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Project Inspiration:
J & B are a couple that is graduating college and are moving to two different states. Since this will be the first time that they will be living alone away from each other and away from family, they are looking to find new ways to cook together and improve their relationship.
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Design Objective:
Create a solution to the difficult process of having a special, romantic date night dinner for couples in long-distance relationships.
User Experience Research
Maximum Time Couples are Willing to Spend Cooking
42% of millennial couples try to dine-in at an upscale restaurant at least once a month.
77% of Americans prefer to cook their meals, but only 50% cook at home more than 3 times a week.
62% of couples prefer to dine-in than get takeaway. The most popular reason is the romantic ambience in restaurants.
Sources: ReportLink, Frank Magazine
98% of couples say that communication is key in a relationship, and 92% say that cooking has improved their communication skills.
Design Objective: With 14 million long-distance couples in America that visit each other (on average) less than twice a month, the goal is to create an online experience for these couples to enjoy the luxury feel of fine-dining while improving their relationship through exciting, quick, and easy-to-follow recipes.
User Personas:
Current User Journey Map
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What are the Pain Points?
Lack of Connection Points: Currently, it is incredibly difficult to plan a romantic, organized dinner, whether that be through ordering food or trying to cook. The only time the couple is connected is through text and the final FaceTime chat.
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Lack of Ambiance: With a disconnected process of cooking/ordering food, there is usually not enough time and consideration for creating a relaxing, intimate environment and place setting.
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Lack of Communication: As seen in the research on relationships, building a strong and communicative foundation is essential for long-term success, especially if the couple is long-distance. While cooking together can be a beautiful way to connect, the current process does not allow the couple to remain on the same timeline.
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Inspiration Mood Board
Luxurious | Romantic | Modern | Minimal
Kitchen Inventory Research
Graduating college students from 4 universities were interviewed about what kitchen products they own currently, how spacious is their cooking space in their apartments, and what tools they use the most often.
Spoons &
Spatulas
Electronic
Mixers
Knives & Cutting Boards
> 5 = 62%
< 5 = 38%
Yes = 53%
No = 47%
> 3 = 83%
< 3 = 17%
Miscellaneous
Yes = 24%
No = 76%
Counter Space
> 350 sq ft = 49%
< 350 sq ft = 51%
Sink Sizes
> 22 in = 75%
< 22 in = 35%
Stove Types
Electric = 57%
Gas = 43%
Dining Sets
Whisks & Ladles
> 4 = 52%
< 4 = 48%
> 4 = 76%
< 4 = 24%
Pots & Pans
Measuring Tools & Mixing Bowls
> 2 = 81%
< 2 = 19%
Yes = 87%
No = 13%
> 3 = 33%
< 3 = 67%
Oven Types
Electric = 23%
Gas = 76%
Other = 1%
Storage Space
> 55 sq ft = 75%
< 55 sq ft = 25%
Safety Methods
overhead fans = 95%
2 + smoke detectors = 98%
Preliminary Sketches & Wireframe Ideation
Calligraphy has been associated with adjectives such as romantic, timeless, beautiful, and passionate. The idea of interlocking hands helps guide the mission of creating an online world that makes couples feel closer together. The black and white aesthetic of the brand ensures that the recipes and food photography are the star of the show.
Interlocking Design
Final Brand Identity
AaBbCcDd
Primary Typeface: Quiska
Typeface Weights
12pt
16pt
24pt
36pt
48pt
60pt
AaBbCcDd
Secondary Typeface: Linotype Didot
Rich Black
CMYK: 20, 10, 0, 96
RGB: 8, 9, 10
HEX: #08090A
Tint Scale
Use a 20% tint step system, 20% - 80%
Stark White
CMYK: 0, 0, 0, 0
RGB: 255, 255. 255
HEX: #FFFFFF
Linotype Didot
Linotype Didot Bold
used for body copy and captions
used for subtitles,
callouts, and large print body copy
Quiska
used for logo and large titles
Logomark
Black on white is primary while white on black is secondary. No color should be used in the brand logomark and logotype to ensure that the food photography is the star of the show.
Marketing Plan
As an option to make JB Cooking a physical experience, homemade recipe cards with QR codes can be mailed to significant others to collect overtime.
Recipe Cards
Revised Journey Map
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With the use of the J&B website and recipe cards, couples now have the ability to improve their connection and communication skills during the cooking process.
Connected, Simplified
Final Design
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