Flowers and Cake
Delivery Service
Delivery Service
The Project
In this 4 week project, we were tasked to fill in a gap in our portfolio with a ‘dream project’. I decided that I wanted to work on branding, renderings, prototyping, and logo design. I developed the concept for a company called Sugar Petal that delivers fresh cakes and bouquets to your loved ones. The idea is that you can customize your bouquet and cake to make it more personal to you and your recipient. You can choose different kinds of flowers and a small rendering on the side will depict what the final bouquet looks like. You can design a cake and choose its colours, toppers, and baseboard, and a rendering on the side will depict your choices.
Final Assets Created
- A website prototype where you can customize your bouquets and cakes
- A mock-up of a van called the ‘Cake Kombi’ that delivers these flowers and cakes to your loved ones
- A final logo design, born from many iterations
- A brand identity, including a brand story, mission statement, values, pillars, colour palette, & brand phrases
- Personalized Thank You Cards
- Illustration of the Cake Kombi, the different types of flowers, cake, greenery, etc.
Website Screengrab
User Group
Age: 18-45
According to the National Retail Federation, this group most frequently buys gifts for events like holidays, birthdays, and anniversaries. They tend to seek gift options that are more unique.
According to the National Retail Federation, this group most frequently buys gifts for events like holidays, birthdays, and anniversaries. They tend to seek gift options that are more unique.
Gender: 65% Female
The American Greetings Study found that woman attribute to 65% of all gift giving.
The American Greetings Study found that woman attribute to 65% of all gift giving.
Overall:
- My target audience is people who have family and friends who live far away
- People who like to send personalized gifts.
- My target audience is people who have family and friends who live far away
- People who like to send personalized gifts.
Research Topics
- Different types of flowers
- How to make a professional bouquet
- What flowers are safe for pets
- The demographic
- Gift giving companies websites (the competition)
- How do delivery services work
- Cake anatomy
- Types of Cakes
- How to write a brand identity
Sugar Petal Logo and Colour Palette
Beginning User Research
Of the 6 people that tested my website and provided general feedback, I found out the following:
In italics below the points is what I did once receiving the feedback.
- There were a lot of general errors I missed, such as typos and components that did not work as they should have.
Having fresh eyes on the project was a big help to edit these.
In italics below the points is what I did once receiving the feedback.
- There were a lot of general errors I missed, such as typos and components that did not work as they should have.
Having fresh eyes on the project was a big help to edit these.
- A few micro-interactions were too jarring in transition.
I changed them to be smoother.
I changed them to be smoother.
- There were some run-on sentences that could be shortened.
I edited these sentences down.
I edited these sentences down.
- The original brown kraft paper on my second page was hard to distinguish
I made it smaller and defined the shape better.
I made it smaller and defined the shape better.
- The contact screen being confusing to click out of.
I added instructions to the contact screen.
I added instructions to the contact screen.
- Some faulty navigation when building the bouquet and cake.
With user testing, I worked to improve the navigation.
With user testing, I worked to improve the navigation.
- The work leans too heavy on the flower motif, and less on the cake side.
Within the time limit, I chose to focus more on the flower aspect. If I were to further resume this project, I would work to build up the cake section.
Within the time limit, I chose to focus more on the flower aspect. If I were to further resume this project, I would work to build up the cake section.
All photos used in this project were gathered from Adobe Stock and Unsplash.
(A small note for typographers out there–this website builder platform has no bullet point options, which is why there are hanging indents in my list above).
Delivery Van-The Cake Kombi Rendering
Illustrations
'Thank You' Printed Cards
Figma Prototype Screengrab
