Success at home doesnât guarantee recognition abroad. When Besovida set its sights on global expansion, the challenge was clear: how to make a familiar productâa silicone food containerâmatter to an international audience already saturated with sustainability messaging.
As the lead designer and strategist, I built a new marketing approach grounded in user insights and emotional storytelling, not just environmental claims. We reframed the narrative from "saving the planet" to "simplifying everyday life," making the product personally relevant across cultures. This strategy helped raise $256K on Kickstarter and reached backers in 26 countries, marking Besovidaâs successful global debut.
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The pollution issue from take-out food packaging in Taiwan
² Task
Turning a familiar object into a desirable innovation
Food containers are everywhere. In a crowdfunding world fueled by breakthrough innovations, how could we make something so ordinary feel excitingâand worth backing?
To reframe Besovida's value, I started by investigating into daily eating behaviors across our target markets.
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Uncovering user insights: How people eatâand where we fit in
đ Insight 1ď˝Cooking is routine, not specialâ
Western users spend around 5â7 hours per week cooking (Statista). Instead of positioning Besovida as a niche product, we realized it could become a core part of everyday routinesâsupporting home cooks who already value convenience and practicality.
đ Insight 2ď˝Smart & organized cookings are a lifestyle
âStudies show 70% of people intentionally cook extra portions to save effort later. This revealed an opportunity: Besovida wasnât just for storageâit could be promoted as a smarter way to manage meal prep and flexible eating habits.
Through user interviews and cultural research (plus behavioral observation clips), we saw that while cooking is enjoyable, cleaning is universally disliked. Products that simplify post-meal cleanup could tap into a real, emotional user pain point.
From container to kitchen essential: Unlocking new value through user needs
Silicone cookware was becoming a rising trendâbut trends alone donât sell products. To truly differentiate Besovida, I focused on how it could solve real user problems and become an indispensable part of daily life.
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đ Trend 1ď˝Silicone cookware on the riseâ
Market research showed growing global interest in silicone kitchenware due to its durability and ease of use. This material trend gave Besovida an edgeâbut we needed to connect it to deeper user needs, not just hype.
đ Trend 2ď˝Meal prep culture
âMore users were embracing easy meal preparation and batch cooking lifestyles. Products that simplified storage, reheating, and cleanup were highly valued.
Key insight: Besovida wasnât just a better container
it could replace multiple kitchen tools, making daily cooking faster, cleaner, and more enjoyable.
Âł Action
Strategic repositioning: Turning insights into a new story
đ ď¸ 01 | Redefining cookwareâ
I repositioned Besovida as versatile cookware, not just a storage box. Through a compelling tagline and lifestyle visuals, we framed it as a smart solution for cooking, serving, and storingâall in one.
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đ ď¸ 02 | Targeting emotional pain pointsâ
I created relatable storytelling scenarios highlighting common frustrations like messy leftovers, bulky storage, and post-cooking cleanupâthen showed how Besovida elegantly solved them.
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đ ď¸ 03 | Simplifying meal prepâ
Through campaign visuals, I demonstrated how Besovida replaced multiple tools (bowls, pans, lids) in everyday cooking, streamlining kitchen tasks into a simple, joyful flow.
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đ ď¸ 04 | Emphasizing material advantagesâ
I designed a clear comparison chart showcasing siliconeâs superiorityâsafe, durable, lightweightâcompared to traditional cookware, reinforcing trust and positioning Besovida as a smarter upgrade.
Outcomeď˝Designing a product people could truly relate to
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 wasnât just more featuresâit was a product that fit naturally into people's routines, making life easier, lighter, and more enjoyable.
