Step right up to the design storyboard, where the sounds of a wild party and popping beer cans mingle. This case study describes the partnership between tubik and Heineken Mexico, wherein the two companies worked on the design of the Glup delivery app’s brand identity and mobile app.
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Problem and Customer
Heineken Mexico aimed to reach a wider audience and establish an efficient sales channel through mobile technology by launching a mobile app. The app would enable users to purchase beer and related items, such as snacks, cups, and more, and have their orders delivered promptly. The Glup app began in this way.
Web design, logo audits and tweaks, extended brand identity development, website design, and marketing and user experience goal-oriented 3D icon and illustration creation were among the many design tasks taken on by the tubik team when clients came to us for help.
Sergii Valiukh, Sergii Kucherenko, Anastasiia Kutnia, Arthur Avakyan, Dmytro Kravchenko, Lada Kunitsa, Andriy Drobovich, and Kate Baikova were all members of the tubik side of the creative team.
Process
There were two main focuses throughout the creative process: creating a versatile identity and creating a consistent, functional user experience design for the app.
Visual Identity Development
Building strong branding that could be seamlessly integrated into marketing objectives and mobile interactions was the first priority, as it would guarantee a consistent experience for customers.
The brand’s logo was already there, but it needed some tweaks to make it more versatile for different advertising and marketing goals and give it a more modern, trendy look that would appeal to the target audience.
Without a doubt, the crew made use of color power and its incredible capacity to instantly establish the desired atmosphere. The primary brand colors were deep purple, which set effective contrast and playfulness, and yellow, which set the cheerful spirit and gave instant association to the beer theme. The color palette was designed to support the defined objectives and be flexible. There was also the development of an expanded palette to accommodate various product presentation methods.
Name Recognition
The collection of abstract geometric shapes that were to be used consistently across different branded items, advertising materials, delivery bags, social networking, and mobile application screens was another aspect of visual branding. Plus, these forms mimicked the elements of the clock face, which strongly suggested that delivery speed was an important feature. Look at all the different kinds of branded products and ads.
Designing for User Experience
The second course of action was to plan the mobile app’s faultless and easy-to-understand user interface. The sales funnel and the entire purchase flow were both made possible by meticulously planned interaction design.
The categories and onboarding screens showcase the products with balanced and fashionable 3D graphics, establishing a friendly communication tone. These unique visuals don’t take away from the offered items, thanks to their distinct style.
Similarly, the icons that serve as visual illustrative markers for the various item categories in the app went through multiple revisions, transitioning from 2D graphics that were in line with the overall idea of visual branding and mirrored its graphic components to a large set of 3D icons that mirrored the style of the 3D illustrations utilized throughout the app and during onboarding. A high-level overview of the steps is this.
Products
The app’s light, airy screens do a good job of showcasing the items, and the use of branded colors, graphics, and gradients makes the navigation easy and pleasant. User experience and brand consistency are both bolstered by the incorporation of custom icons into the interface that mirror the brand palette. Viewing the complete catalog, utilizing filters to personalize it, or utilizing the internal search are all options given to customers as they peruse the offered range of products. If a customer has a few favorite items and tends to reorder the same things, they can save time by clicking the “Plus” button on each card in the catalog screen to quickly add them to their basket without having to open the card first.
With the help of the principles of external consistency and well-recognized mental models, the shopping cart screen is both informative and functional, allowing users to effortlessly finalize their orders. To help visualize the possibility of getting free shipping for the order, a special progress bar is utilized, along with the text hint.
Name Of The Mobile App
The development of a strong mobile app brand and the improvement of its online presence are interdependent. A well-designed landing page that highlights the app’s features and encourages potential new users to give it a try is an important part of this process. The Glup app’s landing page follows the same aesthetic direction as the brand’s visual identity. It’s built around a vibrant color palette that serves as a backdrop for various sections of content, a well-organized structure of text blocks, prominent call-to-action elements that are easy to see, and eye-catching visuals that showcase a harmonious blend of app screens and themed 3D graphics to immediately establish a connection to the core of the service being offered. The user experience becomes even more vibrant and interactive with the addition of smooth web animation.
