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Summary


The Aged Old Question:

What’s for dinner?

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Summary


The Aged Old Question:

What’s for dinner?

tableSets

A cooking app that embraces the colloquial art of cooking.

GROUP PROJECT | 2 WEEKS | BRANDING


 

SCOPE

Create an app.

In my first semester of grad school, my team was asked to create an app.


ROLE

Brand Marketing Consultant

Brand Strategy: Positioned tableSets as a holistic approach to cooking in a category filled with apps that focused on a particular step in cooking (ex. recipes).

Creative Concept: Ideated the creative concept by drawing parallels between recipes and song playlists.

Creative Outlet: Provided an outlet to the creative team to align on executions that was on strategy.


RESULT

My Favorite Outputs

Key Insight: Found an insight that modern homemakers make cooking much more than preparing food after learning that the top 100 cooking search terms tend to be broad in nature by analyzing Google Search data.

App Concept for tableSets: Developed the concept for our cooking app of “Spotify for cooking” after drawing parallels between recipes and song playlists.

 
 
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Strategic Work


The top 100 search terms for cooking are broad.

source: Google Search Data

Strategic Work


The top 100 search terms for cooking are broad.

source: Google Search Data

 

RESEARCH

  • People:

    • Interviews with Gen Xers

    • Survey with Gen Xers, n=100

  • Category:

    • Competitive audit of cooking apps

  • Culture:

    • Analogous inspiration: Google Search trends and Tasty videos

 

FINDINGS

  • People: People eat with their eyes.

  • Category: Many cooking apps focus on a single step in making a meal.

  • Culture: Cooking is a colloquial art.

 
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Creative Work


Insight

Modern homemakers make cooking much more than preparing food.

Strategy

Embrace the colloquial art of cooking.

Creative Work


Insight

Modern homemakers make cooking much more than preparing food.

Strategy

Embrace the colloquial art of cooking.

Concept

tableSets is Spotify for cooking, a holistic app that embraces cooking as a colloquial art.

A single meal is a holistic experience, and the actual cooking of a meal is just one of the steps. tableSets acknowledges and capitalizes on the fact that the modern homemaker considers all of the factors that go into meals by being there every step of the way from daily recipe inspiration to elaborate feasts to family gatherings. 

 

App Functionality

tableSets was created and conceived as the Spotify for cooking, providing modern homemakers with curated playlists of recipes, beverage pairings, tablescaping options and ambient music playlists for all occasions. It also takes inspiration from the social aspect of Spotify, allowing users to create their own food playlists and see what their friends are making.

 

Team

(shown from left to right)

Lauren Acampora - Art Director

Ruthie Edwards - Experience Designer

Andrew Allen - Strategist

Anna French - Strategist

Paul Atienza - Creative Brand Manager

Akin Abode - Copywriter

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