/ BRANDING & MARKETING
Rollie Olie is a cafe-restaurant in Singapore with 5 outlets. They opened their first restaurant in 2015 focusing on serving Japanese-Californian inspired food such as Poke bowls and Californian rolls.
Final Landing Page on Desktop and Mobile
Design Lead, Marketing Executive
Sun Sun Tan
Since Rollie Olie have opened their first outlet, their brand has significantly changed with the addition of more cafe inspired foods such as salads, rice bowls, and coffees to appeal to a larger crowd of consumers. They have yet to consider their overall brand image with all of these additional foods as well as to co-ordinate the style of their visual assets across their outlets and online platforms.
Through the research process, we wish to find out any surfacing issues since the restaurant gets hit by the pandemic as well as any underlying problems they might have that could possibly be solved by a design solution.
One of the main issues Rollie Olie was facing with inconsistent branding and visual style across platforms and outlets. We decided to analyse all of their existing assets to find out how to better create a clear brand image.
Rollie Olie had some great images on their website, but a lot of the products shown are either discontinued or altered with different ingredients. The website also had a few layouts that were not accommodated for mobile screens.
Original Website (Desktop & Mobile)
Rollie Olie has mainly 4 types of outlet visual assets: Poster menus, Table menus, Table displays and Poster displays(digital screens and printed). The style of these existing outlet assets vary widely across each outlet.
Small Display Stands
With the rising need for online food delivery services during the pandemic, Rollie Olie has opened on 4 platforms: Oddle, Deliveroo, Grab and Foodpanda. All 4 of these platforms have different dimensions and image requirements. Rollie Olie is again lacking consistency and identity with their visual style on these platforms.
Other than the visual styles, we wanted to find out any usability issues customers might be facing with so we decided to conduct some primary research with outlet staffs and customers of Rollie Olie to understand the problems they're facing.
Interviewing Rollie Olie's outlet staffs are the most efficient and direct way to find out most common problems customers are facing while ordering either online or in-store. We interviewed all part-time and full-time staffs across all outlets to ask them about the questions customers are constantly asking as well as the utilization rate and efficiency of each type of outlet asset.
Survey Data (Staff)
“People get confused about how the sets work all the time.”
— Outlet Staff
“I get a lot of customers asking about specific ingredients or if there's any raw fish in the dish.”
— Outlet Staff
We also conducted some user surveys directly with customers who came into the outlets to understand which type of outlet assets are the most intriguing and desirable.
Survey Data (Customer)
“There are so many sets and offers and a lot of them are so similar, it's a little confusing.”
“There are images on the menu, but it's hard to tell which one's which.”
COMPETITOR ANALYSIS (BRANDING & STYLE)
To better understand how we brand our image, we also researched on the visual styles of Rollie Olie's main competitors. Most of these Hawaiian/Californian inspired restaurants use bright and vibrant colors with illustrative patterns and handwrittings to create a relaxed and tropical vibe.
From our surveys and interviews with the outlet staffs and customers, we summarized the most common needs and goals of them.
Users want to be able to see ingredients and dietary restriction options.
Users want consistant and clear information about sets and deals.
Users tend to spend more time looking at smaller, table based visuals than large display visuals.
As a part of the rebranding for Rollie Olie, we decided to update their current logo. We didn't want to change the recognizable color, font and shape of the logo so we only revised the details to make it look more refined.
We extended the brand style of Rollie Olie based on the color and typography style used in the logo. These colors and typography styles are ment to serve as guidelines for more general advertising and branding designs.
MENUS & OUTLET VISUALS
From what we got from the research and ideation phase, we realized that the amount of information on the different forms of assets could vary depending on the size and the location it's placed in the outlet.
Assets placed at the storefront need to be more eye-catchy and only need to include important information such as price and item names. Assets placed around the counter need to include all details such as ingredients, dietary restrictions, and specific add-on items for deals.
Posters & Screens
To make the online presence of Rollie Olie more consistent, we created guidelines for the image and design style for the delivery platforms.
Online Ordering System Visual Guide
With the new brand guidelines we've created for Rollie Olie, we've also implemented them onto their existing website.
Note: The website is updated by Rollie Olie after completion of this project. Therefore, current website might vary from the designs shown in this presentation