TURNING BRAND IDENTITY INTO DIGITAL CONVERSIONS
Intro
I designed the UI for BABAS Burgers' website, translating their raw street-culture identity into a high-end digital experience. By balancing bold aesthetics with clear conversion paths, I created a visual bridge between their physical restaurants and a strategic hub for increased online orders.
Project
Work
My role
UI designer
Type
UI design
Intro
Process
The Brief
To transform Sweden’s most authentic street food concept into a digital experience. My focus in this project was strictly UI and Visual Identity. Working from established wireframes, my mission was to breathe the brand's soul into the digital framework, creating an interface that felt as bold and gritty as the restaurants, without compromising on functionality.
The Challenge
BABAS's previous digital presence didn't match the powerful physical brand experience. This visual disconnect created a barrier for digital conversion. The goal was to translate the aroma of burgers, the pulse of Swedish hip-hop, and the sight of graffiti on raw concrete into a UI that drives user action.
Research & Visual Strategy
Field Research: I visited one of the restaurants with my colleagues to soak up the atmosphere. By meeting the people behind the counter and experiencing the product firsthand, I gained a deeper understanding of the community and passion the brand is built on. Wireframe Analysis: While the structural layout was predetermined, I made fine adjustments to the hierarchy and element placement to ensure the visual weight supported the user flow effectively. Competitor Analysis: Most burger chains follow a minimalist, "clean" ideal. To stand out, BABAS needed to break away from the norm and embrace a more textured, "organized chaos" aesthetic.
Design Process
Using the existing brand guidelines, I developed a visual language with depth, utilizing concrete textures and graffiti elements.
Typography & Color: I utilized bold, punchy typography and used the signature blue color to create clear focal points throughout the site.
Artist Collaborations: To highlight the "Signature Burgers" (collaborations with artists like Jireel and Kaliffa), I designed a prominent section early on the homepage to showcase these flagship products.
Dev Handoff: Leading up to launch, I was responsible for preparing the design files. Through structured components and close dialogue with the web developers, we ensured that complex details, like graffiti splatters, could be implemented without compromising site performance or responsiveness.
Process
Results & Business Impact
Today, the website serves as a strategic hub. By implementing clear conversion paths within an environment that breathes BABAS culture, we built a bridge between brand building and direct sales. The site now effectively funnels visitors to external delivery services such as Foodora and Wolt. This provided the client with a clear ROI (Return on Investment), where the design became an active tool in increasing home delivery orders.
Reflections
Working with such a strong brand was a rewarding challenge that offered several key insights. The Balance of Aesthetics & UX: My biggest takeaway was finding the sweet spot between raw creative expression and the necessity of a frictionless conversion path. Growth Since the Project: Looking back at this project , I now view Accessibility through a much more experienced lens. In this specific case, the visual "vibe" was highly prioritized, which at times challenged readability against dark textures. This is an insight I carry into my current projects, where I always strive to unite an uncompromising visual style with the highest standards of accessibility.
NEXT PROJECT
Let's start creating together
Process
Let's start creating together
Let's start creating together
NEXT PROJECT
NEXT PROJECT
The Brief
To transform Sweden’s most authentic street food concept into a digital experience. My focus in this project was strictly UI and Visual Identity. Working from established wireframes, my mission was to breathe the brand's soul into the digital framework, creating an interface that felt as bold and gritty as the restaurants, without compromising on functionality.
The Challenge
BABAS's previous digital presence didn't match the powerful physical brand experience. This visual disconnect created a barrier for digital conversion. The goal was to translate the aroma of burgers, the pulse of Swedish hip-hop, and the sight of graffiti on raw concrete into a UI that drives user action.
Research & Visual Strategy
Field Research: I visited one of the restaurants with my colleagues to soak up the atmosphere. By meeting the people behind the counter and experiencing the product firsthand, I gained a deeper understanding of the community and passion the brand is built on. Wireframe Analysis: While the structural layout was predetermined, I made fine adjustments to the hierarchy and element placement to ensure the visual weight supported the user flow effectively. Competitor Analysis: Most burger chains follow a minimalist, "clean" ideal. To stand out, BABAS needed to break away from the norm and embrace a more textured, "organized chaos" aesthetic.
