Branding, as described in the dictionary, is “a type of product manufactured by a particular company under a particular name.” This very loose definition leaves out all of the intricacies that “brand” can include (i.e. an environment, service, corporate mantra, etc.). Maintaining this brand across all media is extremely important. Five Guys Burgers and Fries does exactly that – on a nation-wide scale.
Five Guys is known for its delicious burgers, quality ingredients and played-down esthetic. It’s all about the food! Recently, we were tasked with the challenge of applying this understated esthetic to their new Android phone app.
The developers of the app, Solertium, created a very simple and easy-to-use interface that finds the nearest Five Guys franchises and allows the user to place an order for pickup. Our role was to help make this app look and feel like a small, interactive version of the Five Guys restaurant.
We created custom buttons, food illustrations, page layouts and chose fonts that would help create a familiar environment for the user. While this was a project that required design restraint more than over-the-top creative, the result is a user experience worth sinking your teeth into.
Android users can see for themselves at:
https://market.android.com/details?id=com.fiveguys.olo.android
And check out this great app review:
http://androidactivist.com/reviews/five-guys-app-review/
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