Art Direction for Motion Menu for FoodTech Startup

Drinkit is a startup of Dodo Brands, a chain of specialty coffee shops with mobile app and smart delivery.

Drinkit Communications were very similar to Dodo pizza and looked too fast-food. The main medium — TV menu over the barista desk looked like this:

I analyzed visuals of the competitors, and brief a designer to seek unique non fast-food style in typesetting. I wanted to make a more poster and bold layout, and the boards with a photo replaced with a video. At the time, the summer line of drinks was being prepared.

It was decided to process the video in a less glossy way so that the products would look more natural, and it can convey the value and set apart from fast food big brother.

Summer line superheroes were shot in different locations: Latte with cheese foam — on the roof of the office, Matcha — in a studio with indoor plants, and Espresso — in the height of summer — in the Botanical Garden.

We wanted to convey the joy of the beginning of summer and show the drinks in an attractive way.

Espresso tonic was launched later, it seemed that people were already tired of the heat, so we tried to convey its refreshing effect also through the relaxing atmosphere of the botanical garden.

Another challenge I faced as an Art Director at Drinkit is that most orders was only for 1 drink. it is logical for a coffee shop. Guests do not often take a snack with their coffee. With a marketing team we set the task of showing "pairs" more often: food + drink. A foodpairing specialist picked the pairings, and we shot them for the right menuboard. Depending on the time of day and the habits of the guests, we showed these or those pairings with the help of Dodo IS. After that, the number of items in the check and the check itself grew almost immediately.

Bonus! Look at these beautiful product photos for the mobile app with my art direction:

And here’s one for product communication for the menu as well