floRa fResh Roll

Flora is a street food project created by two young women. After a very intense and introspective trip in South East Asia, they came up with the idea of bringing some of that colture to our country: a vietnamese fresh roll, reviewed in italian way and sold by a food truck.
Research
/
Design
/
Branding

Research

Google form

290 Survey responses
15-60 years old
    Some goals of the research:
  • Investigate which aspect of Flora to base the communication on
  • Deepen the expectations of possible customers
  • Understand possible problems
  • 60%

    Taste is more important than other aspects

    80%

    Interess mostly on ingredients and recipes of new products

    60%

    People don’t know Vietnamise Fresh Rolls

    60%

    Interess mostly on menu and prices on a restaurant website

    Empathy map

    Mattia - 46 years old: The sportsman
    Rachele - 35 years old: The turist
    Francesca - 29 years old

    SAYS

    • Is there a bag?
    • Where these products come from?
    • Are you there tomorrow?

    DOES

    • She takes some food and goes back in the office
    • She talks to collegues
    • She searches online to know if she can get it delivery

    FEEL

    • She's hungry but she doesn't want to overeat
    • She analyzes the proposal

    THINK

    • She's in a rush
    • She's on a diet
    • She wants to eat healthy
    • She thinks about quality
    Stefano - 21 years old

    SAYS

    • Can i tag you?
    • Is there without salad?

    DOES

    • He asks what there is inside
    • He takes picture for the social
    • He asks to his friends

    FEEL

    • He is very hungry
    • He is curious
    • He is skeptical

    THINK

    • What's that?
    • This won't feed me
    • These are all vegetables
    • Cool!

    Design

    The product

    The Fresh Roll is almost an unknown dish, for this reason the decision was to give much relevance to the product and focus the design on it. Quality and taste of the ingredients are the core of the communication and they are considered interesting by the potential users, so I decided to give them a great space in the website. In general, the concept is about a young and cool business, which recalls the idea of nature and health without sacrificing taste or colors.

    Typography

    AVANT GARDE
    Titles
    Open Sans
    Paragraph

    Color palette

    Primary colors
    Secondary colors

    Branding

    Logo

    The logo is an abstract reproduction of two fresh rolls, Flora's identification product. The shape could also remind of two small plants, these recalling the concepts of nature and health of the brand. The geometric and minimal style makes the logo clear and recognizable, this is based on rounded and sinuous lines like the rolls as well as the sound of the word "Flora". Last but not least, colors make the logo even more modern and personal.