Objective_
The vision for this project was to offer a meaningful experience that would deliver positive changes on the customer’s life, converting Food For You, a food retail selling nutritional meals, into a social magnet of the healthy lifestyle generation.
Approach_
We conducted fieldwork and contextual research with customers and the restaurant staff. Through consumer journeys and qualitative interviews, we identified key insights that guided our process.
Solution_
We created a new segmentation based on the physical and emotional needs throughout the day. The new segmentation of food was based on (1) Love, (2) Fresh, and (3) Good Energy. The Love category was composed by meals that provided a comfortable and emotional feeling using ingredients from classic Mexican home style meals. The Fresh category included recipes with fresh and raw ingredients and the Good Energy category involved ingredients known by their high content of protein and fiber, acting as boosters for the body.
Deliverable_
From this concept Foodlosofia designed a new brand strategy, a menu based on the previous segmentation, a full redesign of the restaurant space, and finally, a communication campaign to relaunch the new concept, gaining new customers and reaffirming the current ones.
Project developed by Foodlosofia / My role: Senior Food Designer (observation, concept, strategy, menu creation) / All right reserved
