"The Usual" was created to provide coffee lovers with a convenient, hassle free way to skip the wait. Our vision for the brand identity was simple and modern, aiming for an elegant, user-centric experience, serving users their favorite coffee, faster.
Drawing inspiration from the simplicity of a paper receipt, we ensured that every interaction felt intuitive and straightforward. The logo, with a smiling cup and a 'U' for 'Usual,' captured the app's simple and friendly, ease of use. We optimized the user experience, streamlining the process down from 7 clicks to 2 simple taps. In addition to designing the app interface, a visual design system was created for iconography, packaging, apparel, and merchandise to enhance the overall experience of "The Usual."