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carte Maria Boehling // Alexandra Hadley // Aaron Picart
[kahrt; Fr. kart] n. a list of dishes available at a restaurant 1. French . menu; bill of fare. Compare Ă la carte. 2. Archaic . a map or chart. 3. Business . a grocery chain based out of Raleigh, North Carolina.
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Mission Statement Carte is a pre-packaged food shopping experience that provides a quick and easy solution to your meal planning needs. Carte remains locally responsive and universally relevant by bringing colloquial collaborations of culinary customs to help simplify your life and reenergize the “sit down family dinner.�
Strategy + Brand Positioning Carte will redefine the grocery experience by providing a new dimension to fresh prepackaged foods with a highly user friendly and personal design system. Between our staple foods, seasonal foods and local foods we will provide recipes, nutritional information, and insights into traditions of the local community. Carte will have a robust physical and web presence, balancing connections between the community and local businesses, combined with the ease of internet shopping to bring a holistic approach to the concept of the local grocery. Carte aims to simplify your life and provide a networking platform to connect the community through a culinary shopping and learning experience.
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Table of Contents
p Kit of Parts
Recipe Cards
Palate Mobile App
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Recipe cards used in the packaging that allow you to easily follow and reuse Carte’s recipes.
An in-store mobile application that helps you pair kits within the store, aids in navigation, and also keeps track of classes and rewards.
Advertisements
store layout/ signage
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1. personas 3. Blue prints & Scripts 2. activity paths & wire frames A sequence of research methods utilized to design the service and interaction touchpoints
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Series of ads and guide for strategies to further advertising around the city.
Swag S // Aaron
Blueprints, furniture and a way finding system that guides the customers in the store.
delivery mobile app M // Aaron
kit packaging L // Maria Packaging that provides a Carte shopper with difficulty levels on their kit and easy to follow incorporated instructions.
dinnerware set M // Alex Custom dish ware designed to help you measure in the kitchen.
carte website L // Aaron
Kit of parts
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Language
“The Palate” ie. About Us
Carte was spun from the voice of the community and packed with simplicity in mind. Every kit is thoughtfully crafted and designed so that you can spend less time worrying what to make for dinner and more time with the people you’re cooking for. Our recipes are locally inspired and so are the products that go along with them. By insuring that you have every ingredient each time you open a your kit you can forgo those dashes to the store and the forgotten grocery lists. We make it easy. Our taste is for healthy, fresh, novel dishes that can easily turn you into a chef bon vivant.
“The Recipes” ie. What we do
Carte provides a variety of ways in which you can customize your food-shopping habits. Visit our store with a recipe in mind or simply wander in to discover some sensational dishes. Pick your kit and take home a perfectly portioned and measured selection of fresh ingredients with easy to follow instructions. Stay a while and participate in one of our inhouse cooking classes from chefs with featured recipes or chat with our knowledgeable employees. If you leave the store without all the cooking wisdom you might have liked, or if you’re struck by inspiration on your way home, then you can check the website for tips and reviews of recipes. You can also fill out a profile to collect your favorite recipes or plan your meals for the week to even have them brought to your door.
