Situation & Objectives:

To broaden its ways of reaching the audience and set an effective sales channel using mobile technology, Heineken Mexico strived to launch a mobile application that would allow users to buy beer and associated stuff like snacks, cups, and the like and get the orders delivered quickly.

Brief:

1. Branding. The scope included tweaking the logo wordmark geometry, setting up a color palette and a graphic system of abstract geometric shapes to be consistently used across various branded items, advertising materials, delivery bags, and mobile application screens.

2. Mobile app design. It was thoroughly thought-out to make the sales funnel work successfully. The UX of the app makes the order and delivery process fast and flawless. App's UI style follows the identity system, while sleek decorative 3D graphics and custom icons support both usability and consistency of the brand.

Budget:

23 000 USD

Glup target audience are young individuals, looking for speed delivery of their drinks and a way to do the party shopping easy and enjoyable. The brand identity and its elements needed to be bold, memorable and eye-catching.

Mobile app design was thoroughly thought-out to make the sales funnel work successfully. The UX of the app makes the order and delivery process fast and flawless. App’s UI style follows the identity system, while sleek decorative 3D graphics and custom icons support both usability and consistency of the brand.

Target audience: Glup target audience are young individuals, looking for speed delivery of their drinks and a way to do the party shopping easy and enjoyable. The brand identity needed to be bold, memorable and eye-catching.

Data gathering and insights: A thorough competitor analysis was performed, covering the delivery services operating in Mexico. A special attention was paid to analysing the use of the color palette throughout different industries and specifically in the Mexican digital market.

Relevance to platform: Glup app was design for both iOS and Android following the cross-platform design patterns to support the cross-device compatibility of the app and recognition of the interaction patters among users.

Implementation: the process followed marketing research, logo wordmark geometry tweaks, brand identity concept design, design of the branded items, UI/UX design for a mobile app, designing 3D app graphics, landing page design.

Placement: The branded items and their use were selected based on the promotional plans of Glup product team.

Brad relevance: Heineken Mexico strived to launch a mobile application that would allow users to buy beer and associated stuff like snacks, cups, and the like and get the orders delivered quickly. As a result, Glup brand obtained a solid and effective sales channel via the easy-to-use mobile application consistently reflecting brand identity and making the customer experience integral, engaging, and smooth.

Touch points: mobile app, website, out-of-home promotion, delivery uniform and packaging, social media design, marketing collateral.

Materials, style elements, design choices: logo wordmark, system of geometric shapes deriving from the image of a clock face, color palette of bold yellow, purple and salmon colors, 3D renders of products.

Methods and process: the process followed marketing research, logo wordmark geometry tweaks, brand identity concept design, design of the branded items, UI/UX design for a mobile app, designing 3D app graphics, landing page design.

Timeline: July 2021 - September 2021

Achievement against business targets: Glup brand obtained a solid and effective sales channel via the easy-to-use mobile application consistently reflecting brand identity and making the customer experience integral, engaging, and smooth.