harucake
harucake
harucake
Aug 2019 - Mar 2024
Aug 2019 - Mar 2024
Aug 2019 - Mar 2024
Brand Identity 2019 - 2025 · OOU 2023 · Brand, retail and collaboration
Brand Identity 2019 - 2025 · OOU 2023 · Brand, retail and collaboration
01 Identity
01 Identity
01 Identity
02 Experience •
02 Experience •
02 Experience •
03 Growth
03 Growth
03 Growth
HARUCAKE / EXPERIENCE
Insert a representative project image.
HARUCAKE / EXPERIENCE
Insert a representative project image.
HARUCAKE / EXPERIENCE
Insert a representative project image.
CHAPTER 02 / EXPERIENCE
CHAPTER 02 / EXPERIENCE
A little gratitude,
while you wait.
A little gratitude,
while you wait.
A little gratitude,
while you wait.
A small shop could mean a one-to-three-hour wait. I proposed Grateful Note to give that waiting time a more thoughtful experience—for customers and for the people serving them.
A small shop could mean a one-to-three-hour wait. I proposed Grateful Note to give that waiting time a more thoughtful experience—for customers and for the people serving them.
A small shop could mean a one-to-three-hour wait. I proposed Grateful Note to give that waiting time a more thoughtful experience—for customers and for the people serving them.
MY ROLE
MY ROLE
Customer experience concept · In-store copy & placement · Character signage · Menu print coordination
The challenge was felt on both sides of the counter.
The challenge was felt on both sides of the counter.
The challenge was felt on both sides of the counter.
Long queues left customers bored and frustrated, and staff had to absorb that frustration. I wanted to give people something meaningful to do before ordering, with the hope that a moment of gratitude might also encourage kinder interactions.
Long queues left customers bored and frustrated, and staff had to absorb that frustration. I wanted to give people something meaningful to do before ordering, with the hope that a moment of gratitude might also encourage kinder interactions.
Long queues left customers bored and frustrated, and staff had to absorb that frustration. I wanted to give people something meaningful to do before ordering, with the hope that a moment of gratitude might also encourage kinder interactions.
An invitation to pause, write and leave a memory.
An invitation to pause, write and leave a memory.
An invitation to pause, write and leave a memory.
I placed Grateful Note along the waiting line and invited customers to write what they were grateful for using Harucake pens. Many also left the names of the people they came with, or messages to one another. Their notes became part of the shop’s display.
I placed Grateful Note along the waiting line and invited customers to write what they were grateful for using Harucake pens. Many also left the names of the people they came with, or messages to one another. Their notes became part of the shop’s display.
I placed Grateful Note along the waiting line and invited customers to write what they were grateful for using Harucake pens. Many also left the names of the people they came with, or messages to one another. Their notes became part of the shop’s display.
Small details shaped the visit.
Small details shaped the visit.
Small details shaped the visit.
Alongside Grateful Note, I developed slogans and their placement, OOU-led guidance signs, and the arrangement of customer-facing brand elements. I also handled menu printing and ordering, carrying the identity through the practical details of the shop.
Alongside Grateful Note, I developed slogans and their placement, OOU-led guidance signs, and the arrangement of customer-facing brand elements. I also handled menu printing and ordering, carrying the identity through the practical details of the shop.
Alongside Grateful Note, I developed slogans and their placement, OOU-led guidance signs, and the arrangement of customer-facing brand elements. I also handled menu printing and ordering, carrying the identity through the practical details of the shop.
02 / CUSTOMER NOTES
Insert close-ups of gratitude, names and personal messages.
02 / CUSTOMER NOTES
Insert close-ups of gratitude, names and personal messages.
03 / THE WRITING MOMENT
Insert the note station and branded Harucake pen.
03 / THE WRITING MOMENT
Insert the note station and branded Harucake pen.
OUTCOME / LEARNING
I observed warmer interactions around the activity. The notes remain on display, and customers’ use of the branded pens also led to pen purchases.
I observed warmer interactions around the activity. The notes remain on display, and customers’ use of the branded pens also led to pen purchases.
I observed warmer interactions around the activity. The notes remain on display, and customers’ use of the branded pens also led to pen purchases.
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