HARDCASTLE RESTAURANTS PVT LTD.
McCafé retail and in-store experience.
Services
DISPLAY MENU DESIGN
PRODUCT-PRICE CARDS
Client
HARDCASTLE RESTAURANTS PVT LTD.
Collaboration
SITE PHOTOS: AAMIR RANGWALLA
Location
WEST & SOUTH INDIA
Challenge
McCafé had received a set of global guidelines but were open to experimenting and do something unique for their café experience. The challenge was that the café set-up was perceived as a secondary station—where coffee was prepared and sometimes served. With low footfall in that area for orders, our task was to create a space that was attractive and distinctly separate from the primary counter experience.
Approach
Our focus was in crafting a space that stood out bright and attractive to draw customers. We created clear sections for the hot and cold beverages leveraging colours and integrated interesting graphics and gradients. The offer panel with a white background provided a good break between the sections and played up the hero products. The typography and overall layout was based on a clean structured grid enabling legibility.
The coffee mug design adhered to the bright chrome yellow look and stood out stark amongst the food items and other beverages. As take-away too, the mugs had good visibility and impact from a distance.
The name card built its own spot against a backdrop of brown muffins providing clear communication.
The menu boards were designed keeping in mind its busy environment. Not only were they populated with the café machines and preparation platforms, but in some retail outlets also had other design graphics and digital videos. Thus, a neat design with hierarchial information was the appropriate approach.
The merchandise and point of sale touch-points were going to be released in phases, We ensured that there was no stark disconnect between the existing and the new creatives.
