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Maria Boehling // Alexandra Hadley // Aaron Picart

carte

[kahrt; Fr. kart]n. a list of dishes available at a restaurant

1. French . menu; bill of fare. Com-pare à la carte.2. Archaic . a map or chart.3. Business . a grocery chain based out of Raleigh, North Carolina.

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Mission StatementCarte is a pre-packaged food shopping experience that provides a quick and easy solution to your meal planning needs. Carte remains locally responsive and universally relevant by bringing colloquial collaborations of culinary customs to help simplify your life and reenergize the “sit down family dinner.”

Strategy + Brand Positioning

Carte will redefine the grocery experience by providing a new dimension to fresh prepackaged foods with a highly user friendly and personal design system. Between our staple foods, seasonal foods and local foods we will provide recipes, nutritional information, and insights into traditions of the local community.

Carte will have a robust physical and web presence, balancing connections between the community and local businesses, combined with the ease of internet shopping to bring a holistic approach to the concept of the local grocery. Carte aims to simplify your life and provide a networking platform to connect the community through a culinary shopping and learning experience.

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Maria // Alex // AaronKit of Parts Recipe Cards

S // Maria

AdvertisementsS // Alex

SwagS // Aaron

Palate Mobile AppM // Maria

delivery mobile appM // Aaron

kit packagingL // Maria

carte websiteL // Aaron

Series of ads and guide for strategies to further advertising around the city.

dinnerware setM // Alex Custom dish ware designed to help you measure in the kitchen.

store layout/ signageL // Alex

Blueprints, furniture and a way finding system that guides the customers in the store.

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1. personas

3. Blue prints & Scripts

2. activity paths & wire frames

A sequence of research methods utilized to design the service and interaction touchpoints

Recipe cards used in the packaging that allow you to easily follow and reuse Carte’s recipes.

An in-store mobile application that helps you pair kits within the store, aids in navigation, and also keeps track of classes and rewards.

Packaging that provides a Carte shopper with difficulty levels on their kit and easy to follow incorporated instructions.

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Table of Contents

Kit of partsLanguage

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Carte was spun from the voice of the community and packed with simplicity in mind. Every kit is thoughtfully crafted and designed so that you can spend less time worrying what to make for dinner and more time with the people you’re cooking for. Our recipes are locally inspired and so are the products that go along with them. By insuring that you have every ingredient each time you open a your kit you can forgo those dashes to the store and the forgotten grocery lists. We make it easy. Our taste is for healthy, fresh, novel dishes that can easily turn you into a chef bon vivant.

Carte provides a variety of ways in which you can customize your food-shopping habits. Visit our store with a recipe in mind or simply wander in to discover some sensational dishes. Pick your kit and take home a perfectly portioned and measured selection of fresh ingredients with easy to follow instructions. Stay a while and participate in one of our in-house cooking classes from chefs with featured recipes or chat with our knowledgeable employees. If you leave the store without all the cooking wisdom you might have liked, or if you’re struck by inspiration on your way home, then you can check the website for tips and reviews of recipes. You can also fill out a profile to collect your favorite recipes or plan your meals for the week to even have them brought to your door.

“The Palate”ie. About Us

“The Recipes”ie. What we do

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Kit of partsLanguage

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Tailored tag lines

Porter Nursery dropped in to bring you a variety of seasonal choices.Because you forget your list any wayJohn Renal brings you his favorite cozy dish. What’s your plate look like tonight? If your food could talkFilling your kitchen with great aromas that you can even take credit for. Chat with the chefA Taste of the communityNever felt so free in a container

Sign off/ Key words

a la cartesimpleimpromptuThe sophisticated brown bagKid friendly gormetLocal LegendsPeople pleasersDash to tasteSun freshwarm regards and best dishes

What fills your plate tonight?A bar of colloquial treatsProduce for a soireeFresh flowers by Gladys FarmsFull swing in pumpkin seasonFamily favoritesSoulfully freshBringing back brunchThe specials of the seasonFarm bright pairingsDon’t fight your temptation to check the in KitchenEventsThe Woodstock of food talkCliff Vogel’s favorite cozy dish. Join the recipe challenge

