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BOXPARK SUSHI

Role: Researcher & Designer

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Challenge

The initial challenge was bringing a London, UK mall concept to East Side Milwaukee, WI. The new brand concept needed to be transformed into a stand-alone restaurant. A translation was required to best fit the culture and community of East Side Milwaukee in the state of Wisconsin.

Research
Initial Process

The process started by initiating research on the location, people, culture, and market competition in East Side Milwaukee, WI. The purpose was to identify how the restaurant needed to be shaped to serve the community better and stand out from other options by setting a clear differentiation from the competition.

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Development Process
Brand Look & Feel

The brand image solutions were based on the data findings on the research from the community present culture in the East Side Milwaukee neighborhood. This information helped define and develop a short clip introducing the look & feel of the restaurant.

Brand Guide
Complete Brand Image

A Brand Guide helps showcase all of the brand's attributes, including story, typography, color, logo, imagery, and media assets.

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Brand Testing
Design Effectiveness

PARTICIPANTS

Upon completing the design and advertisement strategy, a survey was created and sent out to gather feedback from the consumer group. The survey received input from 21 participants that fit within the different age groups of the primary target. 

ROBOT STATIONS

These stations will help provide the people's favorite fast and price-friendly rolls for those who do not have the time, or college students who want to enjoy a great meal yet may lack the time or budget to dine at the restaurant.​

QUESTIONS

The questions were based on experience and visual image of the restaurant, targeting inquiries related to its primary differentiation of having robot stations prepare the restaurant's five base rolls. 

FINDINGS

The findings concluded that a higher percentage of students and others in the mid-age target will be open to utilizing the robot stations and would want to take the selfies challenge at the restaurant's sculpture for a 10-15% discount on their next meal. This strategy will help provide free advertisement for the restaurant and become more visual for the community of East Side Milwaukee.​

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PROJECT OVERVIEW

My role in this project

The project was a concept. Its main challenge was to bring a new restaurant concept from London to East Side Milwaukee, Wisconsin, USA. The restaurant is designed to fit Milwaukee's lifestyle and maintain its foundation. Holding cultural was essential; the design decisions were based on the city's demography and lifestyle information; these facts led to the creation of the sushi station.

Sushi
[The project was inspired by CAFE X, a San Francisco robot company; most stations and stores were permanently closed due to the pandemic. Images from Robot stations are from CAFE X]
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