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Kit of parts Language
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Tailored tag lines
Sign off/ Key words
Porter Nursery dropped in to bring you a variety of seasonal choices. Because you forget your list any way John Renal brings you his favorite cozy dish. What’s your plate look like tonight? If your food could talk Filling your kitchen with great aromas that you can even take credit for. Chat with the chef A Taste of the community Never felt so free in a container
a la carte simple impromptu The sophisticated brown bag Kid friendly gormet Local Legends People pleasers Dash to taste Sun fresh warm regards and best dishes
Carte to Store
Carte to Web
Carte to Grab
What fills your plate tonight? A bar of colloquial treats Produce for a soiree Fresh flowers by Gladys Farms Full swing in pumpkin season Family favorites Soulfully fresh Bringing back brunch The specials of the season Farm bright pairings Don’t fight your temptation to check the in Kitchen Events The Woodstock of food talk Cliff Vogel’s favorite cozy dish. Join the recipe challenge
Form a relationship with your meals. If your kit could talk Feeding a family Inside the kitchen Struggles and triumphs of the squash. Clueless about creme burlee? Direct from the chief Cooking for a crowd The beauty of the spread A couple of notes: Brilliant second day meals Layer it on with ease and elegance
Hungry for more Check back with us for fresh finds Here’s how to pick the best kits for your palate. No measuring cups, no teaspoons Math should not be involved in cooking. Perfectly measured from spices to spaghetti. Making weeknights run smoothly Almost freestyle cooking Quick tomato sauce hailing from Don Vitos family recipe Customize your selection of snacks on the run
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Kit of parts Language Food Words
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Bisque whip sprinkle pinch dash quarter slice season zest pour coat light skillet dust grill toss tender pot pan peel beater sheet ladel burn strain juice trim paring julienned candied savory pastry purees bitter legume squash spear
bran raw apple artichoke arugula steamed turnips spread roast sauté lime beets belgian endive chicories raabe rapini sprouts cauliflower root figs garlic eggplant scallions herbs kale lemon grass leeks parsnips pear pepper persimmon pomegranate pumpkin rutabagas sweet potatoes
Trademark Words
Signoffs
Bar fuse a la carte simple impromptu refreshing unconventional crisp finds chat habits customize craving packed snugged dip farm market bunch decorate sun sweet crumble delectable cozy main meal flatters compliment ultimate guide body soul clueless picnic stargaze stroll commute
A bar of colloquial treats Only some bisquing required An impromptu pinch of salt Prepare a cozy skillet Farm dipped fresh Urban folic Decorate with thyme Trim the worry out of your meals Find the root of your fruit Raw, Fresh, Sun kissed goods Star gazing ciders Seamless Soul food The ultimate autumn meal Produce for a soiree Compliment your meal with kale Guiding you through family dinner Guiding you through your date dinner Graduate to the crème brulee To scare the frozen food section Pepper to taste Produce that strolled from the farm Pumpkin crumble Meals that take main stage A steamed philosophy Sprout habits Parsnips are never in a good mood Enjoying made easy Relish the meal Enjoy the simplicity Unpack and create Claim the aroma Ease in to supper Meals that decorate your palate
seed bale bushel colloquial season swath guide vigor sing ballad frolic soiree fashioned produce autumn urban city metropolitan philosophy foodist family gathering garner card fritter cloth table taste relish delight ease
To the Chef
You inspire us to bring more sophistication to macaroni and cheese. We would love to feature one of your recipes in our meal kits. To the Shoppers
We take pride in whole heartedly bringing your the freshest ingredients from the farmers you know. To the Locals
Playing up Raleigh’s culinary strengths.
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Entity Concept Mapping Diagram
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Kit of parts
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Typography Logotype & Serif
Large Headers
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Kit of parts Typography Tertiary / Auxiliary
Sans Serif A
Script
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Kit of parts
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Graphic
The Brandmark Carte’s brandmark features a minimalist and stylized banner carrying the name ‘CARTE’ in small caps. The banner is held in the center of two diagonally crossing braces. This format is both horizontally sensible and has applications as a square image. Due to the perfect square dimensions, the logo can also be displayed inside circles radially. The Carte typeface is Mrs Eaves, Zuzana Licko from Emigre’s revival of Baskerville. Named after Sarah Eaves, the woman who became John Baskerville’s wife, Mrs Eaves is a refined yet playful, more delicate version of Baskerville. As an answer to 1757’s Caslon, this type family is metaphoric of the transitional period between the Old Style and Modern. Alternatively, the vector moustache can be used as a stand-in for the Carte brandmark in instances where due to size restraints or tone of communication it is more appropriate.
SEASONAL This icon is used to define store items only in stock seasonally, usually in 3-5 month runs. 10
LOCAL This icon is used to define store items featuring collaborations with local chefs and farmers.
STAPLE This icon is used to define store items in stock year-round due to popularity and demand.
Kit of parts
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Graphic
An elegant and simple pattern, useful for packaging and subtle textural touches.
A visually impacting and highcontrast pattern, meant to be the primary focus.
