Impacts & Learnings

The most visible impacts were observed from the re-design of the menu by customers commenting several times how easy and pleasant it is to use the menu, compared to its previous designs in the multi-page booklet format. Remarkably higher orders of the signature rolls meant that the presentation of photos in the menu aided customers in their menu choices. The customers' frequent use of loyalty cards and gift cards indicated that the design delivered easy usability while cementing the brand of Murasaki upon each use.

The proposed website was not chosen to replace the existing one as it deviates too much from the conventional look and feel of other websites for sushi restaurants in Murasaki's competitor range. This decision revealed several points of learning: 1) an ample amount of communication is required to confirm the needs for the design replacement before the hefty time invested in the design & construction process 2) The focus of design should address the concerns of the business perspectives, in this case, the aesthetic approach in design to accentuate modernity and elegance were mismatched with the expectations from the owners who viewed too unique of a design that stands out in the crowd could pose a threat in attracting new general users.

Overall, the refinement of the brand identity system and its application to designs benefited the business by creating positive impressions of the restaurant following the design intention. The perceived clarity, neatness and ease of use in design satisfied the needs and senses of customers visiting the restaurant. The fortified sense of brand will create a growing familiarity among the customers, reassuring them of the business' continued dedication and focus.