Sexy Sticks
Fast-casual dining reimagined
Award-winning service design for a differentiated restaurant experience, including complete brand identity, service blueprint, and operational flow.
Challenge
Design a differentiated fast-casual restaurant experience that stands out in a crowded market while maintaining operational efficiency.
Outcome
Best Pitch Award for complete service concept including brand system, service blueprint, and customer journey.
My Role
Service Design Lead, Brand Strategy
Research & Discovery
Conducted competitive analysis of the fast-casual space, identifying gaps in the market for experiential dining that maintains speed. User interviews revealed desire for "Instagram-worthy" experiences without the wait times of full-service restaurants.
Brand Identity
Developed a provocative brand name that creates instant memorability. The visual identity balances playfulness with quality, bold typography, warm color palette, and distinctive packaging design.
Service Blueprint
Mapped every touchpoint from discovery to post-visit, identifying moments of delight and potential friction. Designed operational flows that maintain 10-minute service while creating memorable interactions.
Customer Journey
Created detailed journey maps for different user personas. Built in "surprise and delight" moments at key touchpoints, customized packaging, photo opportunities, and loyalty program integration.
Reflection
This project taught me that service design is systems thinking applied to experiences. Every operational decision affects customer perception, and every brand element must work harder than it appears.
Key Learnings
- 1Service design connects brand promise to operational reality
- 2Memorability comes from intentional friction, not just efficiency
- 3Cross-functional collaboration is essential for implementation