The Brunchies
Reinventing Brunch for Any Time of Day
01. Project Objective
The goal of this project was to create a digital platform for The Brunchies, a restaurant specializing in brunch available both in the morning and at night. By addressing a gap in the market, where 75% of brunch-serving restaurants in Calgary only operate during the morning, our objective was to build an engaging, user-friendly website that allows customers to explore the menu, learn about the brand, and conveniently place online orders.
02. Research
Competitive Analysis
75% of brunch restaurants in Calgary serving brunch only in the morning, the lack of late-night options presents a unique opportunity to attract customers craving breakfast-style meals beyond traditional hours.
Survey Results
We conducted a quantitative survey targeting frequent brunch consumers (at least twice a month), revealing that 63% wanted the option to order brunch at night, while 71% preferred online ordering over dining in. These insights confirmed the demand for a flexible brunch experience
03. Ideation
To guide our creative process and ensure we addressed key challenges, we used 'How Might We' statements to frame our design approach and explore innovative solutions.
Prioritized Solutions
HMW create a website that conveys the uniqueness of an all-day brunch restaurant?
HMW design an intuitive and engaging online ordering system?
HMW develop a brand identity that reflects warmth, playfulness, and inclusivity?
04. Solution
Based on our research, we developed The Brunchies, a restaurant concept designed to cater to the unmet demand for brunch at all hours. The Brunchies offers a seamless online ordering system, allowing customers to enjoy their favorite brunch dishes whether in the morning or late at night.
Core Pillars
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The Brunchies offers a day-to-night brunch experience, ensuring customers can satisfy cravings at any time.
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A user-friendly website was developed, featuring clear navigation, engaging visuals, and an easy-to-use online ordering system.
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The menu was crafted to align with customer preferences, offering both classic brunch staples and creative twists on traditional favorites.
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The website highlights The Brunchies’ mission to bring people together through shared meals, fostering a sense of belonging and warmth.
05. Wireframing
To refine both the design and usability of the website, we developed a range of Lo-fi wireframes and Hi-fi mockups. The Lo-fi wireframes were instrumental in exploring the basic layout, content placement, and navigation flow, helping us to focus on structure and user experience without the distraction of visual design elements.
Wireframe Low-Fidelity
Created to test structural improvements in navigation, content hierarchy, and filtering logic before adding visual design elements. This helped us identify usability issues early in the process and iterate based on user feedback.
06. Prototyping
The final Hi-fi prototype introduced a unique day and night mode, where the website automatically adjusts its theme: a bright and warm aesthetic for daytime and a sleek, dark theme for nighttime, aligning with The Brunchies' all-day dining concept.
