SUZY’S KITCHEN
BRAND PROFILE
Meal delivery service aiming to help those who want to lose weight but don’t have the time to properly prepare a nutritious meal.
Client
SUZY’S KITCHEN
Industry
Food and Beverage Industry
Date / Duration
2022 / 2 months
Services
Discovery & Research
Logo & Brand Identity Design
Brand Style Guide
CHALLENGE
Create a brand design system that encompasses elements from Suzy’s Kitchen’s past attempts and ideas. Develop a website that allows their customer base to make a subscription based account to purchase meal plans.
OUTCOME
Developed a brand design system to help the internal team to create cohesive brand and marketing assets. Designed and developed a website that is user-friendly to their customer demographic and audience as well as allow the internal team to manage their business logistics.
IMPACT BY NUMBERS:
Migrated over 500+ customers to an online subscription platform
Increase in revenue due to easier transaction and customer account system
Opened doors to social media and engage with 500+ customers
WHAT HAPPENED ?
Suzy’s Kitchen was able to transfer their client base of 500+ customers to an online subscription based system after managing the logistics manually for 10 years. Customers are able to make adjustments with ease as well as directly connect with the internal team. The design system enabled cohesive visual branding and collateral for the business.
Strategy & Approach
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 Suzy’s Kitchen
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
Preparing for a Great 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.
The Brand Design System
With Suzy’s Kitchen taking on a new means of helping their customers, they needed to refresh they visual design system as well. The last time they touched their visual branding was when they bought their first physical store. Taking an online presence meant, they needed to modernize their outlook that matches their purchasing system.
Website Construction
When constructing the website, the following needed to be solved:
Customer subscription based orders are enabled
Customers can make adjustments on their own accounts
New meal selections should be able to be updated easily
There isn’t a cap on the subscription payment limit
Central analytic and customer database for internal team
Simplistic format to allow elderly to operate
Allow delivery only within specific zip codes
An In-House Manual
The internal team was not technologically savvy. To help assist them with their transition into a more online based business, we constructed a protocol manual to help train any new members to the team and those who are not familiar with an online interface. This provided a smoother transition for both the internal team as well the owner take ownership over the transition.
And the results?
Healthy cooking + convenient dining
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.