A subtle and textural pattern intended to house type and provide color density in high textdensity areas.
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Kit of parts Image
Illustrations Meant to evoke some of the stylistic elements of 19th century prints of hand-drawn or hand-carved images, utilizing food illustrations in our brand provides for a clean and unified image, as well as distinctive packaging.
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Kit of parts Image Photographs will also play an important role in communicating the Carte brand and the simplicity of the meals. Real photographs, representing what the kit contains will be featured on all carte kits. Photographs will also be an integral part of the web presence. Carte meals will be renowned not only for their ease of use and utility, but also for their quality. High quality photographs on the internet of Carte meals will provide excellent outreach and promotional materials. The “foodie“ community is rich with food bloggers who pay equal attention to the experiential design of eating in addition to the quality of the food.
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Process Methods SERVICE & INTERACTION
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Personas Service
Aimee rother A 27 year old foodie who loves her job in the city and living a fresh, contemporary, artistic lifestyle. Ruth– Aimee, how did you become such a great chef? Aimee– Well, those cooking classes at Carte are very helpful. And Carte provides the best freshest ingredients in their recipes. That sounds lovely. Lets go together tomorrow night! They are having the chef from Solas.
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motivations
expectations
goals
Aimee likes to have everything under control. From her accessories and her crisp white linen sheets. Everything for her is whimsical, organized, and fresh. She loves the idea of discovering new fresh and local foods from Carte and goes to the cooking classes weekly. Carte makes it easy to do everything she needs to get accomplished in the week and she feels really good about it. She stops by almost everyday on her afternoon walk and loves picking up fresh flowers or a great bottle of wine.
>Pick up the freshest ingredients.
1. Transparency on ingred ients and where they come from. 2. Easy to access front of store novelties like flowers. 4. Drink Section. 5. A Community Kitchen.
> Take cooking classes and meet knew friends. >Stopping by to pick up a bottle of wine, her dinner, and a flower bouquet.
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Personas Service
Vladimir krov A 22 year old student who is Studying Abroad in the USA from Russia. Sarah – Vladimir, have you ever had Chicken Pot Pie? Vladimir – No, I would love to try to cook it with you this weekend in the basement kitchen. Okay, sweet. Wanna go pick up the kit from Carte tomorrow? Good, let us meet at the bus stop at 5pm.
motivations Vladimir wants to soak up as much of the American culture while he is in school there. He is fascinated by the cultural differences and loves the food and the abundance of diverse businesses. When he goes to Carte, he wants to soak every bit in. He reads absolutely everything and tries to understand the business model.
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expectations >Learn about the food on the box. > Learn about the company. >Totally understand what is in the kit and how it serves a purpose.
goals 1. Be clear and effective about what is isn’t the box. 2. Legible.
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Personas Service
Dylan Kincad A 23 year old Mechanical Engineer who needs to impress his impending girlfriend. //*5pm Saturday night *// Carly– So dinner at your house tonight at 6pm? Dylan– Umm yeah... sure. Make it 6:30.. I have to stop by the store first. Okay, I’ll bring the wine. Thanks, because all I have is beer. I can’t wait to see you tonight! Don’t forget I am a vegetarian! Yeah, It’ll be great! //*hangs up phone and immediately starts freaking out*//
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motivations
expectations
Dylan wants to impress Carly and make her his girlfriend. It is the first time she is coming over to his place and she says she is bringing wine, which obviously means she expects a lavish dinner on the table and him to cook for her by candlelight. This all sounds awesome except for the fact that Dylan cannot exactly cook a gourmet meal. He lives off of basically Ramen, Pizza, and Mac n Cheese with easy to follow directions on the box. He has heard of a place called Carte from his mom. He decides it is his last hope since he doesn’t even know where to begin at the grocery store.
>Impressing his date with his cooking skills and knowledge. > Easy to get advice on cooking >Getting in and out of the store fast with a easy gourmet pre proportioned vegetarian meal >Access to meal video tutorials. >Easy to follow steps and directions.
goals 1. Easy to Navigate Aisles 2. Novice – Expert Meter 3. What you need not in package. 4. Link to online/mobile tutorials 5. Numbered explicit ingredients.
