Burrito Station

Timeline: 4 months

Role: Experience Designer

Project Team Size: 4

Team located: on-site (Germany)

Project Overview

In anticipation of relocating, the Burrito Station owner aimed to revive the brand. Embracing the theme 'wrapped diversity,' we co-created a seamless cross-channel experience that harmonized offline and online interactions. Taking charge of the redesign, I significantly contributed to tripling their page traffic, fostering business growth.

Problem Statement

How can we transform the brand of a mom-and-pop store into a leading local restaurant?

Research

Our research was thorough and diverse. Beyond analyzing the previous store concept, we visited local restaurants and conducted desk research. Valuable inspiration stemmed from works like Stockholm Design Lab (published by Victionary) and Start me Up! (published by gestalten). While reviewing existing material, we noticed that each artifact, while well-made individually, carried a slightly different brand tone. For instance, the menu flyer combined wooden-style backgrounds, sketched illustrations, and images, resulting in a multi-faceted visual identity.

Ideation & Prototyping

During the ideation phase, we generated multiple brand versions through sketches, ensuring diversity and innovation. We also prototyped webpage designs to visualize concepts. Seeking customer feedback, we engaged in discussions to refine our approach. Preserving the existing brand identity was pivotal, guiding our efforts to seamlessly evolve without causing disruption.

Learnings

Omni-channel design presents complexity with its diverse dimensions, blending service and product aspects. Challenges arise, like color disparities between Hexa and CMYK. Moreover, not all interactions have a digital interface, highlighting the intricate nature of designing seamless experiences across various touchpoints