Sanny Chien

Digitizing Legacy Brands: How I Streamlined the O2O Experience for Wendel’s Bakery & Bistro When digitizing a legacy brand, the biggest challenge isn't just adding features—it’s preserving the brand's identity while eliminating digital friction. In the UI/UX case study for Wendel’s App, I focused on bridging the online-to-offline (O2O) gap by redesigning the mobile shopping and reservation experience from the ground up. The Challenge: Traditional bakery platforms often suffer from cluttered interfaces, deep menu layers, and complex O2O fulfillment workflows. This leads to high cart abandonment rates and user drop-off during store pickup and table bookings. The Solution & Key Design Decisions Conversion Funnel Optimization (Home ➔ Category ➔ Product ➔ Cart): Redesigned the core funnel with instant multi-size and quantity switchers, significantly compressing the path to purchase and minimizing checkout friction. Frictionless O2O Reservation & Pickup Flow: Built a modular booking system allowing users to seamlessly toggle between branches (Daan & Tianmu), auto-populate fulfillment data, and pick exact times via intuitive pickers. Human-Centered Visual Identity & Brand Continuity: Integrated a warm color palette and hand-drawn organic stroke illustrations reflecting artisanal craftsmanship, bringing the physical bakery's warmth into a modern mobile experience. Information Architecture (IA) Alignment: Structured 4 core navigation modules (Home, Reservation, Catalog, Cart/Account) to streamline access to coupons, rewards points, order history, and branch navigation. My Role: UI Designer / Product Designer (Information Architecture, User Flows, Interactive Prototyping) branding uidesigner app logodesign

• App Designer
• Brand Designer
• Brand Strategist
• +2

Who says a bakery logo has to be warm and brown? Brand identity project—Jiang Zhi Wei Bakery (將之味製造所)—we challenged industry conventions to seamlessly align branding with physical architecture: 3 Key Design Breakthroughs: European Navy Blue: Built a hygienic, premium, and trustworthy color foundation that enhances the warmth of freshly baked bread. Architectural Symbolism: Merged a geometric house frame (representing workshop precision) with soft bread contours (representing organic growth). Custom Typography: Blended rigid geometry with subtle breathability to balance modern brunch professionalism with hand-baked warmth. When design connects spatial aesthetics with consumer psychology, brand identity becomes a powerful business asset. branding logodesign colorstrategy motiondesign graphicdesigner

• Brand Designer
• Graphic Designer
• Logo Designer
• +1

Project Overview & Brand Story Master Chef Tony has dedicated his career to perfecting culinary formulas. His brand, “Tony’s Food” (Chinese: 託你的福, meaning “Thanks to you, I am blessed with good food”), carries a meaningful double entendre: every dish is a heartfelt expression of his devotion to quality ingredients, crafted to bring joy and happiness to every guest. It is more than a food brand—it is a promise of culinary excellence. My Role: End-to-End Execution As the sole freelance lead, I oversaw the entire project lifecycle—from conceptualizing the seal emblem and custom typography to designing the final structural arrangement of the retail packaging, ensuring a seamless translation from brand strategy to tangible assets. Scope of Work & Deliverables Brand Strategy & Logo Concept: Conducted visual research, brainstormed concepts, and designed the seal emblem and core brand mark with rationale. Color Palette & Typography: Established standard brand color guidelines (HEX, CMYK, RGB) and selected custom primary/secondary font pairings for unified branding. Packaging & Visual Applications: Designed high-fidelity brand mockups and structural packaging layouts, along with digital assets and social media templates to showcase real-world applications. Brand Style Guide: Compiled a practical brand guidelines document, ensuring consistent visual execution across both digital and physical channels. Key Outcomes Delivered a modern, versatile, and scalable visual identity with a strong physical packaging presence. Provided the client with a complete brand asset library and print-ready vector files for production. branding brandesign visualdesign logodesign

• Brand Designer
• Graphic Designer
• Logo Designer
• +1