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Case Study

YU Alderley Edge — digital strategy for award-winning restaurant

Yu Alderley Edge cocktail
  • Creative Direction
  • Branding
  • UI UX Design
The challenge

Create a premium & contemporary experience

The challenge was to create a brand identity and digital strategy for a new dining concept from the brothers behind award-winning Ribble Valley restaurant ‘Yu & You’. The brand needs to communicate a premium and contemporary feel with a digital focus on large-scale imagery and great user experience.

Inside the YU restaurant
My Role

Responsible for creating a responsive website solution

I worked collaboratively with the design team to create a premium logo, colour scheme and typography – this was the base for all print collateral which I worked on.

From a digital perspective, I led the digital designs and was responsible for creating a responsive website solution. The interface focused on the stunning photography overlaid with bold messages and call to actions to create a smooth, memorable online experience.

YU Alderley Edge, Logo design
Macro photography of an "oriental prawn dish"
Business cards for YU, Alderley Edge
User experience

Define the goals & establish the best experience

The initial planning was all about understanding the brief and working out the best succession. I learnt about the client’s business, objectives, users and competitors. Sharing sketches both enabled collaboration and creativity across the team, resulting in shared understanding and alignment from start to finish.

Pencil sketch of YU mobile designs
Wireframe designs for YU Alderley edge digital solution
User Experience

Guerrilla research is unconventional yet effective

The website is focused on high-quality content, premium photography and a clear, user-friendly navigation. After conducting some guerilla marketing, the majority of users would enter a restaurant website to book and see the food/drink menus. As a solution, I designed split navigation using primary links and secondary links.

iMac mockup of YU opening screen
Browser mockup of YU, Alderley Edge homepage
iPhone mockup of YU online menu
iPhone mockup of YU online menu
iPad mockup of YU restaurant blog
iPad mockup of YU restaurant blog
Short cocktail with fire flame from the "Orange Zest"
Image of the bar in Chinese restaurant YU in Alderley edge