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Palate Mobile App
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Service Blueprint
Exterior
Carte Usual
New Customer Carte Employee
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Entrance Loads Palate on phone, gets it ready .
Downloads Palate if they have heard about it previously.
Outside store, prompts customers to check out the Palate app.
Uses Palate to help locate where they want to shop first.
Answering questions about how the store system operates.
aisle
Community kitchen
Uses Palate to find new and recommended pairings of an appetizer/dessert, drink, and side item.
Uses Palate to check into Cooking Classes, check calender and see who is attending and acquires points.
Uses Palate to find new and recommended pairings of an appetizer/dessert, drink, and side item and where to locate them.
Reads calender r classes. Sees if any friends have checked in. Acquires points.
Engages with customers about featured pairings and assists them with any questions.
Provides a board for scanning and signing up for classes in store.
back of the house
checkout Gives cashier their code to scan on the app to get their frequent customer points.
Becomes a Palate member and starts acquiring frequent customer points.
Uses Palate for inventory purposes – seeing what kits are scanned the most and whether or not people buy the pairings.
Checks out the customer and scans their frequent buyer code. Rewards points with a Carte gift.
Palate Mobile App Service Storyboard/Script
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Palate Mobile App High-Fidelity Wire Frames
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Shows where you are in the store
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Scan the QR Code of a kit for the palate page or when you check into a class via the community kitchen page
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HOME PAGE
Locates kit in store and provides a path to it
references whether it is seasonal/local/ or staple. 5
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locates the kit/ links to navigation 4
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Check into cooking classes by scanning QR code on cooking class sign in-store
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provides a map of store to reference
calendar for the month’s cooking classes that lets you check off when you are attending to receive push notifications
Connect with your facebook friends to see who is attending what classes
View points earned by purchasing kits & drinks and checking into cooking classes toward a reward Your QR Code to use for points to earn points for purchases
Allows you to view the reward you will receive next
CARTE PACKAGING Interaction Activity Path
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CARTE PACKAGING High Fidelity Wire frame Box Mock-up
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CARTE PACKAGING High Fidelity Wire frame Sleeve Mock-up
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CARTE PACKAGING High Fidelity Wire frame Inside Bag Mock-up
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Branding Touch points SMALL
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Recipe Cards
These 4’’x6’’ recipe cards are included on all Carte kit boxes. The back side (with recipe) is what is face up on the kit. They are perforated,so they can be torn out and used again. They include measurements and the packaging steps correspond to the steps on the card. These recipe cards can also be handed out as advertisement. These cards also developed the seal for each category – Staples, seasonals, and locals.
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Recipe Cards b
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Recipe Cards Advertisement
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Service Touchpoint MEDIUM
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SERVICE TOUCHPOINT Palate Mobile Application
Palate is a mobile application that subtly provides a Carte shopper with 3 pairings for a Carte kit, aids in Navigation, allows for check in with the community kitchen, and provides a frequent user code. The palate can be shuffled to give more options. The user scans the code on a kit to see unique and delicious pairings. They scan the code on the kitchen to meet with friends and earn points toward their frequent customer account which can also be scanned at the checkout.The palate can be shuffled to give more options.
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SERVICE TOUCHPOINT
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Palate Mobile Application
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interaction touchpoint LARGE
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INTERACTION TOUCHPOINT Carte Packaging
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INTERACTION TOUCHPOINT Carte Packaging
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Research THE DIELINE – “The most visited website on package design in the world.” www.thedieline.com/ THEY DRAW & COOK – Illustrated Recipes www.theydrawandcook.com/ FOOD PACKAGING DESIGN – @Supermarket: Package Design Published: Tokyo, 2009 APOTHECARY DESIGN – Visuals & Patterns http://creativecurio.com/2009/07/the-big-collection-of-apothecary-inspiration/
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Published by:
Maria Boehling Alex Hadley Aaron Picart Master Chef: Santiago Piedrafita GD 301 // Fall Semester October -December 2012