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t h e c a f e C a r r i a g eELEVATING THE CAFE EXPERIENCE

m i l e s t o n e s

c a f e c a r r i a g e t e a m

d e ta i l sDESIGN RESEARCHPRODUCT LINE DEVELOPMENTBRAND IDENTITYUSER EXPERIENCE

Copywriter

Photographer

Stylist

Photographer

Team Lead/Industrial Designer

Content Strategist

Social Media Strategist

Marketing Strategist

Financial Analyst

Furniture Designer

Graphic Designer

Graphic Designer

Web Designer

Graphic Designer

FRENCH HOMEMAGAZINE

COOKS +CRAFTSMEN

The Cafe Carriage is a part of the

Craft Carriage family.

The Cafe Carriage is an extension of the Brew Carriage. We saw an opportunity to

impact a larger audience.

65% of Americans drink coffee. Collectively, we throw away

58 bil l ion cups per year.

Styl ish and smart, The Cafe Carriage performs simple tasks

l ike insulating your beverage while protecting your hands.

C a f ec a r r i a g e

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KNOWING YOUR BARISTA IS LIKE KNOWING A BARTENDER IN THE

CITY. YOU GOTTA GO IN OFTEN, TO GET A TITLE OF A REGULAR.

BUT I’LL TELL YOU, IT FEELS DAMN GOOD TO BE IN A PLACE WHEN I FEEL LIKE I’M KNOWN.

“ ”

JESSE, 34 | Co-Founder, Avocados and Coconuts

CAFES AS A REGUL AR THING

I FREELANCE FOR A LIVING.

I WORK AT COFFEE SHOPS.WORKING AT HOME CAN GET

LONELY. AT A CAFE, YOU NEVER KNOW WHO YOU’LL MEET.

“ ”

MATT, 27 | Web Designer

CAFES AS A SO CIAL WORKSPACE

I CARE ABOUT WHERE MY COFFEE COMES FROM AND HOW IT’S MADE.

MINDFUL CONSUMPTION IS JUST AS IMPORTANT AS GOOD COFFEE.

“ ”

CARISSA, 28 | Writer

COFFEE AS AN REFLECTION OF SELF

I GRAVITATE TOWARDS THINGS THAT ARE WELL MADE.

MY BELONGINGS RANGE FROM OLD TO NEW. ALL ARE RICH IN STORIES

AND THAT REFLECT WHO I AM.

“ ”

TAYLER, 25 | Photog rapher

PRODUCT S AS ANEXPRESSION OF QUALIT Y

BIRDS OF A FEATHER...

Create a product that will spark conversations with strangers and

find like minded travelers.

STAND BY YOUR BRAND

Be kind to the Earth. Mindfully source materials.

Design in consideration of all parties. Craft with intention.

YOU ARE WHAT YOU CARRY

Allow the product to speak the story of the user.

LEAVE WORRIES AT THE DOOR

Create a product that will withstand the testament of time. Educate care and take

repairs. Build it to last.

ASSIGNING TOLERANCES

AND CREATING 1 OFF JIGS

O U R M I S S I O N

WE BELIEVE IN MAKING products that are built to last.

WE CHOOSE MATERIALS that will age welland patina over time-- aiding in

RETELLING THE STORIES AND MEMORIES that accumulate with use.

LogoSTYLE GUIDE

Logo Spacing

half of x

half of y x

y

ColorsPRINT

Print Primary Color

PMS 877 C

C M Y K38 27 26 9

R G B 138 141 143

#8A8D8F websafe #999999Minimum Size

15mm

Wordmark Spacing

x

x

y

y

Secondary Color

PMS 4495 C

C M Y K19 35 90 55

R G B 140 119 50

#8C7732 websafe #996633

Favicon

16x16 px

ColorsWEB TypographyWEB

Proxima Nova Headline 26pt

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz123456789

Text 13pt

abcdefghijklmnopqrstuvwxyz123456789

Vollkorn Headline 18pt

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz123456789Text 13pt

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz123456789

PMS 3265 C

Web Primary Color

Body Link

R G B 105 190 192

#69BEC0 websafe #66CCCC

PMS 3295 C

Secondary Color

Hover Link

R G B 12 102 116

#0C6674 websafe #006666

LifestyleSTYLE GUIDE

Appreciates craftsmanship

Believes in quality not quantity

Storyteller through artifacts

Sentimental, genuine, traditional

Cares where & how things are made

Press KitMOODBOARDS FOR PHOTO SHOOT

This brain dump represents the desired outcomes from each party using the APP.

The goal is to have as many overlapping values as possible.

