Beyond the Kitchen:
Engaging Vendors and Serving Customers Through Design
AMA Kitchen is an innovative cloud kitchen brand based in Houston that combines a variety of Asian flavors under a single culinary umbrella. Unlike traditional brick-and-mortar establishments, AMA Kitchen offers low-cost startup solutions for vendors, allowing them to open a kitchen with minimal space requirements. In this project, I was responsible for AMA Kitchen’s complete brand visual design, marketing print materials, and website setup.
TOOL USED
WordPress, Adobe Illustrator, Adobe Photoshops, Canva, Google Analytics
ROLE
Lead Creative and Website Designer
In this multi-faceted project for AMA Kitchen, I served as the Lead Creative and Digital Strategist. My responsibilities spanned across the entire digital landscape of the brand, encompassing website design, graphic design, marketing strategy, and content creation.
Website Site Map
The website initially had a simple structure with only a homepage and an “About Us” page. As the project progressed, we added new pages such as “Stores,” “Online Ordering,” and “News” to provide users with more information about our partner businesses and current promotions. This evolution aims to enhance the user experience and meet the diverse needs of our audience.
Devlopment of Identity System
The logo design combines the letter “A” from AMA with the concept of unity and collaboration. Since the cloud kitchen is a culinary hub that brings together multiple food brands, the design embodies a modern sense of diversity and integration. The color palette prominently features red and shades of black and gray, accompanied by a unified font combination for a cohesive visual identity.
Unified Aesthetic
Prior to designing the website, a set of design principles were established to standardize color schemes and typography. These guidelines ensure a unified presentation, whether on the website or in print materials, providing customers with a modern, cohesive design experience.
Scrolling Content Management
The website is built to be fully responsive, considering that users will browse the website on mobile devices, tablets, and desktops. Fine adjustments ensure that text, CTAs, and other web elements are displayed effectively across various screen sizes.
During the vendor onboarding phase, the website’s primary audience is prospective vendors. The Call-To-Action (CTA) on the homepage and header is “Join Us.” The homepage focuses on the advantages of opening a kitchen with AMA Kitchen, as well as equipment features, issues critical to potential vendors.
Once AMA Kitchen is fully operational, the CTA shifts to “Order Now” and current promotions. Information about active vendors and their food specialties is prominently displayed on the homepage. SEO-optimized articles are published to further boost website traffic.
Responsive Design
The website is built to be fully responsive, considering that users will browse the website on mobile devices, tablets, and desktops. Fine adjustments ensure that text, CTAs, and other web elements are displayed effectively across various screen sizes.
Printable Graphic Design
Outcome
By thoughtfully addressing these challenges and implementing these design features, the website serves as an effective platform for both vendors and consumers, encapsulating the innovation and variety that AMA Kitchen brings to the culinary landscape.
Reflections
Completing this project has filled me with a great sense of accomplishment. I was actively involved in its inception and took the lead in the entire design process, which went from concept to reality.
Throughout this journey, I deepened my understanding of WordPress, gaining expertise in website creation, traffic generation, and content optimization. The knowledge and experience I gained have not only equipped me to tackle new challenges with confidence but have also enhanced my overall skill set.