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 restaurants.
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-makingAs a new website launch, the NEOS site quickly established strong digital visibility and user engagement. From October 2025 to May 2026, the site generated 188.8k views and 46k visitors, with search engines driving 30,916 views.
The site architecture prioritized the primary user goals for a restaurant experience: viewing menus, understanding the two dining concepts, finding contact/location information, and exploring private event options. Post-launch analytics showed strong engagement with these key pathways, with menu pages becoming some of the highest-viewed pages on the site.
Additionally, one of the main challenges when creating this site was creating two user experiences under one singular website. Analytics showed that users actively engage with both brand paths, primrily the separate menu pages for both NEOS Americana and Cafe NEOS.
Lastly, with 78% of visitors on mobile, our mobile-first structurre played a critical role in helping users quickly navigate menus, reservations, location information, and brand-specific content.
Through 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 restaurants.
If you’d like to view the website yourself, please click the link below!