Carte to Store

Form a relationship with your meals.If your kit could talkFeeding a familyInside the kitchenStruggles and triumphs of the squash.Clueless about creme burlee?Direct from the chief Cooking for a crowdThe beauty of the spreadA couple of notes: Brilliant second day mealsLayer it on with ease and elegance

Carte to Web

Hungry for moreCheck back with us for fresh findsHere’s how to pick the best kits for your palate.No measuring cups, no teaspoonsMath should not be involved in cooking.Perfectly measured from spices to spaghetti.Making weeknights run smoothlyAlmost freestyle cookingQuick tomato sauce hailing from Don Vitos family recipe Customize your selection of snacks on the run

Carte to Grab

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Kit of partsLanguage

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Bisquewhipsprinklepinchdashquartersliceseasonzestpourcoatlightskilletdustgrilltosstenderpotpanpeelbeatersheetladelburnstrainjuicetrimparingjuliennedcandiedsavorypastrypureesbitterlegumesquashspear

Barfusea la cartesimpleimprompturefreshingunconventionalcrispfindschathabitscustomizecravingpackedsnuggeddipfarmmarketbunchdecoratesunsweetcrumbledelectablecozymain mealflatterscomplimentultimateguidebodysoulcluelesspicnicstargazestrollcommute

seedbalebushelcolloquialseasonswathguidevigorsingballadfrolicsoireefashionedproduceautumnurbancitymetropolitanphilosophyfoodistfamilygatheringgarnercardfritterclothtabletasterelish delightease

branrawappleartichokearugulasteamedturnipsspreadroastsautélimebeetsbelgian endivechicoriesraaberapinisproutscauliflowerrootfigsgarliceggplantscallionsherbskalelemon grassleeksparsnipspearpepperpersimmonpomegranatepumpkinrutabagassweet potatoes

A bar of colloquial treatsOnly some bisquing requiredAn impromptu pinch of saltPrepare a cozy skilletFarm dipped freshUrban folicDecorate with thymeTrim the worry out of your mealsFind the root of your fruitRaw, Fresh, Sun kissed goodsStar gazing cidersSeamless Soul foodThe ultimate autumn mealProduce for a soireeCompliment your meal with kaleGuiding you through family dinnerGuiding you through your date dinnerGraduate to the crème bruleeTo scare the frozen food sectionPepper to tasteProduce that strolled from the farmPumpkin crumbleMeals that take main stageA steamed philosophySprout habitsParsnips are never in a good moodEnjoying made easyRelish the mealEnjoy the simplicity Unpack and createClaim the aromaEase in to supperMeals that decorate your palate

Food Words Trademark Words Signoffs

You inspire us to bring more sophistication to macaroni and cheese. We would love to feature one of your recipes in our meal kits.

To the Chef

We take pride in whole heartedly bringing your the freshest ingredients from the farmers you know.

To the Shoppers

Playing up Raleigh’s culinary strengths.

To the Locals

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Entity Concept Mapping Diagram

Kit of partsTypography

Logotype & Serif

24 FLUID OZ.

Large Headers

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Kit of partsTypography

Tertiary / Auxiliary

Sans Serif A

Script

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Kit of parts b Maria

Graphic

The BrandmarkCarte’s brandmark features a minimalist and stylized banner carrying the name ‘CARTE’ in small caps. The banner is held in the center of two diagonally crossing braces. This format is both horizontally sensible and has applications as a square image. Due to the perfect square dimensions, the logo can also be displayed inside circles radially. The Carte typeface is Mrs Eaves, Zuzana Licko from Emigre’s revival of Baskerville.

Named after Sarah Eaves, the woman who became John Baskerville’s wife, Mrs Eaves is a refined yet playful, more delicate version of Baskerville. As an answer to 1757’s Caslon, this type family is metaphoric of the transitional period between the Old Style and Modern.

Alternatively, the vector moustache can be used as a stand-in for the Carte brandmark in instances where due to size restraints or tone of communication it is more appropriate.

SEASONAL This icon is used to define store items only in stock seasonally, usually in 3-5 month runs.

LOCAL This icon is used to define store items featuring collaborations with local chefs and farmers.

STAPLEThis icon is used to define store items in stock year-round due to popularity and demand.

Aaron

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Kit of parts b

Graphic

An elegant and simple pattern, useful for packaging and subtle textural touches.

