Kline's | katerinamoss

Kline's Redesign

Fall 2023

How can we cultivate a better presence both online and offline for Kline’s Dairy Bar that enhances the marketing for the business and ultimately increases sales?

Design question:

Overview:

This project aimed to redesign and revamp the branding and online presence of Kline’s Dairy Bar, a beloved local ice cream shop with multiple locations around the Shenandoah Valley. Despite its popularity among students and local community members, the Kline’s website and social media was outdated and plain. The goal was to evaluate and redesign the website to make it more appealing, enhance the information architecture, and improve ease of navigation to better market the business and increase sales, particularly among JMU students and families in the Harrisonburg area.

Challenge:

Kline’s Dairy Bar needed to modernize its online presence while maintaining its established visual identity. The existing website was not user-friendly, lacked visual appeal, and did not effectively represent the brand’s playful and retro aesthetic.

[Website and Social
Media Before]

Approach:

We began by conducting user research to understand the needs and preferences of our target audience—JMU students and local families. This involved user interviews that provided insights into how customers interact with Kline’s Dairy Bar online and offline. Based on this research, we created personas that represented our target users, helping guide the design process. We also studied other successful ice cream shops and brands with strong social media and website presences, drawing inspiration from their strategies

Solution:

We implemented several key updates to enhance Kline’s Dairy Bar’s branding and online presence based on our research findings.

[Branding Update]

We refreshed the Kline’s logo, keeping the original typeface for the main “Klines” text but updating the color palette for a more modern look. The secondary “dairy bar” text was simplified with a new, more legible font. New brand patterns were also developed using the updated color palette to reinforce the brand’s identity and add a playful touch.

[Socials Update]

We redesigned Kline’s Instagram profile to better align with the updated branding. This included a new profile photo, consistent use of the new brand colors and patterns, and a more aesthetically pleasing layout. We also revamped Instagram stories to increase user engagement and effectively highlight new posts.

[Website Redesign]

The Kline’s website underwent a complete redesign to match the updated brand identity. We introduced bright, fun, retro graphics that reflect Kline’s playful personality. The new design improves user experience with easier navigation, a more organized information structure, and a visually appealing interface.

Next Steps:

Moving forward, we will redesign all the remaining pages on the Kline’s website and develop a mobile version mockup to ensure a consistent user experience across devices. Usability testing will be conducted to validate the effectiveness of the redesign in meeting user needs. Finally, we will present the redesign to Kline’s management for feedback and approval, ensuring that the updates align with their vision for the brand.

Brand Guide

Full report