top of page

Kasama Chocolate

A pop-up booth product design project with external partner, Kasama Chocolate, located in Vancouver, BC on Granville Island.

Product Design |  Linh Phan (Collaborator)  |   January 2023 - March 2023

The Problem

Ineffective communication of the Kasama brand story to customers and relationships in the local market.

The Goal

Increase brand awareness among consumers and make Kasama chocolate more accessible to Vancouver chocolate enthusiasts.

Front View

360-Degree Visibility

Sited at ground level and featuring multiple openings on various sides, the booth is designed to attract attention from all angles and increase campaign footfall through open communication.

kasama-display-01.png

Back View

Inclusive Interaction

Positioning an interactive game outside the booth attracts more passersby and ensures accessibility for individuals who use wheelchairs. Additionally, the game will include captions for the deaf and hard of hearing, as well as described video services for the blind and visually impaired.

kasama-display-02.jpg

Side View

Brand-Consistency

Inspired by Kasama Chocolate's renowned craftsmanship, our booth design captures the essence of their distinct illustrative packaging tone, ensuring unwavering brand consistency.

kasama-display-03.jpg

Full View

Easy Transportation

Designed in a cubular shape, this booth seamlessly accommodates both indoor and outdoor activations, fully addressing location and transportation requirements for setup and dismantling.

DESIGN PROCESS

01 EMPHASIZE

RESEARCH

Kasama Chocolate has won International Chocolate Awards and makes its chocolate from cacao beans sourced worldwide from scratch. However, despite its high-quality products, the brand faces challenges in effectively communicating its chocolate-making story to potential consumers.

kasama.jpg

Customer Research

How much consumers spend on chocolate monthly in Canada 2020? According to a survey carried out by ProdegeMR in Canada in May 2020, most respondents stated that they spent between $1 - 15 CAD on chocolate per month. Some two percent of respondents spent between $51 - 100 CAD monthly.

kasama-meeting.jpg

Kick-off Meeting

During the kick-off meeting with Kasama stakeholders, we gained valuable insights into the challenges the brand was facing. The lack of staff and machinery was identified as a major barrier to scaling in business.

USER JOURNEY

02 DEFINE

AFFINITY MAP

How Might We...

  • Scale up Kasama without the cost of opening new store fronts?

  • Spread awareness about the Bean to Bar process to a wider audience?

Design Objective

  • Learning and celebrating the products and brand story 

  • Compelling storytelling through taste, visuals and emotions

  • Promoting brand through fun and interactive experience

  • Budget-friendly

03 IDEATE

Screen Shot 2023-03-01 at 1.57 1.png

User Test

Through trials of user tests, I discovered that users were hesitant to use the machine, primarily due to their perception of vending machines as quick-purchase devices.

To address this, I rebranded the machine, moving away from the term "Vending Machine," which implied rapid transactions. Instead, I prototyped a public booth with an interactive game display, gallery, and purchase station.

IMG_7413 1.png

05 TEST

Pop-up Booth

Transitioning from the term "Vending Machine," with its connotation of rapid transactions, we experimented with a public booth that integrates an interactive game display, gallery, and purchase station.

Role-playing

Through role play prototyping, participants responded more positively to the booth environment, as it allowed them to take their time to learn about Kasama's story without feeling intimidated by using a new device in a public space.

kasama-testing.jpg

Challenge

Scaling up poses a significant challenge for Kasama due to budget constraints and limited machinery. However, there's a unique opportunity to position the product as a premium chocolate experience by leveraging the compelling selling story associated with hand crafting. Early roleplays and user testing have provided valuable insights into how the design concept contributes to establishing strong connections with customers. Recognizing the importance of fostering these connections is essential for cultivating a loyal customer base.

Next Steps

Trade Shows

Kasama stakeholders expressed strong interest in utilizing this service at trade shows, particularly large international trade shows, to open new doors for future growth opportunities.

Cost

Research detailed cost estimation and breakdowns to give a clear understanding of the expense and budget for small to medium companies.

Experience

Creation of interactive game of making hand-craft chocolate bars through motion sensor interactions for placing it outside the booth.

MOODBOARD

STORYBOARD

CONCEPT SKETCH

04 PROTOTYPE

Vending Machine

Considering a low-cost, compact and mobile solution for Kasama, we approached the idea of a vending machine that gamifies the process of Bean-to-Bar handcrafted chocolate making.

kasama-prototype.jpg

User Feedback

Through trials of user tests, we discovered users were hesitant to use the machine in public spaces, primarily due to their perception of vending machines as quick-purchase devices.

SEE MORE

bottom of page