PROJECT
Launching an end-to-end culinary picnic experience for local gourmets.
SUMMARY
The founder of à la french approached me to create the branding, packaging, and website for her new concept that aims to delight local gourmets with innovative culinary picnics and apéritif boxes. The launch helped establish the concept locally and created new opportunities for the business. The website is no longer under my direction.
ROLES
Lead Design
Manage Project
Art Direction
Strategy
PROJECT
Launching an end-to-end culinary picnic experience for local gourmets.
SUMMARY
The founder of à la french approached me to create the branding, packaging, and website for her new concept that aims to delight local gourmets with innovative culinary picnics and apéritif boxes. The launch helped establish the concept locally and created new opportunities for the business. The website is no longer under my direction.
INFO
Roles: Lead Design, Manage Project, Art Direction, Strategy
Timeline: January - April 2021
Platforms: Web Desktop, Web Mobile
PROJECT
Launching a culinary picnic experience for gourmets.
SUMMARY
The founder of à la french approached me to create the branding, packaging, and website for her new concept that aims to delight local gourmets with innovative culinary picnics and apéritif boxes. The launch helped establish the concept locally and created new opportunities for the business. The website is no longer under my direction.
INFO
Roles: Lead Design, Manage Project, Art Direction, Strategy
Timeline: January - April 2021
Platforms: Web Desktop, Web Mobile
Desktop version of the alafrench.co website
Main Goals
№1 - Launch
Launch the first iteration of the website in April to be ready for the picnic season and start generating insights for future shipments.
№2 - Establish Trust
Create trust throughout the website, the booking process, and the branding to establish the company within the local food scene.
№3 - Automate
Automate and explain crucial steps of the booking process to reduce the customer service requests and to free up time for the team.
Mobile version of the alafrench.co website
Visual Identity
As a plant-based concept, warm and earthy tones were chosen, paired with an expressive typewriter-font style, to introduce modern and traditional aspects and to convey a feeling of accessible luxury.
Typography and color selection for the brand
Photography
Defining a clear photographic style and using consistent elements, such as beige backdrops and tiled patterns, ensures the brand is easily recognizable when its photographs are used on blogs or social media.
First Insights
№1 - Unclear Process
As the concept was new and unlike your typical takeout experience, people asked a lot of questions about the booking process before ordering.
№2 - Difficult Choice
People struggled to compose their basket from an à la carte menu and were unsure about the right quantity to order for the number of people attending.
№3 - Special Occasions
Most bookings were made for special occasions, such as birthdays or as gifts to surprise loved ones with a unique experience.
Experience
Based on the insights generated through the first experiment, we listed all the major steps of the customer journey as well as the relevant channels, features, and content to ensure a great end-to-end experience.
➀ Discover the Concept
The main pages are designed to help discover the concept in general and answer any questions visitors might have. As creators of culinary experiences, we named the offers after experiences such as “movie night” or “French brunch.”
Scrolling the home page
Menu overlay
Picnic overview
Weather forecast
Newsletter signup
Overview of the main pages
➁ View the Menu
The detail page of each picnic showcases the included menu and possible add-ons. We captured each separate food creation and added a description to create a visual and easy-to-browse menu.
Scrolling through the menu
Picnic detail page
How it works section
➂ Book a Picnic
Once customers have made a choice, a step-by-step booking flow guides them through the creation of their own custom gourmet picnic. The flow is built with the Acuity Scheduling plugin, which offers a great set of features right out the box.
Select package
Add infos
Success state
Automated reminders
➃ Unbox and Enjoy
The most important part of the experience is the picnic itself, so we designed labels for each menu item as well as a short greeting card, a game, and a link to a curated playlist to enhance the unboxing and picnic experience.
➄ Drop Off the Basket
The basket and glasses have a deposit that gets refunded once they are returned. Customers can book their return date and time through scanning a QR code placed in the basket or through a link sent via email.
The picnic "l'amour" menu
Results
25K
Website Visitors
The website successfully went live on the scheduled date in April and weekends were rapidly booked out. The automation helped drastically reduce the customer service requests.
43%
Instagram Revenue
The branding of the offer and collaborations with other brands helped rapidly establish the concept among local foodies and generated numerous sales through Instagram.
18%
Word-of-Mouth Revenue
The unique experience and well-thought-out details such as the packaging made it a highly shareable experience that boosted word-of-mouth revenue.
50+
Gift Cards Sold
When returning their basket, people often complimented the unique experience and delicious food. This encouraged them to gift the experience to their loved ones.
Takeaways
№1 - Hands-On Work
As a team of three, our decisions were made quickly, and a hands-on approach was needed to tackle the huge workload required to launch the concept.
№2 - Cross-Channel
The project gave me the opportunity to design and influence all aspects of the customer journey, ensuring a seamless cross-channel experience.
№3 - Never Stop Learning
There were many firsts for me in this project. Being curious, willing to learn, and trusting the process helped me to tackle those challenges and rapidly develop new skills.
№4 - Think Ahead
The automation for the regular orders saved the founder considerable time, but it also required a lot of preparation to change a menu item or expand the offering.
Create Impact!
Create Impact!
Create Impact!
Create Impact!
Create Impact!
Create Impact!
Create Impact!
Create Impact!
Create Impact!
Create Impact!
Create Impact!
Create Impact!
