Academic Eats Rebranding
Background
The legacy Academic Eats site struggles with UX issues such as poor readilbily, confusing CTAs, makes it hard for parents to place lunch orders.
Academic Eats is an online meal delivery service based in Seattle, dedicated to connecting parents and schools with local restaurants to establish a customized lunch system for elementary and middle school students.
As their service expands locally, parents and schools have expressed concerns regarding the online ordering experience, citing difficulties in navigation. They approached me to conduct a comprehensive site rebranding and implement improvements in user experience (UX).
Approach
Color & Logo Explorations
I did a quick hierustic analysis on the legacy site and identified many UX/UI issues such as poor readability, confusing CTAs, and accessibility issues. After speaking with the business stakeholders, we identified the core design principles for the overall brand: Inviting, Appetizing, & Approachable.
Based on the design princples, I created some initial mood boards and explored different typography/logo options.
Initial Moodboards
Typography Explorations
Final Designs
Based on initial discoveries and client feedback, I developed a branding style guide ACE and core website & mobile screens including Home, Ordering, & Checkout.
ACE Branding & Style Guide
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