Design
Process
Using the existing brand guidelines, I developed a visual language with depth, utilizing concrete textures and graffiti elements.
Typography & Color: I utilized bold, punchy typography and used the signature blue color to create clear focal points throughout the site.
Artist Collaborations: To highlight the "Signature Burgers" (collaborations with artists like Jireel and Kaliffa), I designed a prominent section early on the homepage to showcase these flagship products.
Dev Handoff: Leading up to launch, I was responsible for preparing the design files. Through structured components and close dialogue with the web developers, we ensured that complex details, like graffiti splatters, could be implemented without compromising site performance or responsiveness.
Results &
Business Impact
Today, the website serves as a strategic hub. By implementing clear conversion paths within an environment that breathes BABAS culture, we built a bridge between brand building and direct sales. The site now effectively funnels visitors to external delivery services such as Foodora and Wolt. This provided the client with a clear ROI (Return on Investment), where the design became an active tool in increasing home delivery orders.
Reflections
Working with such a strong brand was a rewarding challenge that offered several key insights. The Balance of Aesthetics & UX: My biggest takeaway was finding the sweet spot between raw creative expression and the necessity of a frictionless conversion path. Growth Since the Project: Looking back at this project , I now view Accessibility through a much more experienced lens. In this specific case, the visual "vibe" was highly prioritized, which at times challenged readability against dark textures. This is an insight I carry into my current projects, where I always strive to unite an uncompromising visual style with the highest standards of accessibility.
The Brief
To transform Sweden’s most authentic street food concept into a digital experience. My focus in this project was strictly UI and Visual Identity. Working from established wireframes, my mission was to breathe the brand's soul into the digital framework, creating an interface that felt as bold and gritty as the restaurants, without compromising on functionality.
The Challenge
BABAS's previous digital presence didn't match the powerful physical brand experience. This visual disconnect created a barrier for digital conversion. The goal was to translate the aroma of burgers, the pulse of Swedish hip-hop, and the sight of graffiti on raw concrete into a UI that drives user action.
Research & Visual Strategy
Field Research: I visited one of the restaurants with my colleagues to soak up the atmosphere. By meeting the people behind the counter and experiencing the product firsthand, I gained a deeper understanding of the community and passion the brand is built on. Wireframe Analysis: While the structural layout was predetermined, I made fine adjustments to the hierarchy and element placement to ensure the visual weight supported the user flow effectively. Competitor Analysis: Most burger chains follow a minimalist, "clean" ideal. To stand out, BABAS needed to break away from the norm and embrace a more textured, "organized chaos" aesthetic.
Design Process
Using the existing brand guidelines, I developed a visual language with depth, utilizing concrete textures and graffiti elements.
Typography & Color: I utilized bold, punchy typography and used the signature blue color to create clear focal points throughout the site.
Artist Collaborations: To highlight the "Signature Burgers" (collaborations with artists like Jireel and Kaliffa), I designed a prominent section early on the homepage to showcase these flagship products.
Dev Handoff: Leading up to launch, I was responsible for preparing the design files. Through structured components and close dialogue with the web developers, we ensured that complex details, like graffiti splatters, could be implemented without compromising site performance or responsiveness.
Results & Business Impact
Today, the website serves as a strategic hub. By implementing clear conversion paths within an environment that breathes BABAS culture, we built a bridge between brand building and direct sales. The site now effectively funnels visitors to external delivery services such as Foodora and Wolt. This provided the client with a clear ROI (Return on Investment), where the design became an active tool in increasing home delivery orders.
Reflections
Working with such a strong brand was a rewarding challenge that offered several key insights. The Balance of Aesthetics & UX: My biggest takeaway was finding the sweet spot between raw creative expression and the necessity of a frictionless conversion path. Growth Since the Project: Looking back at this project , I now view Accessibility through a much more experienced lens. In this specific case, the visual "vibe" was highly prioritized, which at times challenged readability against dark textures. This is an insight I carry into my current projects, where I always strive to unite an uncompromising visual style with the highest standards of accessibility.