OUGD603 - Brief 11: Fonte De Vita App
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Emily Lodge
Brief
Audience & Tone of Voice
Deliverables
The brief is to create a mobile Application for the brand ‘Fonte De Vita’, created in Brief 1.
The Application is aimed at those who use the store itself - Families, professionals, wealthy, food-conscious. The tone of voice reflects the brand in being serious and informative, keeping in with the luxury and simple aesthetic and appearance.
A proposal for a full mobile Application
The App is a way for customers to interact with the brand when away from the store. It allows them to create an order at the Bakery, and make a reservation at the Cafe, as well as look at the products available and find all the information about the brand.
OUGD603 - Brief 11: Fonte De Vita App
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Current App Research
Aesthetic Research
Looking into already existing food apps is important as it shows what is already out there and if there is a gap in the market. This research has shown that while there are apps which allow the user to book tables or make a takeaway at restaurants, such as OpenTable, there are very few apps which are directly linked to one specific restaurant.
The reflection of the ethos of the brand is key in a simple and modernist style of design. The use of flat colours and simplistic navigation icons contrast against the large imagery for each section. A consistent use of colour and aesthetic design is important in representing the brand. The use of white breaks up the content and gives a clean and professional appearance.
Emily Lodge
OUGD603 - Brief 11: Fonte De Vita App
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Emily Lodge
Aesthetic Development
Colours
Iconography
The design of the App changed through multiple stages, moving from relying heavily on the brand colours to the large inclusion of white and lighter colours. Icons and their sizes were also altered to be smaller, clearer and more professional in appearance. The typeface chosen was Berthold Akzidenz Grotesk - light and bold. This reflects the use of this typeface in the branding.
The use of colour reflected on the brand colours, however these were used in lighter tones rather than in block colours. As well as the brand colour green was included to place emphasis on buttons such as ‘log in’ and ‘checkout’.
The use of icons is to make the overall experiece easier to follow as bespoke imagery relates to each individual section in the App.
OUGD603 - Brief 11: Fonte De Vita App
App Navigation The design of the App is made to be as easy to use as possible, with simple navigation and clear icons to represent the different areas available to explore. Large buttons and imagery are used to indicate these areas. Users are able to create their own profile to fully utilise all features available.
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Emily Lodge
OUGD603 - Brief 11: Fonte De Vita App
About the App The initial pages are very simple in design and navigation. Each user has the option to sign up/log in, and create their own profile. This enables them to create orders, reservations and favourites - fully utilising the App. There are also pages dedicated to the brand itself - an about page detailing the brand, and a visit us page with all the contact information available.
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Emily Lodge
OUGD603 - Brief 11: Fonte De Vita App
The Bakery This section to the App is dedicated purely to what is available for offer at the bakery. The bespoke option to this is that users can go through the menu and create an order for pick up in advance. This allows the user to look through all that is there to offer at the bakery and create their own order to collect at a time that suits them.
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Emily Lodge
OUGD603 - Brief 11: Fonte De Vita App
The Cafe This section to the App is dedicated to what is available in the cafe. The main feature is that users are able to reserve a table at the cafe in advance, and tailor it to exactly what they want, with the option of including additional information to the reservation.
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Emily Lodge
OUGD603 - Brief 11: Fonte De Vita App
The Products There is a large focus on the products throughout this App. Users are able to look into each product available at both the bakery and cafe, and are able to favourite these to add them to bakery orders later. All information on the products is given, along with a customer rating so users are able to see what is popular. The design is pictorial, giving the users a much clearer idea of what to expect if they were to try the product.
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Emily Lodge