Director of Coffee and Sustainability, Philz Coffee
Supply Chain Analytics Manager, Philz Coffee
Human interaction is vital to Philz's culture of warmth and care at each of their stores. In a time of limited physical interaction, our objective was to preserve the values that make Philz Coffee unique by finding new avenues to enhance the customer experience..
In 1978, Phil Jaber opened the first Philz Coffee in San Francisco's vibrant Mission District. Since then, the company has grown to sixty stores around the country. Throughout its evolution, Philz has been dedicated to quality coffee, sustainable business practices, and care for their customers. Their mission ‘to better the days of everyone who walks in' remains at the forefront of every decision Philz makes as a company. environmental planning.
The new lifestyle mandated by the ongoing pandemic has forced businesses to physically close their doors to customers. For Philz, this meant losing one of their most distinctive qualities: the in-store experience. Our team was tasked with capturing the essence of Philz’s characteristic warmth and care, and delivering that same feeling to customers in new and innovative ways.
who either regularly frequent the store or who could become a regular customer
Our solution consists of three main deliverables. Firstly, a detailed case study containing several well-studied, proposed initiatives specifically designed for the company’s needs. Secondly, a functioning wireframe prototype of our proposed rewards system initiative. Lastly, a modern, redesigned brand guide that emphazises the company’s dedication to sustainability.
Built a rewards system for customers in a digitalized platform. By incorporating a tiered-points based system, this will incentivize sales and illustrate loyalty to the customer base.
Begin a Philz Day campaign to increase sales on less popular days as well as celebrate the brand in a more creative and engaging way.
Designed more merchandise so that customers can be showing their Philz Pride and support at home safely.
Developed a series of campaigns focused around the interactions with baristas and customers.This was done to recreate the in-store experience through engagement on their social media as well as through video content.
Updated the existing branding to better represent the values and objectives of the Philz brand.
Building upon Philz’s pre-existing brand and appeal of being a locally-based, artisanal, and neighborhood friendly coffee chain.
Established greater brand cohesion through providing recommendations on font and color palettes to provide clean and harmonious designs.
Conducted user research to make concrete recommendations of future merchandizing.
During our ideation process, we came up with multiple realms in how we can solve these issues posed by COVID-19. We found that our ideas fell into four specific categories: merchandise, rewards, promotions, and campaigns.
When we proceeded into the design stages, we each took up an initiative, conducted supplementary research, and went through constant feedback sessions to ensure collaborative efforts in our prototyping.
We created strategy pitches for our barista campaigns, rewards system, and promotional offerings that will be included in a case study. We also developed a brand guide to outline innovations in design and conceptualization.
Finally, we produced a wireframe centered around the already establised app and include aspects such as carousel swiping, color scheme, and premade images for it to be seamlessly added by their app development team.