A visually impacting and high-contrast pattern, meant to be the primary focus.

A subtle and textural pattern intended to house type and provide color density in high text-density areas.

MariaAaron

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Kit of parts b

Image

Meant to evoke some of the stylistic elements of 19th century prints of hand-drawn or hand-carved images, utilizing food illustrations in our brand provides for a clean and unified image, as well as distinctive packaging.

Illustrations

Maria

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Kit of parts b Alex

Image

Photographs will also play an important role in communicating the Carte brand and the simplicity of the meals. Real photographs, representing what the kit contains will be featured on all carte kits. Photographs will also be an integral part of the web presence.

Carte meals will be renowned not only for their ease of use and utility, but also for their quality. High quality photographs on the internet of Carte meals will provide excellent outreach and promotional materials. The “foodie“ community is rich with food bloggers who pay equal attention to the experiential design of eating in addition to the quality of the food.

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Process Methods

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SERVICE & INTERACTION

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motivations expectations goals

Service

PersonasMaria

Aimee rother

Ruth– Aimee, how did you become such a great chef?Aimee– Well, those cooking classes at Carte are very helpful. And Carte pro-vides the best freshest ingredients in their recipes.

That sounds lovely. Lets go together tomorrow night! They are having the chef from Solas.

A 27 year old foodie who loves her job in the city and living a fresh, contemporary, artistic lifestyle.

Aimee likes to have everything under control. From her accessories and her crisp white linen sheets. Everything for her is whimsi-cal, organized, and fresh. She loves the idea of discovering new fresh and local foods from Carte and goes to the cooking classes weekly. Carte makes it easy to do everything she needs to get accomplished in the week and she feels really good about it. She stops by almost everyday on her afternoon walk and loves picking up fresh flowers or a great bottle of wine.

>Pick up the freshest ingredi-ents.

> Take cooking classes and meet knew friends.

>Stopping by to pick up a bottle of wine, her dinner, and a flower bouquet.

1. Transparency on ingredients and where they come from.2. Easy to access front of store novelties like flowers.4. Drink Section.5. A Community Kitchen.

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motivations expectations goals

Maria

Vladimir krov

Sarah – Vladimir, have you ever had Chicken Pot Pie?Vladimir – No, I would love to try to cook it with you this weekend in the base-ment kitchen. Okay, sweet. Wanna go pick up the kit from Carte tomorrow?Good, let us meet at the bus stop at 5pm.

A 22 year old student who is Studying Abroad in the USA from Russia.

Vladimir wants to soak up as much of the American culture while he is in school there. He is fascinated by the cultural differences and loves the food and the abundance of diverse busi-nesses. When he goes to Carte, he wants to soak every bit in. He reads absolutely everything and tries to un-derstand the business model.

>Learn about the food on the box.

> Learn about the com-pany.

>Totally understand what is in the kit and how it serves a purpose.

1. Be clear and effective about what is isn’t the box.

2. Legible.

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Service

Personas

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motivations expectations goals

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Dylan Kincad

//*5pm Saturday night *//Carly–So dinner at your house tonight at 6pm?Dylan–Umm yeah... sure. Make it 6:30.. I have to stop by the store first.

Okay, I’ll bring the wine.Thanks, because all I have is beer.

I can’t wait to see you tonight! Don’t forget I am a vegetarian! Yeah, It’ll be great!

//*hangs up phone and immediately starts freaking out*//

A 23 year old Mechanical Engineer who needs to impress his impending girlfriend.

Dylan wants to impress Carly and make her his girlfriend. It is the first time she is coming over to his place and she says she is bringing wine, which obviously means she expects a lavish dinner on the table and him to cook for her by candlelight. This all sounds awesome except for the fact that Dylan cannot exactly cook a gourmet meal. He lives off of basically Ramen, Pizza, and Mac n Cheese with easy to follow directions on the box. He has heard of a place called Carte from his mom. He decides it is his last hope since he doesn’t even know where to begin at the grocery store.

>Impressing his date with his cook-ing skills and knowledge.

> Easy to get advice on cooking

>Getting in and out of the store fast with a easy gourmet pre propor-tioned vegetarian meal

>Access to meal video tutorials.

>Easy to follow steps and directions.

