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BRAND:

Suzy’s Kitchen

https://www.suzyskitchenoc.com/
Instagram: @suzyskitchenoc

Project Duration:

MAY 2022 // 2 MONTH

PROJECT ROLE:

CREATIVE DIRECTOR
DESIGNER

PROJECT DETAILS:

DISCOVERY & RESEARCH
LOGO REDESIGN
BRAND STYLE GUIDE
BUSINESS CARD DESIGN
WEBSITE DESIGN
UX TESTING

Challenge:

Create a cohesive brand design system for Suzy’s Kitchen while developing a website that would allow them to move their manual protocols to an online platform. Develop the website to conduct reoccurring orders for customers and enable a user-friendly UI to adjust account information, preferences, and contact the kitchen directly.

Outcome:

All of Suzy’s Kitchen’s customers were able to migrate to an online platform. The transaction system became streamlined. Suzy’s Kitchen started to gain a grip on their branding endeavors and has become a meal-delivery business serving over 500 customers and businesses.

impact by numbers:

  1. Migrated over 500+ customers to an online subscription platform

  2. Increase in revenue due to easier transaction and customer account system

  3. Opened doors to social media and engage with 500+ customers

strategy & approach:

discovering the mission for Suzy’s Kitchen

Through an extensive discovery phase with the co-owner of Suzy’s Kitchen, we learned that the kitchen wanted to be a brand that serves health conscious meals bypassing the hassle of calorie and macro counting. The kitchen wanted their meals to be simple and clean, while tasting amazing and overall pleasing for the general public. This lead to the idea of constructing a logo that reflects a “meal time.”

defining the brand

With deep discussions with the co-owner, Sang, we discovered the image and perception the brand wanted to have amongst their customers—an easy meal perfect for my health. The customer base of Suzy’s Kitchen were those that want to eat a healthier diet, but did not have time or the brain power to attempt to cook such dishes.

Understanding the user

Suzy’s Kitchen had an audience who were health conscious, but did not know how to go about keeping their diet consistent. Their audience were business men and women with families, who did not have time to create a healthy and proper meal for themselves. Thus, Suzy’s Kitchen’s goal was to bypass the mental strain of figuring out what to prepare, and provide the meal with a delivery service added.

That meant, making the process as simple as possible for the audience would be the number 1 priority. Allowing the customer to make adjustments at ease, subscribe with a simply interface, and a means of contacting the kitchen directly.

Brand refresh:

Let’s prepare for a good meal

With the focus of providing healthy meals without the mental stress of preparing ingredients and recipes at mind, I took the brand logo direction to represent the preparations before a big meal. This meant a napkin, knife, fork, and spoon—properly arranged as it would be before a proper dining experience. The color palette was transitioned from their previous branding endeavors. Therefore to attain consistency and avoid customer confusion, the color palette was kept.

branding application:

A Suzy’s Kitchen type of meal

Along with constructing a brand logo, I created a brand style guide for the Suzy’s Kitchen internal team to follow when embarking on new marketing or branding endeavors. The goal of this guide was to allow the brand to properly build their brand via collateral, social media, and additional promotions.

Website construction:

When constructing the website, the following needed to be solved:

  1. Customer subscription based orders are enabled

  2. Customers can make adjustments on their own accounts

  3. New meal selections should be able to be updated easily

  4. There isn’t a cap on the subscription payment limit

  5. Central analytic and customer database for internal team

  6. Simplistic format to allow elderly to operate

  7. Allow delivery only within specific zip codes

what was the outcome?

All 500+ of Suzy’s Kitchen’s customer were able to migrate to an online platform with a simpler interface to make orders and adjust preferences. Additionally, Suzy’s Kitchen gained new customers based on referrals and easy UX for elderly-friendly.