This project was a winning entry to AIGA UT Dallas' 2020 Winter Design-a-thon, a competition spanning about 3 weeks, judged by experienced Product and Brand Designers. I led a team of 4 other student designers on this project: Larry Shen, Pablo Hafid Reyes, Afifah Mazhar, and Akhil Mulukutla.
FINAL PRODUCTS
Logo by myself
Concept and Cup Model by myself, Render and Table model by Hafid Reyes
Concept and Cup Model by myself, Render and Table model by Hafid Reyes
Cup model and Nav Bar UI by myself, Render by Hafid Reyes, AR App Elements by Larry Shen
Final Mobile Application Walkthrough by Larry Shen
problem The Coffee Shop Experience has become mundane and homogenous. Every shop offers the same experience, and several people are skipping going to the shop altogether since there’s nothing bringing them inside.
GOAL Design the marketing and branding identity for a new coffee shop chain concept that will enhance the customer's experience and encourage brand loyalty.
Considerations
How might we differentiate our coffee shop?
- We want to offer a unique experience, something that is entertaining and gets people
excited to come to our shop rather than another.
excited to come to our shop rather than another.
- Taking inspiration from E-commerce sites and other industries, an Augmented Reality Experience could be a unique offering to explore in the Food and Beverage space.
How might we encourage brand loyalty?
- Case Study on Starbucks Rewards App: rewards loyal customers by giving them “stars,”
for every purchase, which they can redeem for a free drink, etc.
for every purchase, which they can redeem for a free drink, etc.
- We want to integrate a novel experience with a rewards app that can help generate loyal
customers that enjoy the free perks as well as using the app, coming into the shop, and
the overall brand experience.
customers that enjoy the free perks as well as using the app, coming into the shop, and
the overall brand experience.
Proposed solution Hourglass Coffee - a coffee shop chain that comes with a Rewards App, containing an Augmented Reality Camera, which allows you to discover worlds by scanning the icon on your coffee mug. Unlocking more worlds gives loyal customers perks like free drinks.
marketing + branding
BRAND PERSONALITY
- branding concept is built around the futuristic, time-traveling AR experience we offer our customers.
- clean, sophisticated, yet playful vibe.
- appeal to a young target market aged from 13 to 30.
Brand colors based on futuristic, sophisticated, and youthful brand personality established.
Typography selection based on brand personality established.
Logo Iterations by myself and Akhil Mulukutla
Final Logo by myself
Industrial Design
PHYSICAL BRAND EXPERIENCE
- Interior elements should complement the brand personality established, appealing to a young crowd.
- The table lights up when the coffee is served -- a social media sharing moment
- Logo on the cup is scanned with the AR camera in the app, transporting the user to a new world and collecting rewards points.
Concept Ideation of Cup and Table by Myself
Cup Model by Myself made in Rhino 5
Cup render by Pablo Reyes
Imagined Interior by Akhil Mulukutla
Table and Cup Render by Pablo Reyes
Table and Cup Render by Pablo Reyes
Digital Product Design
Mobile App Organization
- Home Tab: Display points earned by the users through the purchase of their drinks.
- Order Tab: Allow users to order drinks.
- AR Camera Tab: Scan logo on cup to discover and interact with a World.
- Worlds Tab: Return to past discovered Worlds.
Mobile App Wireframes & Prototype
Initial App Wireframe Sketches by Myself
Wireframe Ideation Sketches by Larry Shen
Wireframe Ideation Sketches by Larry Shen
App Wireframe in Figma by Myself, Larry Shen, and Afifah Mazhar
App Prototype, by Myself, Larry Shen, and Afifah Mazhar
AR Worlds Concept
MOBILE APPLICATION INTERACTIVE PROTOTYPE
