Client: Good Eggs
Prompt: Your client has decided to pursue the pop-up shop model. Their stand alone space(s) will be located in urban centers for short periods of time (3–4 weeks) and then moved to other cities around the country. This model will allow them the flexibility to experiment with ideas and reach a broad audience. While coined a pop-up “shop”, the client is more interested in the space being an expression of the brand, rather than a revenue-generating store.
Good Eggs is an online grocery and meal kit delivery service that provides fresh, local, and sustainable food with same-day home drop off throughout the Bay Area. It slogan is “Absurdly fresh groceries, delivered.”
Platforms and Services
Good Eggs mainly has two shopping platforms — website and app. It also has promotional platforms including Instagram, Twitter, Facebook and its own blog site. All sharing similar visual identity.
Good Eggs as a relatively small online grocery platform has a very focused target audience. It generally speaks to the group of audience who would pay more for the food quality but can’t afford the time to do grocery shopping. The brand directly addresses to its major target audience — family caretaker through using language like “your family”, and we also see an increase in younger audience who care about both convenience and environment.
In terms of grocery, Good Eggs found itself the sweet spot in between Whole Foods and farmers’ market as Whole Foods was bought by Amazon and stays less in contact with local food. Therefore, for Good Eggs to distinguish itself from its competitor, localness and freshness needs to be clearly addressed.
In terms of meal kit, Good Eggs directly compete with Blue Apron which only focuses on meal kit delivery service and cooking guidance. Compared with Blue Apron, Good Eggs has the advantage of quality guarantee and normal grocery option that allows itself to speak to a larger group of audience.
Good Eggs uses photography as the medium to portrait the communal, healthy and natural lifestyle the brand has been promoting. It has a general colorful and clean visual brand identity with a huge emphasis on the color of produce/food. Their more recent campaign photos shows a more vibrant color palette compared to its general clean and white background.
We summarized our observations into three insights that can best illustrate the core essence of Good Eggs that can provide us a direction of pop-up store design.
- Weekday’s Farmers Market — Going to the Farmers Market at select hours on the weekends is inflexible for a schedule, but Good Eggs is able to deliver the same food at any day of the week.
- Quality Over Speed — Good Egg’s competitors may have an advantage in their speed, but Good Eggs’ brand lies in its ability to carry through with the highest quality food in their cart, allowing customers to trust that they have the healthiest ingredients offered.
- Healthy Lifestyle Gutter — Looking at the imagery of Good Eggs on their site and social media, the fresh and nutritious food offered at Good Eggs prevents their customers from falling for unhealthy habits, such as missing meals or eating unbalanced meals.
Unboxing videos also have been really popular on the internet. Interestingly, in Good Eggs photography there are a lot of moments of unboxing, capturing the happiness and surprise of the big reveal moment. Good Eggs loves playing with it packaging. It is one of the few places where customers can physically interacts with the brands.
Another unique aspect of Good Eggs is its attention to farmers. Good Eggs as the middleman between farmers and consumers really tries to break the wall between the two parties by introducing farmers and the process behind the produce on a more personal level, explaining why it is worth to know about your farmers and telling you how to care about your produce.
I brainstormed some interactions that use their grocery boxes as a medium to tell the story about the produce.
Know what is in your grocery box
Your and other customers are situated in a living room. Doorbell randomly rings and Good Eggs delivery man would call one of the customers in the room hand the person a grocery box. Customers can look through the boxes to see a video about the farmers behind the meal kit.
A map wall of farms in great Pittsburgh area where Good Eggs source their produces. Customers can go ahead and reach into the boxes for different farms to see what produces each farm has.
Miniature Grocery Process
A large-scale box installation where you are able to see the miniature process of each stage of produces from farming to warehouse to delivery.
A display wall of all the produce in a meal kit, customers can go over and flip the panels of each produce to see the farmer behind it and its nutritional value.
See Produce in Good Eggs
Similar to the first idea, this is also using Good Eggs grocery box as a VR goggle that brings you to the story behind the groceries. However, this is going to be in a farmers’ market setting and you can try the sample of the meal kit, in order to tie the food with its ingredients and the stories together.
The pop-up store is going to be set up in Scheley Park to reach the target audience in the neighborhoods (Squirrel Hill, North Oakland, Shadyside) around especially busy college students and family caretakers who care about both quality and convenience. This square faces both Forbes Avenue and the grassland which not only provides a great traffic but also attracting people from the grass who are in the mood of leisure activities.
The leisure nature of the location determines that the space should be a relaxing and welcoming environment. Therefore, I chose to design an open space instead of an enclosed one to emphasize welcomingness. I landed on the last three ideas in the brainstorm session since they are not only cater to the playful side of the brand identity but also allows more customers to interact at the same time with enough information presented. I explored several different spatial layout for these interactions and modified the interactions to adapt to the intention and form of the space.
Summary of what I learnt from these iterations:
- To maximize the amount of time spent in the space, the layout should allow customers perform circular movements inside the space, instead of linear, otherwise they would leave the space once they get the reward they want;
- Be careful about whether a literal translation of the form can convey the message (e.g. build a literal kitchen or grocery box), think about how to use interpreted form to tell stories about the brand and allow interactions to happen naturally;
- Tells a good story first then thinking about implementing technology or any fancy interactions. Deliver the core message of the pop-up — celebrating the unboxing emotion
Physical prototype helps a lot when modifying the layout —
My design started with using very primitive foam boxes to roughly lay out the general flow of the space, and then I incorporated the geometric shape we created from practice session to match with the form. I then continued to modify the geometric form to get closer to the idea of unboxing. I went between sketching and modeling to figure out the best way to explore more possibilities since working on only one medium can easily limit my ideas.
Iterations of digital models —
As the general flows becomes relatively settled, I moved into digital models to tweak the form in a greater details. In this stage, I modified the form of the tables and environmental typography to 1) make sure reasonable flow in the space; 2) see from the view of customers and really control what they see at each interactions; 3) think about accessibility and how the height and width of the objects are accessible for kids and disabled.
The exterior form takes inspiration from the grocery box and it resembles the moment of unboxing. The front of the store is going to face Forbes Avenue and by hiding the interactions behind the wall it can arouse passer-bys curiosity to get closer to take a look; sampling table is going to be revealed through the carved entrance to attract people who would want some free food. The back of the store is an open kitchen that is going to face the park to draw attention from the people hanging out in the park.
Using simplistic earthy materials to imitate the texture of Good Eggs grocery box. This also helps the color of the food to stand out.
Customers are welcomed from all 4 different sides. Before they enter the space from Forbes Avenue, there will be Q&A panels on the outside walls that primes you some basic information about Good Eggs before you enter into the space. Visitors can open the panels to get a deeper understanding about the brand.
- On Dining Table
The layout of the sampling table takes inspiration from the food photography of Good Eggs. You can find the meal kit of all the food on the table from Good Eggs website and there will be on the table that tells you the recipe and guides you to the ordering website. There are also promo codes in the cards that give you discount when ordering.
- In Kitchen
The kitchen area is right next to the sampling table.There will be chef and farmers who provide the produce in meal kits to together to create the dishes. Visitors are also able to register online to take part in the cooking process. By doing so, it communicates Good Eggs’ attention to their customers and their farmers.
- In Farms
Taking inspiration from one of Good Eggs’ campaign image, the large box installations are going to have holes on it to allow visitors to look into/open the box to see the miniature world of how the produce is made. Each box is going to feature one farm that Good Eggs collaborate with.