Brand
Fusion

We immersed ourselves in the brand in a variety of ways. We began with a website deep dive—breaking down all of the elements including typography, colors, logo, tone, imagery, navigation, origin story, service offerings, and even somewhat hidden, extra features (like highlighted brand ambassadors, how the product’s made, etc.).

We listened to podcasts, read articles, and even ordered our own “Try 5” boxes. We convinced a few cohort members to participate along the way, creating a Warby Try On party (and had a lot of fun doing it).

We took our exposure to the brand and distilled its visual cues into moodboards—executing individual moodboards before joining together to compare notes  (spoiler alert, our boards ended up being very compatible!). 

Finally, we began to synthesize our findings by exploring a few brand frameworks like the pyramid below!

Ultimately, we settled on a table of five brand elements that represented the Warby Parker brand essence—features that the brand wouldn’t be the same without. We determined these brand elements to be resonating, accessible, curated, playful, and impactful.

Warby Parker took a purely functional (even clinical) product and transformed it into a product that resonates with consumers on an emotional level. Warby glasses don’t only enhance vision, they provide value for the mind (by acting as a means of creative expression) and even merge with a consumer’s identity, imbuing them with a sense of intelligence, creativity, and confidence.

In the way that Warby took a product you put on your body and gave it a deeper resonance for mind and identity, we wanted to take something you put in your body and give it a deeper meaning for your life.

Our solution? A product that provides 360° nourishment through holistic nutrition, food as art, and social connection: Tarrati, a comprehensive charcuterie experience that nourishes all aspects of your life. 

In the same way that Warby took something previously restricted (pricey glasses that were controlled by a large conglomerate) and made it accessible, we wanted to select an item viewed as exclusive and make it accessible to everyone. Seeing charcuterie as something intimidating that has been associated with upper class traditionalism, we selected it as our F&B offering and improved accessibility through a direct to consumer model and straightforward instructions.

Taking inspiration from Warby’s curated and playful brand execution, we infused Tarrati with a sense of modern design and fun interaction. Similar to the launch of fashion collections, our curated charcuterie boards would follow a seasonal launch cycle—featuring boards with fashion-esque names and individual personalities. 

Consumers could also engage with our onboarding “Which superfruit are you?” personality quiz that filters board recommendations based on consumers’ overall vibe and dietary preference.

Channeling Warby’s brand, the fun interactions don’t stop there! Once aTarrati box is shipped , consumers can access a step by step interactive creation guide on the app that allows them to tap into their creative side to create food as art for their next social gathering.

 Finally, in the same way that Warby Parker prioritizes impact by partnering with VisionSpring to execute its  buy one give one model, Tarrati partners with Lumen (a metabolism measurement device) and the World Food Programme to supply meals for each board purchased—providing hunger relief efforts with individualized data so that we can all be nourished, the world round. 

The Result

With me taking lead on our slide narrative and visuals, and my power partner executing our UX/UI vision, we prepared our product launch presentation. Aiming to instill our brand presentation with some in-person fun and playfulness, we surprised our class mid-presentation with charcuterie kits and a demo.

Assembling the kits in person, we wrapped up a successful (and delicious!) brand fusion, receiving praise for our synthesis, visual design, and storytelling execution.