Throughout the website, a strict colour palette is applied and the composition is left minimal and clean, in order to give the user an effortless and visually pleasing experience. The fluorescent green is perfectly visable for screen, and maintains the core visual aesthetic of the branding throughout. All type is in Radnika, again keeping consistency the key factor.
The first image shows the 'enter' page. This is an interactive element added to the website to make it engaging from the word go. The user simply clicks on the burger to enter the main page of the website.
The homepage reflects the brand's identity with one of the patterns utilised on screen, the tiled effect fills the composition and gives the page visual balance and something fun to look at. From here the user can select the burger bar which will bring down a concise drop down menu with four links to the pages of the website.
The first is the about section which is a brief description of what the restaurant stands for and a hypothetical image of how the restaurant would look, the colour palette is again reinforced through this image, and it installs a sense of realism and puts the restaurant in context.
The second image demonstrates how the user can find restaurants. The UK is shown here, but in the future the company can stretch their wings onto new countries. The user can hover over each mark point to see where the restaurant is, or select a city from the drop down menu, whichever they prefer. Giving the user multiple options on how to engage with an interface is important as it shows versatility and choice.
The final image shows how the website can be used to distribute information about veganism for those who wish to read it. It is not placed on the main section of the website, but available for those who are interested in learning more or may be curious. Fitting with the rest of the company's ethos, there are no graphic images, only simple facts. The information is not complex or overfacing and gets straight to the point.
At the bottom of each page the user can follow and interact with Erdenbürger on social media or join the mailing list, which is a way for the brand to keep engaging with the consumers and keep the company in their mind.
Here this image shows how the designs have been adapted adequately to provide a similar experience as the desktop view, but in some cases simplified. For this, the map has been removed as there would be certain limitations to implementing this onto a phone, such as the inability to hover on a smartphone. The function remains the same, however.
The website's main demographic will include younger millenials who either eat there regularly or have heard about the chain from social media, word of mouth or TV / online advertisement.
Social Media:
Social media is integrated into almost everybody's lives on a daily basis. It's important to promote the brand through the platforms most people visit everyday. Here is an example of Erdenbürger interacting through an online presence. This personalises the brand, and gives the users a way to ask questions and engage with the account, and promotes the brand through the power of social media.
Retweets and follows will spread the word, especially because of the demographic on Twitter, which contains a lot of young, liberal vegans who will be very likely to advocate the company. It will have the opportunity to gain a wide range of feedback and even trend, applying hashtags can speed this along and get the snowball effect. It's promotion for free.
Advertisement:
Erdenbürger Advertisment from Lo Wilcock on Vimeo.
And finally, an example of an advertisement that could be played on social media and even television. The example is just an inital development, and could be taken further by adding more effects and information, or having a voice over to explain the concept better.
This distributes information clearly about the company in a short and succinct way, adhering to the identity of the brand perfectly and reaching a large audience. Although not everyone who sees this will be in the predicted demographic, it could attract a wider range of consumers as they may not think about eating at an establishment like this until they know more about it.
I held off on using hard hitting and graphic facts about the negatives of eating animal products, as I felt it was unnecessary. It could put a damper on the advertisment and be more like a charity video, guilt tripping the audience is poor taste for how I want to be able to sell the products. Taste and visual aesthetic should be the main points of sale, and the veganism can be subtly intertwined as a core value none the less.
The music is cheery and uplifting, helping to combat the stereotypes that veganism is super serious and depressing and 'irritating', and just demonstrating that there can be fun involved, and the food can be superb.
No comments:
Post a Comment