Stonemill Matcha

A UI design and brand identity project for a local cafe.  Based on their existing style and customer research, redesign a full package brand identity to help the cafe pop out among fierce competitors.

PROJECT GOAL

•  Highlight restaurant characteristics
•  Create a logo suitable for multiple occasions
•  Refresh existing customer base
•  Attract new attention

my role

I determined the market positioning and branding style by observing the customer population and talking with the client. Redesign the logo, packaging, poster and digital menu.

Problem Statement

The color is too dull and does not match the casual and pleasant interior style. The dull colors are not noticeable either. Although the logo design is simple, it does not reflect the core characteristics of the restaurant- premium hand-craft.

Market Potential

To rebrand design project. I always have Client Discovery phase after identify the problem. As a cafe with entity operation as the main business, the goal of this redesign is to understand the customer group and attract more potential customers. After research, I fount there customers have several characteristic:

  • The customers of Stonemill Matcha are mainly young professionals, as suggested by remote work on laptops during weekdays.  
  • With over 12,000 Instagram followers, the clientele are social media savvy, enjoying and sharing both the interior decor and beverage presentations of Stonemill has to offer.
  • Because of the limited seats in the cafe, they have a lot of take out orders.

Logo Sketch

Sketching a wide variety of concepts lets me see what works and what doesn’t. I’ll start to notice certain threads or themes I like, and mix and match different elements until settle on the perfect one.

Final Verison

As an upscale cafe in San Francisco that specializes in hand- crafted matcha drink and pastries. The final design combined use of both unfinished stoneface and taw leaflet texture signifies the matrimony of the two at Stonemill Matcha. The Circular leaflet pattern also remind customers of the rotational milling of hand crafted matcha.

Style Guide
Font
Color
Icon
Digital Menu Design

I hope to sharpen the identity of the logo, keeping it clean and elegant.

Digital Menu Design
Home Page
Order
Check out
Design Highlight
  • Use icons to help users quickly identify menu categories.
  • Design gluten free food specially marked for potential consumers.
  • Call service function stick on the upper right screen to servers to provide services in time.
Design Highlight
  • The hidden slide bar allows users to quickly view their orders and then return to the menu to continue ordering
  • Emphasize the dishes that have been ordered to help users quickly know which dishes have been ordered without opening the hidden bar
  • The registration process should be as visual as possible to more strongly hook in new user sign up.
Design Highlight
  • In the submit order page, users can continue to order or check out, provide multiple user flows
  • The order status allows users to know whether the order has been received or not, reducing part of the workload of the server.

Take Away

Refine customer core needs

This project is a redesign project. The client itself already has a mature client base, so when designing a new brand identity, it should not deviate too much from the original. But the customer urgently needed a refresh, so the original primary color was changed to the background color, add a new accent color as the new primary color, which naturally excessively changed the brand identity.

In the design process, good communication with client in the early stage is very important. A deep understanding of brand value and positioning can more effectively design a suitable brand identity.

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