1. Easy to Navigate Aisles2. Novice – Expert Meter3. What you need not in package.4. Link to online/mobile tutorials5. Numbered explicit ingredients.

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Service

Personas

bsPalate Mobile App

Maria

Service Blueprint

Carte Usual

New Customer

Carte Employee

Loads Palate on phone, gets it ready .

Downloads Palate if they have heard about it previously.

Uses Palate to help locate where they want to shop first.

Uses Palate to find new and recommended pairings of an appetizer/dessert, drink, and side item.

Uses Palate to check into Cooking Classes, check calender and see who is attending and acquires points.

Gives cashier their code to scan on the app to get their frequent customer points.

Reads calender r classes. Sees if any friends have checked in. Acquires points.

Becomes a Palate member and starts acquiring frequent customer points.

Outside store, prompts customers to check out the Palate app.

Engages with customers about featured pairings and assists them with any questions.

Answering questions about how the store system operates.

Provides a board for scanning and signing up for classes in store.

Uses Palate for inventory purposes – seeing what kits are scanned the most and whether or not people buy the pairings.

Checks out the customer and scans their frequent buyer code. Rewards points with a Carte gift.

Exterior Entrance aisleCommunity kitchen

back of the house checkout

Uses Palate to find new and recommended pairings of an appetizer/dessert, drink, and side item and where to locate them.

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sPalate Mobile App

Service Storyboard/Script

Maria

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Palate Mobile App Maria

High-FidelityWire Frames

references whetherit is seasonal/local/or staple.

locates the kit/ links to navigation

Scan the QR Code of a kit for the palate page or when you check into a class via the community kitchen page

calendar for the month’s cooking classes that lets you check off when you are attend-ing to receive push notifications

Connect with your facebook friends to see who is attend-ing what classes

Check into cooking classes by scan-ning QR code on cooking class sign in-store

Shows where youare in the store

Locates kit in store and provides a path to it

provides a map of store to reference

Allows you to view the reward you will receive next

Your QR Code to use for points to earn points for purchases

View points earned by purchasing kits & drinks and checking into cooking classes toward a reward

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HOME PAGE

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ICARTE PACKAGING

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Interaction Activity Path

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ICARTE PACKAGING

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High Fidelity Wire frame Box Mock-up

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ICARTE PACKAGING

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High Fidelity Wire frame Sleeve Mock-up

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ICARTE PACKAGING Maria

High Fidelity Wire frame Inside Bag Mock-up

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Branding Touch points

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SMALL

bRecipe Cards

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These 4’’x6’’ recipe cards are included on all Carte kit boxes. The back side (with recipe) is what is face up on the kit. They are perforated,so they can be torn out and used again. They include measurements and the packaging steps correspond to the steps on the card. These recipe cards can also be handed out as advertisement. These cards also developed the seal for each category – Staples, seasonals, and locals.

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Recipe Cards

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bRecipe Cards b Maria

Advertisement

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Service Touchpoint

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MEDIUM

SSERVICE TOUCHPOINT

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Palate Mobile Application

Palate is a mobile application that subtly provides a Carte shopper with 3 pairings for a Carte kit, aids in Navigation, allows for check in with the community kitchen, and provides a frequent user code. The palate can be shuffled to give more options.

The user scans the code on a kit to see unique and delicious pairings. They scan the code on the kitchen to meet with friends and earn points toward their frequent customer ac-count which can also be scanned at the checkout.The palate can be shuf-fled to give more options.

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SSERVICE TOUCHPOINT

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Palate Mobile Application

31https://vimeo.com/55393042

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interaction touchpoint

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LARGE

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Carte Packaging

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b AlexIINTERACTION TOUCHPOINT

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Carte Packaging

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Research

THE DIELINE – “The most visited website on package design in the world.”www.thedieline.com/

THEY DRAW & COOK – Illustrated Recipeswww.theydrawandcook.com/

FOOD PACKAGING DESIGN – @Supermarket: Package DesignPublished: Tokyo, 2009

APOTHECARY DESIGN – Visuals & Patternshttp://creativecurio.com/2009/07/the-big-collection-of-apothecary-inspiration/

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Published by:

Maria BoehlingAlex HadleyAaron Picart

Master Chef:

Santiago PiedrafitaGD 301 // Fall Semester

October -December 2012