While laying out wireframes, this diagram assists in ensuring user needs are met.

searc

h for c

afe

arrive

s at c

afe

waits w

ith othe

rs in

line

line m

oves c

loser

decides

wha

t to get

at fro

nt of li

ne

small

talk

and ord

ers

pays

waits f

or drin

k

cream

, sug

ar, lid

leave

s

ACTIONSEMOTIONS

PAIN POINTS

positive

neutralnegative

Users want to frequent a place they feel known.

l a c ko f i n t e r a c t i o n

Waiting in line is not fun. Users resort to using their phone, people watching, thinking about what to order, or chatting with friends or someone new.

Wa i t i n gi n l i n e

The cost of dining out is commonly shared pain point. Meeting minimum credit charges is frustrating.

t h e p r i c eo f e at i n g o u t

OPPORTUNITIES

THE CAFE CULTURE APP

ADVOCATE: ratings, reviews, photos, location, directions, reward cards

DISCOVER: menu options allow users to decide what to get before or while waiting in line.

REWARD: Unlocking discounts and frequency rewards promote use on the site. Allows cafe to track traffic and items purchased.

INTERACT: User engages with barista as they prep their drink: photos, latte art credit, props for good service.

PRAISE: Create a culture from the pictures shared.

Administrative users can use this tool to track sales, demographic info, experience, and great work!

SAVE: User saves money by using the Cafe Carriage. They are rewarded points for uploading photos and addingto the culture.

Reward examples: free/discounted goods from the cafe and Craft Carriage.

PARTNERSHIPS: Establish relationships with companies willing to provide discounts for using the Cafe Carriage. Provide an option to sell products at location.

view m

enu o

n pho

ne

decides

order

small

talk

and ord

ers

discoun

ted drin

k!

engag

e with

barista

intro

ductio

n for c

redit

upload

s pic

/revie

w

ADVOCATE DISCOVER INTERACT REWARD INTERACT PRAISE SAVE

searc

h for c

afe

arrive

s at c

afe

waits w

ith othe

rs in

line

line m

oves c

loser

decides

wha

t to get

at fro

nt of li

ne

small

talk

and ord

ers

pays

waits f

or drin

k

cream

, sug

ar, lid

leave

s

ACTIONSEMOTIONS

PAIN POINTS

positive

neutralnegative

Users want to frequent a place they feel known.

l a c ko f i n t e r a c t i o n

Waiting in line is not fun. Users resort to using their phone, people watching, thinking about what to order, or chatting with friends or someone new.

Wa i t i n gi n l i n e

The cost of dining out is commonly shared pain point. Meeting minimum credit charges is frustrating.

t h e p r i c eo f e at i n g o u t

OPPORTUNITIES

THE CAFE CULTURE APP

ADVOCATE: ratings, reviews, photos, location, directions, reward cards

DISCOVER: menu options allow users to decide what to get before or while waiting in line.

REWARD: Unlocking discounts and frequency rewards promote use on the site. Allows cafe to track traffic and items purchased.

INTERACT: User engages with barista as they prep their drink: photos, latte art credit, props for good service.

PRAISE: Create a culture from the pictures shared.

Administrative users can use this tool to track sales, demographic info, experience, and great work!

SAVE: User saves money by using the Cafe Carriage. They are rewarded points for uploading photos and addingto the culture.

Reward examples: free/discounted goods from the cafe and Craft Carriage.

PARTNERSHIPS: Establish relationships with companies willing to provide discounts for using the Cafe Carriage. Provide an option to sell products at location.

view m

enu o

n pho

ne

decides

order

small

talk

and ord

ers

discoun

ted drin

k!

engag

e with

barista

intro

ductio

n for c

redit

upload

s pic

/revie

w

ADVOCATE DISCOVER INTERACT REWARD INTERACT PRAISE SAVE

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q u i c k ly D I S C O V E R

s i m p ly s e a r c hQuickly discover participating cafes.

The places often frequented and where free coffee awaits!

q u i c k ly D I S C O V E R

s i m p ly s e a r c hQuickly discover participating cafes.

The places often frequented and where free coffee awaits!

s h a r e e x p e r i e n c e s

h o n o r a n o n y m i t y

c h o o s e a l o c at i o n

Create a platform for users to share their experiences

Keep it simple. Not ever barista needs a profi le.

Make it easy to choose by creating a visual scroll .

Speak your mind...

Choose location

PRODIGYCOFFEE

NEW YORKCOFFEE SHOP

MACCHIATOESPRESSO BAR

Tag

Macchiato

Carissa Jim Randy

ppa taramek in@cca . edu | 619 764 8198

PATIMA P. PATARAMEKIN

WWW.HEYPATIMA.COM