The NEOS brand is composed of two distinct restaurants: NEOS Americana, and Cafe NEOS. Each restaurant operates at different times, offers different dining experiences, and are at separate locations. Because of this, the challenge was finding a way to create two separate websites, one for each restaurant, while still linking the two together.
To accomplish this, I had taken inspiration from companies like American Eagle and Aerie, where both live under a unified brand umbrella, but are simultaneously individual brands that can stand alone.
BRAND ARCHITECTURE
Design played a large role in how I accomplished this goal. Between the brand identity and the website design and layout itself, I was able to successfully create two distinct brands under one umbrella.
For the website, after understanding what needed to be included on each site, I created an individual user journey for each site. This allowed the website to act independently, yet I included multiple pathways for users to easily alternate between the two restauraunts.
ux design strategies used to enhance the user experience:
Clear homepage pathways to Café vs. Americana
Clear pathway to menu
Distinct content tone and imagery between the two concepts
navigation optimized for quick decision-makingThrough the data, I am able to prove that I was successfully able to launch a cohesive brand that represented both Cafe NEOS and NEOS Americana, in addition to a scalable, mobile-optimized website that offered two unique, yet synchronous experiences for both restaurants.
Through data and user reviews, we are also able to see how the UX design had created positive user experience for both restauraunts.
If you’d like to view the website yourself, please click the link below!
