I worked on this project alone.
The goal of this project was to create a unique proposition of a microbrewerie concept that was different from competitors.
The unique value proposition we came up with was for the microbrewery to have a “membership-app” with features such as ordering on the app, notification of events, fidelity advantages and accessibility.
In the process of creating this concept, I made a a competitive audit and a brand identity.
L'Oregerie is a microbrewery in Nantes with access to a member app.
L'Orgerie's brand is refined and expressive, with an attention to
visual and quality in order to create an emotional connection with
the customer. The outstanding experience happens in a lush,
1930s-inspired setting known for its worldliness and refinement.
I audited and examined competitors to understand how the L'Orgerie compared. In order to make L'Orgerie app functional and informative providing the brewerie experience like no other in Nantes.
The clientele of the bar is trendy of all ages, mostly working adults looking for a pleasant environment and quality/sophisticated products but also college students enjoying the app.
Our key competitors are Canopée, a local restaurant, and Cocktail Experience, a small cocktail bar that changes monthly recipes of cocktails made with great care. Both are direct competitors. Canopée has a website that communicates the place's history and the menu. Canopée offers the possibility to privatize all or part of the brasserie for lunch or evening services.
Canopée positions itself as a traditional French restaurant with a pleasant green art deco decor and an open selling. However, they don't offer a large choice of cocktails. Cocktail Experience markets itself to customers who wants to discover original cocktails. However it does not have a website but it is active on Facebook. Both, despite the young vibes of Cocktail Experience, mainly target higher-income clientele who like to drink cocktails and eat food they can feel good about.
None of them have an app with a membership which is an opportunity to stand out. So I generated an app to extend the experience with a loyalty system. Here are the main features of the app:
In the following part you will find the logo, fonts, images in order to create consistency across the brand. The goal is to create a story in a way that generates loyalty, awareness and excitement.
The logo should be used on a white background whenever it is possible. It is composed of 2 elements that may not be separated.
Use on screen media
Use on dark mode and print media
This grid illustrates the design of the logo, its proportion and the space that should be respected.
When required by the media to ensure legibility.
L'Orgerie's typography provides the variety necessary for its app
content. Both Poppins and Lato offer differentiation of weights.
Also, we thought about the scale for mobile, we made sure to have it
large enough to read easily at arm's length and provide a smooth
read.
L'Orgerie's primary color is green. It uses a variation of this colour for different elements. Our palettes enable us to stand out from our competitors. L'Orgerie's palette is made of a golden brown and a dark red because they are beer flavour colours but we added green because we want people to feel positive about l'Orgerie. This lively palette makes the branding welcoming and exciting.
Primary colour can be used for freely for background. But it is important to respect that each colour has a section : green for account, red for event and black for the menu section.
This palette is complementary colours and should mostly be used for illustrations.
L'Orgerie's app enable clients to be informed about events,
avantages and brewery options that match their input preferences.
L'Orgerie's app is both functional (used for ordering drinks) and
informative (allowing users to explore and learn about the
microbrewery).
L'Orgerie app has three main sections:
Looking back at this project while doing my portfolio, there are
many things that I would change. First of all I would add more “in
situation” graphism for the graphical charter. Then I would add more
illustrations, I also think that I would change the complementary
colours.
Finally, it is a value proposition design but I think it could be
interesting to push the project further and conduct user journeys.
