer and strategist, I built a campaign rooted in real user needs and emotional storytelling. This shift helped us raise $256K and reach backers in 26 countries, marking Besovida’s global debut.
Project Designer / Photographer
Yiwei Chang
Copywriter
Calvin Chen
Project Manager
Jenny Hsueh
Video
FINAL_FINAL Studio
2019 Sep.-Dec.
Besovida is a food container company. Their strategy for local success was hinged with Taiwanese plastic-polluting issue, this approach won't make any sense to tap into an international platform. Food containers are everywhere. In a crowdfunding world fueled by breakthrough innovations, how could we make something so ordinary feel exciting and worth backing?
To reframe Besovida's value, I started by investigating daily eating behavior across the target markets.
While cooking is enjoyable, cleaning is universally disliked. Products that simplify post-meal cleanup could tap into a real, emotional user pain point.
Market research showed growing global interest in silicone kitchenware due to its durability and ease of use.
Besovida is not just a better container, it can also replace multiple kitchen utensils. I repositioned it as versatile cookware that makes everyday cooking faster, cleaner, and easier. With a clear tagline and lifestyle visuals, we showed it as an all-in-one solution for cooking, serving, and storing.
I created relatable storytelling scenarios highlighting common frustrations like messy leftovers, bulky storage, and post-cooking cleanup, then showed how Besovida elegantly solved them.
Through campaign visuals, I demonstrated how Besovida replaced multiple tools (bowls, pans and lids) in everyday cooking, streamlining kitchen tasks into a simple, joyful flow.
I designed a clear comparison chart showcasing silicone’s superiority: safe, durable, lightweight. Compared to traditional cookware, reinforcing trust and positioning Besovida as a smarter upgrade.
By anchoring Besovida in real user behaviors and emotional needs, we transformed it from a functional food container into a daily kitchen essential. The result wasn’t just more features, it was a product that fit naturally into people's routines, making life easier, lighter, and more enjoyable.
Instead of focusing on “saving the planet,” we reframed Besovida around “simplifying everyday life.” This shift made the product feel more relevant and practical, leading to global exposure and real growth. A simple mindset change sparked results that followed.
USD fundraised
countries reached
as Kickstarter’s "Project We Love"
By listening carefully to users' habits and emotional drivers, I learned how to craft a story that not only sells, but scales across cultures and continents.
— Kristin (Superbacker from Germany)
- Anthony (Backer from the U.S.)
- Nicole Herbst Manlunas
