rebranding / E-commerce
Transforming Taste: The Rebranding and Webpage design of Addy’s Barbecue
This project rebrands an intimate food joint to attrach more customers and represent their story through design.
Project type
tools
Freelancing
ROLE
UX Designer
project duration
1 month
Project description
Addy’s Barbeque, a cozy eatery situated in Baltimore, is the brainchild of two friends driven by a shared passion for food and a desire to showcase their barbeque expertise. Specializing in delectable mishkakis, flavorful chicken sandwiches, and exceptional chai, this small joint has become a local favorite.
One of the owners, Mohammed, eager to elevate the business and align its image with the cool and contemporary vibe they embody, met me while I was savoring their delightful chai. Seeking a complete overhaul, Mohammed approached me to redesign their logo and menus, aiming for a more visually appealing and enticing presentation. Additionally, he expressed the need for captivating photographs of their diverse food offerings to enhance their social media presence.
“Our branding isn’t quite telling the story of Addy’s Barbeque the way it should. It feels inconsistent and doesn’t fully capture the warmth, flavor, and quality we offer. I want our branding to reflect the heart of our barbeque experience—something that immediately resonates with customers and leaves a lasting impression.”
The problem
01
Problem Statement
Addy’s Barbeque faces the challenge of expanding its customer base beyond its current clientele of family and loyal patrons. Despite positive encounters with travelers, the restaurant lacks a distinct brand identity that appeals to a wider audience.
02
Solution
With a desire to embody a cool and contemporary vibe while staying true to its cozy atmosphere, it aims to redesign its logo and menus for a more visually appealing presentation, accompanied by captivating food photography to bolster its social media presence.
Design Approach
Food Photography
Mind map
I created the mind map by breaking the project into key areas such as Research, Branding, Food Photography, and Design Process. Each section focuses on essential tasks like logo redesign, menu creation, and social media content, ensuring a clear path to meet the project’s goal of appealing to a broader audience.
The mind map provides a clear, visual overview of the project, helping to organize tasks, ensure nothing is missed, and keep the rebranding on track. It simplifies communication and enhances decision-making, ensuring a focused, successful rebranding effort.
Empathy map
User Personas
Color Palette
#A94938
#F0BC68
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Mood Board
Result
To address the needs and pain points identified in the empathy maps, the following solutions can enhance their overall experience with Addy’s Barbecue:
User-Friendly Website and Menu Design
Enhanced Navigation: Create a website with easy access to a catering menu featuring filters for dietary preferences and portion sizes.
Visual Menu: Include appealing images and detailed descriptions of menu items to help users quickly identify suitable options.
Personalized Ordering Experience
Customization Options: Allow users to easily customize their orders, selecting family-size portions and specific side dishes.
User Accounts: Enable customers to create accounts to save favorite orders and dietary preferences for quicker future purchases.
Order Tracking and Notifications
Real-Time Tracking: Implement a tracking feature that lets customers monitor their order status in real time.
Automated Notifications: Send timely notifications confirming orders and providing updates on delivery.
Paper menus
Website Homepage
Limitations
While the Addy’s Barbecue UX project aimed to enhance the online ordering experience, several limitations were encountered:
1. Client Scope: The focus was solely on redesigning the homepage, limiting the potential to improve other critical pages, such as the menu and ordering system.
2. Budget Constraints: Limited funding restricted the implementation of advanced features, such as AI-driven recommendations or a loyalty program.
3. Time Limitations: The project timeline constrained user testing and iterations, potentially missing valuable insights.
4. Diverse User Needs: Catering to a wide range of users made it challenging to create a one-size-fits-all experience, complicating design decisions.
5. Market Competition: The competitive landscape required ongoing marketing efforts to differentiate Addy’s Barbecue.
6. Limited Data on User Behavior: Relying heavily on qualitative research without comprehensive analytics limited data-driven design decisions.
Logo
Typography and Icons
UI kit:
Color palette
#A94938
#F0BC68
#AAB8BB
#DFD8AA
#F5D1C3
HEADING - JACQUES FRANCOIS SHADOW REGULAR
SUB- HEADING - Varta Bold
Body Sample - Varta regular
Learnings
Working on the redesign for Addy’s Barbecue was a transformative experience that deepened my understanding of collaboration with small businesses. My first interaction with the client emphasized the importance of engaging with business owners to capture their essence and needs.
Creating a mood board inspired by smoke, red hues, and grills guided the design process. Close collaboration revealed the owners' aspirations and the need for innovation, such as incorporating warm shades reflecting their cooking style.
Ultimately, the design choices told a story that authentically represented Addy’s Barbecue. This experience highlighted the significance of understanding client needs and telling a deeper story, lessons that will shape my future work with small businesses.