Context
Our client is a food and beverage (F&B) business group, looking to build a loyalty program for their customers by offering special privileges

They need a loyalty program that supports their business and reflects their brand identity. It’s important to them that the loyalty program reflects their identity to communicate the value to their customer

This helps the brand's message and values are clearly communicated, building trust, attracting more customers, and increasing business

Discovery
We started by understanding the brand's position, brand persona, style, restaurant style, through research, which helped us to find idea of the keywords for moodboarding

We looked at each restaurant's style, vibe, and location, as well as current design style in their visual communication like social media, poster, and website. This helped ensure that our art direction stayed aligned with their brand's, old Japanese luxury

Create The Graphic Universe
To develop art direction, we collect and explore different design styles, fonts, colors, layout, and visual elements that would best represent to old Japanese luxury

Adding Visual Metaphors
To capture the essence of old Japanese luxury, we created a moodboard featuring traditional Japanese textures and iconic elements that evoke authentic of Japanese culture. With touches of black-gold we added the sense of luxury and prestige to enhance and giving the tradition dining vibe

For a touch of luxury, we gave the button thin borders to keep the design elegant and refined

Final design
We used luxurious colors to categorize user profiles based on their privilege level

We used aesthetic utility effect with real restaurant photo to capture the luxurious, traditional restaurant vibe, and to create online experience that reflects the identity of the brand

To highlight the traditional Japanese style, we added a minimalist Washi (和紙) texture for elegant and luxurious visual details

We incorporated iconic Japanese elements into the design to represent certain actions for context information.

We implemented minimalist layout inspired by Japanese design to help users focus on the important information. By keeping the interface clean and uncluttered, we created the UI elements stand out more, using contrast and bold typography to highlight the essentials.

The app icon uses gold and black to give a sense of luxury and prestige to the brand app

Conclusion
We worked closely with the client to understand their expectations, focusing on blending their brand identity with modern digital needs

Our process for finding art direction involves creating the graphic universe to get the keyword and mood board, defining the overall look and feel, starting to design some options for the client to choose from, and adding some visual metaphors to represent the brand characteristics