The Studio of Jorge Diego Etienne developed more than 20 furniture, signage and accessory designs for 670 restaurants in Mexico as part of the "Experiencias, Comer y Beber" project for Arca Continental, the second largest Coca-Cola bottler in Latin America and one of the most important in the world.

Design Team

Designer - Jorge Diego Etienne

Research

We conducted a field investigation where we used methodologies of Service Design Thinking to gather unique and transcendental characteristics of the day to day lives of the people visiting each restaurant.

Different tools were applied to generate proposals coherent with the current environment of the channel and the different user profiles; all culminating in enriching the experience of consumption, and the consolidation of an identity that surrounds these iconic places in Mexican society, such as fondas and fast food restaurants.

Subsequently, the research findings were aligned to generate various elements of furniture, signage, and other objects that, in an integral way, conform a differentiated image that renews the tradition of the channel without losing the attributes that characterize it today. All the connection points were addressed to improve the consumer's experience from the moment the user is outside the establishment, until he arrives at his table.

Development

More than 20 objects were designed around this new experience in the Comer y Beber channel, combining elements aimed at all users, and integrating some pieces designed specifically for the established profiles. An important part of the project was to achieve an efficient communication between the brand and the restaurant's information, considering elements such as its menu and promotions. In addition, the project was innovative by including pieces that had never been implemented in this type of environment, such as flower pots and chargers for cellphones. All of these decisions stemmed from the understanding of the preferences and needs of the people who visit these establishments every day.

The shapes and geometries of the objects are inspired in the Coca Cola brand and its distinctive red color. The aesthetic language is simple: the sections of a circumference are intersected by planes that contrast, generating lightness in the supports. This set of elements conforms a design structure from not only functional but also aesthetic perspective; allowing to rearrange and play with the configurations, making each element communicate with the user in a concise way. All objects should be identified as part of this new brand strategy, even without being in the same place.

The Experiencias, Comer y Beber project is an innovative initiative of Arca Continental that helps its clients to transform and evolve the environment inside their businesses, while improving the experience of their customers.

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