rebranding case study
Q4 2017
Together, we refreshed the franchise’s website, posters, and retail packaging to match embodying franchise-wide visions through team building UX design sprints.
UNIFYING A BRAND
ORCHESTRATING A FRANCHISE'S REBRANDING
ROLE
UX Strategist,
Branding Specialist
INSPIRATION
I undertook long overdue franchise-wide branding projects delayed in the loss of American Deli's Vice President of Marketing. Overseeing the logo update, I spearheaded the UI refresh of various print and digital designs for retail packaging and marketing collateral impacting American Deli brand-wide.
94% Korean owned
162+ retail locations
10 domestic states
REBRANDING HIGHLIGHTS
HOVER OVER FOR BEFORE/AFTER IMPACT
VOICES ACROSS THE BRAND
All attendees sample tested R&D menu items and evaluated new purchasing ingredients while conversing brand priorities.
"We want updated menu photographs and new menu items that are interesting "
- Franchisee
" We need to reach out to communities more. I want to share the gift of food with everyone. "
- President of ADI
" Spotlight backstories and media presence. Give the brand more personality! "
- General Manager
" Bright colors, better photographs all around "
- Creative Director
" The brand needs online cloud sales reporting and online ordering integrations. "
- VP of Operations
FINAL VOTES
In the spirit of brand-wide collaboration and trademark compliance, C-suite leadership, corporate office employees, franchisees, and retail associates voted to elect which prototype to produce.
SAUCE CUP TOPS
HOMEPAGE
landing view emphasis on the food and locations!
PICTORAL MARK
LOCATIONS FINDER
We updated all 162 retail locations to an interactive map integrated with online ordering!
CUP
SOCIAL ENGAGEMENT
We experimented with various fun quizzes and surveys to improve engage our users across the nation such as your Flavor Inspiration and your Wing Sauce Personality Quiz ☺ !
T-SHIRT BAG
BUZZ PAGE
We added an in-the-news buzz page to the live site pending American Deli's first social media posts!
BILLBOARD
AFTER
WEBSITE
BEFORE
AFTER
CUP
BEFORE
AFTER
TAKEOUT BAG
BEFORE
DESIGN RESEARCH
We conducted Competitive Analyses and Research Design surveying both major Quick Service Restaurant (QSR) and Fast food Service Restaurant (FSR) franchises such as:
-
Buffalo Wild Wings
-
Wendy's
-
McDonalds
MARKET TRENDS
To survey restaurant technological trends, I additionally spearheaded market trends analysis focusing on QSR and FSR online ordering, digital marketing, social media marketing, and CMS trends.
INVITING ALL STAKEHOLDERS
We invited multinational franchisees and retail employees nationwide to attend a conversational presentation regarding necessary branding and technological updates brand, the first of its kind.
REBRANDING GOALS
Following the event, we tallied survey submissions and compiled our shared brand priorities to narrow in on primary rebranding goals.
+ SOCIAL MEDIA ENGAGEMENT
FDA NUTRITION UPDATE
+ BRAND
VISIBILITY
+ USER FOCUSED!
+ ONLINE ORDERING
ELECTED FINALISTS
The catalyzed branding projects were released in February 2018. Please find most of our new designs across digital and print products below !
POSTER
LO-FI TO MID-FI WIREFRAMING
brand inspired pages
ABOUT PAGE
HERO IMAGES
INSIGHTS & UPDATES
We updated images based on A/B test insights revealing that users responded better by 28% to brighter open images with less copy.
Analyzing Sales Report revealed that 60% of orders are purchased by families around dinner time.This inspired us to spotlight family-focused hero images to the landing page.
28% preferred
60% family dinners
FRANCHISE-WIDE VOTING
Post-updates, to unify the decisions of the entire brand, we shared iterations of all mockups and prototypes to clerks, chefs, managers, franchisees, and corporate employees for voluntary voting!
