Concept Café
The Contemporary Cafeteria
Digital Creative Consultant / 2019-2020
The Brand.
Concept Contemporary Café is a modern restaurant, combining a hybrid strategy of a flagship store with an expanded cloud kitchen setup. Offering great quality food across an assortment of categories, at affordable prices. Inspired by the efficiency of 3rd party delivery with the emergence of the new ghost kitchen restaurant trend.
At Concept Café, they’re developing a strong relationship with their customers by offering them the food they already love whilst accomodating for their cultural and religious requirements. Carving out a niche for the brand across some halaal cuisine categories which are hard to find in the Cape Town region.
Client:
Concept Contemporary Café
Services:
Branding, Web, UI/UX, Interior Design
Project Link:
Logotype.
The brand identity developed for Concept Café is meant to depict a minimalist yet plentiful brand personality.
The Concept Café Logomark is a symbol that depicts an abstract infinity sign which also partially forms an abstract “C” & “O” which are the first 2 letters of the brand name. The infinity sign depicting the endless cuisine options and the yellow circle depicting the idea that Concept Café is the complete solution for the customer.
Logo Animation.
The Concept Café logo animation utilizes a simple 2D animation style that illustrates the core ethos of the business, which is to be the complete culinary brand for their consumer. This is depicted by the brand logo transforming into various types of cuisines in a fun playful manner.
In order to consistently create a “Good First Impression,” it was decided to incorporate a GIF version of the logo animation into all staff members email signatures which they will use for external communication.
Logo Animation.
The Concept Café logo animation utilizes a simple 2D animation style that illustrates the core ethos of the business, which is to be the complete culinary brand for their consumer. This is depicted by the brand logo transforming into various types of cuisines in a fun playful manner.
In order to consistently create a “Good First Impression,” it was decided to incorporate a GIF version of the logo animation into all staff members email signatures which they will use for external communication.
Social Strategy.
The Concept Café social media management strategy comprised of effective visual brand storytelling techniques. With consistent colours, fonts, and aspirational brand imagery being utilized for the brand. This coupled with an effective paid ad strategy allowed the brand to gain considerable awareness at launch.
A focus on dynamic food photography allowed for a diversity of posts that better represented the assortment of cuisine available at Concept Café. Finally, a consistent drive from social to 3rd party delivery services was integral to their eCommerce success.
Social Strategy.
The Concept Café social media management strategy comprised of effective visual brand storytelling techniques. With consistent colours, fonts, and aspirational brand imagery being utilized for the brand. This coupled with an effective paid ad strategy allowed the brand to gain considerable awareness at launch.
A focus on dynamic food photography allowed for a diversity of posts that better represented the assortment of cuisine available at Concept Café. Finally, a consistent drive from social to 3rd party delivery services was integral to their eCommerce success.
eCommerce Strategy.
A proposed design for the development of a responsive website for mobile and web would allow the Concept Café brand to maintain a consistent digital brand aesthetic across all of their touchpoints.
Through this implementation of an eCommerce solution, coupled with restaurant & driver apps, the Concept Café brand would be able to reach its customers online without the need to solely rely on 3rd party restaurant delivery app, like UberEats & Mr D. Allowing them to further entrench themselves with their customer base, as the complete culinary restaurant experience.
Web Development.
A proposed design for the development of a responsive website for mobile and web would allow the Concept Café brand to maintain a consistent digital brand aesthetic across all of their touchpoints.
Through this implementation of an eCommerce solution, coupled with restaurant & driver apps, the Concept Café brand would be able to reach its customers online without the need to solely rely on 3rd party restaurant delivery app, like UberEats & Mr D. Allowing them to further entrench themselves with their customer base, as the complete culinary restaurant experience.
Product Design.
A proposed design for the development of the mobile app for the Concept Café brand. The mobile app design continues the digital brand aesthetic from a UI & UX perspective.
Through this implementation of a mobile app for both customers and delivery drivers, the Concept Café brand would be able to reach their customers and offer the convenience they are already accustomed to. Without the need to solely rely on 3rd party restaurant delivery app, like UberEats & Mr D.
Product Design.
A proposed design for the development of the mobile app for the Concept Café brand. The mobile app design continues the digital brand aesthetic from a UI & UX perspective.
Through this implementation of a mobile app for both customers and delivery drivers, the Concept Café brand would be able to reach their customers and offer the convenience they are already accustomed to. Without the need to solely rely on 3rd party restaurant delivery app, like UberEats & Mr D.
Conclusion.
The scope of work done with Concept Contemporary Café spanned across multiple design areas. From essential branding elements, social media management and digital product design, all the way to restaurant interior design. Unlike many of the other projects I’ve been involved with, the interior
was an interesting skill I had the opportunity to develop. The flagship store concept was designed to allow for the production capacity required to produce the variety of cuisines Concept Café would produce. As well as effectively convey the identity of the brand in a trendy, modern interior design aesthetic.
Even though my involvement with the Concept brand has been completed. I look forward to seeing the team continue to implement the vision of the brand in the years to come.