OVERVIEW
Our client has provided Indonesia's leading food & beverage companies specializing Japanese delicacies as well as other selections of Asian cuisines. Successfully serving millions of foodies with keeping up the tradition of the best dining in a comfortable atmosphere with exceptional service
In the age where everything is digital, how might we establish an online presence that represents traditional dining and comfortable atmosphere with our loyalty program, Solva
MY ROLE
UI/UX Designer
TEAM
Lead UI/UX Design
Senior UI/UX Design
INDUSTRY
F&B
SaaS
Loyalty
SKILLS
Mobile Apps
Branding
Visual Design
Moodboarding
CONTEXT
MY JOB
Finding the sweet spot for visual art direction between traditional-luxury and prestige to represent traditional dining atmosphere
As UI/UX Designers, our goal is to create a reflection of their identity to communicate brand values to their customers.
Our client is a food and beverage (F&B) business group, looking to build a loyalty program for their customers by offering special privileges. They need a loyalty program that supports their business and reflects their brand identity.
It’s important to them that the loyalty program reflects their identity to communicate the value to their customer. This helps the brand's message and values are clearly communicated, building trust, attracting more customers, and increasing business
Create The Graphics Universe
Learn brand visuals to get an abstract representation to create a board of visual keys
Define The Overall Look and Feel
Defining the color system, typography, imagery, and UI style that embody the brand
Adding Visual Metaphors / Design Pattern
Create visual metaphors inspired by the brand's cultural elements to build a unique visual language
DISCOVERY
We started by understanding the brand's position, brand persona, style, restaurant style, through research, which helped us to find idea of the keywords for moodboarding
We looked at each restaurant's style, vibe, and location, as well as current design style in their visual communication like social media, poster, and website. This helped ensure that our art direction stayed aligned with their brand's, old Japanese luxury
CREATE THE GRAPHIC UNIVERSE
We collect, learn, and explore different design styles, fonts, colors, layout, and visual elements that would best represent to old Japanese luxury
Analyze the brand's existing visual language to identify recurring themes, shapes, colors, and cultural references, creating a foundation of visual keys for the design direction
ADDING VISUAL METAPHORS
With touches of black-gold we added the sense of luxury and prestige to enhance and giving the tradition dining vibe
To capture the essence of old Japanese luxury, we created a moodboard featuring traditional Japanese textures and iconic elements that evoke authentic of Japanese culture
For a touch of luxury, we gave the button thin borders to keep the design elegant and refined
FINAL DESIGN
We used luxurious colors to categorize user profiles based on their privilege level
We used aesthetic utility effect with real restaurant photo to capture the luxurious, traditional restaurant vibe, and to create online experience that reflects the identity of the brand
Create online experience that reflects the identity of the brand restaurant
We used aesthetic utility effect with real restaurant photo to capture the luxurious and traditional restaurant vibe
Incorporated Japanese elements
To highlight the traditional Japanese style, we added a minimalist Washi (和紙) texture for elegant and luxurious visual details
We incorporated iconic Japanese elements into the design to represent certain actions for context information
Minimalist layout inspired by Japanese design to help users focus on the important information
By keeping the interface clean and uncluttered, we created the UI elements stand out more, using contrast and bold typography to highlight the essentials
The app icon uses gold and black to give a sense of luxury and prestige to the brand app
CONCLUSION
Our process for finding art direction involves creating the graphic universe to get the keyword and mood board, defining the overall look and feel, starting to design some options for the client to choose from, and adding some visual metaphors to represent the brand characteristics
We worked closely with the client to understand their expectations, focusing on blending their brand identity with modern digital needs
WITHIN 3 MONTHS AFTER RELEASE, PRODUCTS DELIVED MEASURABLE GROWTH:
4.9/5
Apps rating
10K
Members registered
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