Lokalpoet / a different way to explore food in Berlin
Challenge
How to create a more enhanced experience for new-berliners to explore the city?
User
New residents and local restaurants of Berlin
My role as a Designer
Apply research methods to design a business model and create a branded experience
Sector
Food / tech / branding
Place / year
Berlin, 2016
Team
Eugene Vasilenka, Juan Sebastian Useche
strategic design
CONTEXT
There are more than 6000 restaurants in Berlin, more than 10 digital platforms with different information based on reviews and ratings. At the same time, not all the restaurants have a website, making the search and selection of places a tedious task. The truth is that people do not trust the majority of those services, but people trust their friends and personal recommendations. What if there is a place where each person has its own personal restaurants selection and they could share it with their friends? What if the service allows people to discover new places based on their friends' recommendations?
RESEARCH & ANALISIS
We based out research with residents in Berlin. Newcomers and also people who have lived there for a long time. Each of them has it' own top 10 restaurants and they have categorized them with criteria that might vary according to their taste, emotional connection, or even location. On the other hand, we have discovered that some places have an important online presence, and that's a key success factor, but some good places remain hidden and their success lies in the Locals who know the place.
BRAND VALUES
To define the brand values we have run branding workshops not only to define those values but also to define the name and tone for our brand. The Core Value is togetherness, and the surrounding values are Brave, peculiar and tasteful. We also use the figure of Bards (A professional poet and singer, as among the ancient Celts, whose occupation was to compose and sing verses in honor of the heroic achievements of princes and brave) to tell the stories behind the restaurants.