Specialty's Cafe & Bakery
In 1987, Dawn & Craig Saxton started Specialty’s Café & Bakery in San Francisco's financial district to cater to the 9-to-5 professionals. The combination of their made-from-scratch-daily philosophy & laser focus on serving the working professionals led to the foresight in acquiring and integrating the Australian startup SandwichDirect.com in 2003, adding online ordering and load balancing capabilities to its operation. The move put Specialty's on a high growth path—doubling its store count to over 50 locations across 3 states in just a handful of years.
Brand, Marketing & Ecommerce Design
Challenges & Goals
FEMSA, a retail & beverage giant, bought Specialty's in the mid-2010s with an ambitious expansion plan in mind. To get there, FEMSA needed to update the capabilities and user experience of Specialty's aging technology, and raise its brand awareness in key markets.
Role & Responsibility
Key areas of focus:
1. Brand & marketing design
2. Ecommerce website UI & UX design
Brand & Marketing Design
– Food, lifestyle, environmental photography
– Video & motion graphics
– Menus (digital & printed), POS marketing materials, in-store displays & signage, ads, mailers, emails, social media
Ecommerce Website
– User research
– User testing
– User flows
– Information architecture
– Wireframes
– UI design
– Branding
1. Brand & marketing design
2. Ecommerce website UI & UX design
Brand & Marketing Design
– Food, lifestyle, environmental photography
– Video & motion graphics
– Menus (digital & printed), POS marketing materials, in-store displays & signage, ads, mailers, emails, social media
Ecommerce Website
– User research
– User testing
– User flows
– Information architecture
– Wireframes
– UI design
– Branding
Stakeholders, Partners, Contributors
Creative Director | Charles Walter [ LinkedIn ]
Designer | Quyen Trieu [ LinkedIn ]
Designer | Allison O'Neill [ LinkedIn ]
Designer | Ryan Dalke [ LinkedIn ]
Photographer | Ryin Rosenberg [ LinkedIn / portfolio ]
Head of Marketing, Ecommerce Technology | Leslie Wu [ LinkedIn ]
Marketing Director | Cat Schmidt [ LinkedIn ]
Marketing Campaign Manager | Isabella Edinoff [ LinkedIn ]
Direct Marketing Manager | Rebecca Schults Robrahn [ LinkedIn ]
Designer | Quyen Trieu [ LinkedIn ]
Designer | Allison O'Neill [ LinkedIn ]
Designer | Ryan Dalke [ LinkedIn ]
Photographer | Ryin Rosenberg [ LinkedIn / portfolio ]
Head of Marketing, Ecommerce Technology | Leslie Wu [ LinkedIn ]
Marketing Director | Cat Schmidt [ LinkedIn ]
Marketing Campaign Manager | Isabella Edinoff [ LinkedIn ]
Direct Marketing Manager | Rebecca Schults Robrahn [ LinkedIn ]
User Flows
Ordering Dashboard Exploration
Quick Tabs
New Visitor vs. Signed-In User
High-fidelity Wireframes
