Jim N Nick’s
Prototype Design
The ask
We began working with Jim ‘N Nick’s to help create a new prototype. What started as design quickly became a larger discussion about the future. The transformation began by converting a unit already underway and changing the service style from traditional full service to a fast-casual plus format. We started with a customer journey exercise to identify all the customer touchpoints and looked at how the design could support each interaction. Whenever a brand makes big changes there is an inherent fear that change might not be accepted. In this case, that meant that everything we did needed to keep the brand's essence while making the vibe more relevant for a different type of guest.
The Process
As designers, we want to move mountains but experience has taught us that we need to take measured steps with existing brands. The images here are of the now numerous prototype versions we have created to allow the brand to fit on different site configurations. We reduced the overall size significantly, Enhanced the Drive thur capability and modernized the look in every way. Like in everything we do, we needed to make sure that every dollar counted. It’s pretty easy to blow up a place and re-design it to look great, It’s far harder to figure out to do a complete brand refresh making sure the economics work. We can happily report that the economics do work in a big way. Both Andy and Cynthia have continued to work with Jim ‘N Nick’s developing the brand across the southeast
