Project Overview

The aim was to establish a brand guiding users through their coffee brewing journey, fostering a community of enthusiasts, and offering innovative experiences.

Challenges Faced

BIG PROBLEM
Designing cohesive packaging aligned with brand goals and appealing to the target audience.
Ensuring user-friendly interfaces in the mobile app for diverse users.
Developing a marketing campaign consistent with the brand identity.
Designing an interactive booklet to engage users in logging their brewing journey through a coffee passport and the app.
Effectively managing time while juggling multiple aspects of the project, including brand development, packaging design, and app prototyping.
Selecting appropriate colors and illustrations to convey a playful yet coffee-centric identity.

Project Goal

Develop a brand aimed at guiding users through their coffee brewing discovery journey, fostering a community of coffee enthusiasts, and providing opportunities for knowledge sharing and innovative brewing experiences.

UX/UI Product Design | Branding Marketing | Editorial | Packaging

Brew Buddy

TIMELINE: 7 Weeks

This project is a fictitious scenario, as part of my Graphic Communication diploma at Saskatchewan Polytechnic.

Deliverables

Logo
Style Guide
Marketing Collateral
Marketing Funnel
Coffee tester passport
Coffee tester Packaging
Coffee tester labels
Mobile App

During the research phase of the Brew Buddy development project, I conducted a thorough competitive audit to gain insights into what other mobile apps were offering for the brewing community. This audit allowed me to analyze various aspects of competitor apps, including their features, user interfaces, and overall user experience. Additionally, I created detailed user personas and mapped out user journeys to better understand the needs, preferences, and pain points of our target audience. These insights proved invaluable in informing the development of both the brand and the app, as they provided a clear understanding of user expectations and helped identify opportunities for innovation and differentiation. By synthesizing the findings from the competitive audit, user personas, and user journeys, we were able to create a compelling and user-centric solution that effectively addressed the needs of brewing enthusiasts.

Overview

Competitive Audit
User Personas
User Journeys
Site maps
Sketches
Stylescape
Logo Initial Concepts
Dilenie Creation

Research

Ideate

In the ideation phase, I explored colors, textures, and overall aesthetics, resulting in the development of a stylescape to steer the brand's direction. With a primary focus on creating a logo, I aimed to highlight the brand's friendly and approachable nature.

Overview

Stylescape
Logo Initial Concepts
Site maps
Sketches
Dilenie Creation

During this phase, I initiated the development of dielines for the tester pack packaging. These iterations were carefully crafted to accommodate three packages of 15g of coffee beans snugly. Introducing a divider ensured the stability of the inner bags. And I allocated sufficient space at the top of the box to accommodate stickers and the brewing passport.

Furthermore, I began sketching ideas for the marketing campaign and the brewing passport, aligning them with the brand's vision and objectives.

With insights from user personas and the user journey, I formulated site maps to streamline the organization of the mobile app's homepage.

I initiated the creation of app frame sketches to provide a visual representation of the user interface, aiming to enhance the overall user experience. Additionally, to map out the user's journey and interactions within the app, I developed a user flow that guided me through the various stages and potential pathways of the app.

Final Products

Overview

Marketing Funnel
Logos
Styleguide
Coffee Testers
Mobile App

Designing a captivating lead magnet to entice users to download the Brew Buddy app. Utilizing dynamic colors and providing concise information on brewing methods and coffee bean selection. This lead magnet is strategically aligned with the brand's identity and serves as a powerful tool to attract individuals to learn more about the Brew Buddy brand.

Developed a user-friendly landing page facilitating brand discovery, insights acquisition, and seamless download of the lead magnet, aligning with Brew Buddy's brand.

Lead Magnet Ad campaign

I created a social media ad campaign to promote the lead magnet, enticing users to connect with the brand, discover its offerings, and either download the app or explore available products. Tailored for social media and Google Ads, the campaign strategically reached potential users across multiple platforms.

Awareness Ad campaign

I developed a comprehensive social media ad campaign aimed at raising awareness about the brand, highlighting its key features, and showcasing the platform's benefits for users. Through animated stories, promotional ads, and regular posts, I effectively engaged users and fostered interest in learning more about the brand.