CREPES A GOGO

A rebranding project for a late-night foodtruck to serve with drunk UX.

Overview

Crepes A gogo is a late-night food truck that serves a yummy crepes during mid night for drunken folks on the south of Market st in SF. This project aiming to rebrand their look on their identity and typography of menu, bonus with a unconventional UX for such condition of their business hours.

Role

Design thinking

Marketing analysis

Branding

Menu Design

Website Design

Prototyping


Open till 2am + located on the SOMA area of SF

Challenge: time & locations

Our truck has a chance to meet designers, clubbers, drivers, late-night workers, hungry customers with reasons staying out or hanging out late, they might just go out from party or office, we want to consider this scenario when we communicate with customers through having a better design


Original brand

What to improve
  • lack of clear logo
  • lack of packaging
  • lack of readible menu
  • lack of approach to pay
  • lack of a website

Their original spirit.


Identify

Mission

To feed you love even you’re
Hangry,
drunk,
stoned,
our of cash and memory
in the late night soma street.

Role

We arethe hope
for your dunchies.
We are the cure of your
late night hunger.
We arethe nostalgia of your
Paris disco vibes.


Target audience
Party raver + Late night gamer + Uber / Lyft Driver + Young drunk stoner + Burn out designer
Basically, we are the idea when it is late in the SOMA area.

Ideation

Brand voice
  • Energetic
  • Hopeful
  • Fun-loving
  • Dynamic
  • Cheerful
  • Fuel
  • Satisfied
  • Uplifting

Color&Type
  • Color
  • Type
Logo

Explorations

Decisions


Business card logo



Packaging

Menu in print

Brandwear


Food packaging


Interactive menu

Flow chart


Icons

Drunk UX + Dark mode

By identifying the path how users swiped, we can direct the page for users to have esier choices by random pairing.

Digital Menu Prototype
Website

Website sitemap


Wireframes


Web Prototype
Iterations

Future Improvement

If given more time, I'd like to think more about:

Design for better

With time constraint, I only went through the first deliverable, I would definetely want to do more refinement on overall visual and make my design looks cleaner.

Detailed plan

I want to build the website with more detailed and commercialized, right now I have not talked with the owner, but if there is a chance I can work with them, I will like too. I noticed this food truck because they are nice owners and offering good food, they currently are moving to Washington Square and having their shop since 2019, but still opening late till 2 am!


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