Hooked —
By: Emma Morelli
Tags: Case Study, Visual Design, UX, Branding, UI

Seafood cuisine from around the world, delivered to you. A branding case study.

Logos Designed by Emma Morelli (Top Left), Achi Peralta Espinal (Top Right), and Raphael Worotikan (Bottom)

Our group was given the opportunity to create and design a restaurant in the times of COVID-19. In our research, we found a lack of authentic/cultural restaurants in the Philadelphia suburbs, resulting in the creation of “Hooked”. Our company’s goal is to reach an audience that may have an interest in diverse foods. Additionally, in response to COVID-19, we have developed a business model similar to Blue Apron but with a focus in fish cuisines. This is to strive for a healthier diet and to tackle the ambiguity issue in the restaurant. We stayed away from the idea of a dine-in service and stuck to a meal-kit delivery service because dine-in restaurants could potentially put our customers and staff in danger.

Problems and Experience

People are more inclined to eat comfort food and fast food. During the first months of the pandemic, takeout became the only option for people to get an ideal “restaurant experience.” However, a lot of these takeout options tend to be comfort food or fast food which has a lack of diversity. Due to the stress people are in during this time, these two options tend to be popular for ordering. This service will allow people to diversify their taste buds.

Brainstorming

Naming and Content Creation

Initially, our company was focused on three regions that we all individually chose. This brought us some issues as our individual work wasn’t able to find a common ground, making us focus on what these regions have in common: seafood. We thought about different breeds of fish, forms of travel, bodies of water and anything related to cooking.

Name Generation Web

Name Generation Results (Including Final 4)

The name “Hookd” ended up being what we chose as apps tend to be only one word that rolls off the tongue. “Hookd” related to fishing while it can also mean to draw someone in. Eventually, we decided to change the spelling by adding back the “e” in “Hooked” as the final product.

Initial App/Website Design

For our app, we created a user flow. As a meal prep service, the main priority was trying to figure out a system that’ll be simple enough for the user to see instructions of the food they ordered. A system that would be universal for the regions they chose was also important since it would make our branding cohesive.

App User Flow

After creating the user flow, we started working on the wireframe of our app. We took these ideas into Adobe XD and created a layout. The components we were focused on were the signup page, the ordering system, the homepage, and additional pages such as videos where tutorials on how to cook meals would be.

At first, we thought about making the user sign up to gain access to our ordering system. However, after some feedback, we realized that it would be better if we showcased how an already existing user would order through our app. We ended up adding a preorder section and placed our ordering system there as it would’ve made more sense for a user who has ordered before. Another issue we faced was how we made 4 deliveries every week. As a company, we wanted to help out local businesses that do not have the same amount of supplies as major corporations do. This meant that we have to change our deliveries once a week as it would be more realistic.

App Wireframe

Website Wireframe

Research

User Personas

When coming up with user personas, we thought, “Who would benefit most from this? Who would enjoy this concept?” We started to think about people around us and who we knew. What were some of their common habits, what other similarities did they share, etc. In the end, we came up with the ideas of Taylor and Kyle.