Intro to Marketing & Self-Promo (WK3) - "Extending the Feeling"

Our final assignment for week 3 was to create 4 branded touchpoints for our restaurant. As I wrote in this week's Design Blog, I had difficulty with this at the start because I didn't understand what a touchpoint was, let alone that there were different categories for them! Once I understood what touchpoints were, I knew exactly what I wanted to do. While Nightshade & Nectar is a Spanish-Asian fusion restaurant, at its core, it's a tearoom. Because tea is the basis of everything here, I wanted to provide a few tea-centered touchpoints.

In-Restaurant: Branded Tea Cups

I love the idea of using mismatched china, and customizing different styles of teacups would lean into that concept. A branded teacup supports the idea that tea anchors the entire meal, while tying in the celestial aspect of the environment. 

Take-Away/Post Visit: Takeout Bags

The bag is simple intentionally. The dark purple tone and silver detailing carry the same aesthetic as the space. When someone walks out with it, the experience still feels intact. 

Staff-Facing: Uniform Shirts

I wanted the uniform to feel like it belongs in the room. The deep blue-purple and silver embroidered details reflect the lighting and celestial environment without turning the uniforms into costumes. Because the room itself is variations of dark purples and blues, I wanted to make sure that the staff isn't just matching the decor. I felt short sleeves were too casual, but long sleeves might be uncomfortable. There's also a space for the servers' names to be embroidered under the logo.

Touchpoint of choice: Custom Tea Blends/Canisters

This was the first thing I thought of when I figured out what touchpoints were. I love the idea of guests being able to take home blends of the tea they had throughout the evening, and it could be done in various ways. I could do a full set with every tea they had, individual canisters if they really loved one specific blend. I could offer single-serve samples of each at the end of their dining, which may encourage them to come back. But I really love the idea of having a refill system, where they can bring their canister back for a discounted refill. It's something that continues the ritual at home and encourages return visits.