[ Arrival Coffee ]
[Info]
Branding, digital direction
Sector: F&B
Client: Confidential
Project Timeline: 12 Weeks
2021
Arrival Coffee is a premium coffee roaster with a focus on selling singular coffee bags and coffee subscriptions and eventually moving into the realm of compostable/re-usable coffee pods.
The branding should be reflective of travel, gifting, sustainability and the love of great design aesthetics through all aspects of life.
The branding should be timeless, gender neutral and align with millennials, gifters and people who appreciate coffee - not only the taste but the overall ritual that comes with making coffee - from opening the bag and smelling the freshly ground beans, to brewing it, to sitting to enjoy it. The beauty of coffee and this ritual is that it can be done and enjoyed in the same way no matter where you travel...
Key words:
Travel, sophisitication, timeless, classic, cheerful & fun
Process:
We began with 3 directoins concepts and the client chose to move on with concept 1.
Part way through the second phase the client had to chance the name to Arrival Coffee due to domain issues. The client loved the direction they had chosen to move in so at this point we pivoted and decided to use the branding but meld the new name Arival to the logo type.
Three tones of green were build out to represent the Colombian Range. There will be three flavour profiles under each range. Dark being the most bold and light being more subtle.
Three tones of pink were build out to represent the Rwanda Range. There will be three flavour profiles under each range. Dark being the most bold and light being more subtle.
Three tones of blue were build out to represent the Sumatra Range. There will be three flavour profiles under each range. Dark being the most bold and light being more subtle.
Three tones of green were build out to represent the Colombian Range. There will be three flavour profiles under each range. Dark being the most bold and light being more subtle.
Brand Development
The branding process shoing the development of the logo and identity. There were multiple pivoting points in this project. particularly as the client had to change the name half way through due to website hosting issues. This process highlights my ability to naturally pivot when neccesary and work to a clients needs while not allowing the design to suffer through the itterations.
After user testing on the mid-fi prototype there were a few pain points highlighted in the checkout phase that benefited from some alterations to the process
Arrival Coffee App Development
Working with the client information architecture of the ordering, delivery and checkout process was developed. Mid-fi prototypes were then made and after a first round of user testing there were some key pain points detected in the checkout process to then the information architecture was then updated to amend these issues.
We then moved into hi-fi prototypes. This process began when the brand was still under the name "Foam Coffee" so when the brand name changed to "Arrival Coffee" we adapted the app design to work with the updated branding (as seen below).
Note: The app component of this project has been put on hold due to investment delays on the client side
Hi-fi prototype of the Foam Coffee app. This was a first hi-fi prototype when the brand was still under the name "Foam Coffee".
Hi-fi prototype of the Arrival Coffee app. When the client changed the name of the brand to "Arrival Coffee" we then had to adapt the new branding to the existing app design.
Hi-fi prototype of the Foam Coffee app. This was a first hi-fi prototype when the brand was still under the name "Foam Coffee".
Product screens with drop down accorion menus revealing the roast information. Add to cart and checkout buttons and the ability to navigate back to the homescreen to add other product or a subscription option to the users bag
Checkout screens - the option to arrange a time and date to pick up your order or to have your order delivered, with a fee automatically added to your total checkout price.
Payment options and the option to add a card and a final order confirmation screen to reassure the user that their order has been recieved and so they can track the progress of it. There is also the function to go into "previous orders" and track your order that way.