Le ExpenszivWebsite Presentation

 

Prepared by Blue Fish Media Designs

November 6, 2009 

Client ExpectationsWebsite Goals

• Capture the essence of a unique new dining and nightlife concept

• Clearly portray a very trendy and exciting atmosphere

• Deliver the message that Le Expensziv is the place “to see and be seen”

Marketing Strategy

• Must convey message that this is more than just another upscale French Restaurant

• Highlight Le Expensziv’s unique menu selections, monthly specials, trendy décor, and warm, friendly atmosphere

• Present La Taverne nightclub as a place where young urban professionals can meet and be a part of the social elite. Website design must capture the energy and excitement of this popular nightclub.

The Bottom Line

• Given the current state of the economy, our client must stand out above the competition and requires a distinctive website to highlight the unique features of the restaurant

• Effective marketing of the social aspect of the restaurant and bar will help achieve the client's primary goal; to bring in as much as 20% of new, first-time customers on a nightly basis!

Target Audience• Unlike many upscale French Restaurants which cater primarily to middle aged couples, Le Expensziv seeks

to attract a young, single, and upwardly mobile crowd.

• The objective is to also attract customers seeking a less expensive venue with the offerings of La Taverne, a quaint and cozy side bar serving appetizers, desserts, wine samplers, and specialty martinis.

• Local celebrities are expected to be drawn in by the unique VIP accommodations.

• The main message is that this is THE place to meet other single, young professionals in Chicago. This can be achieved by prominently displaying an image projecting a friendly and exciting nightclub atmosphere in the website banner.

Design Considerations•  Based upon feedback received from the client, the website has been designed to visually illustrate the

restaurant’s industrial/loft décor with tasteful splashes of color. This look is achieved by using neutral colors such as white and taupe accented with a vibrant shade of red.

• An “ice "page layout was chosen in order to provide site visitors a more predictable representation of our design. This style will work for our client because most of the site's visitors are expected to be from a very tech savvy demographic and will have high resolution monitors which will accommodate the design.

Design Considerations (cont.)• Two different fonts have been chosen for the entire site. The first font, “mammagamma”, is a more

decorative font used to capture attention in the header section and titles. This font was selected specifically to give the site the hip and modern feel which the client intends to convey.

• The main body text is “arial” font which can be easily read. Depending on the background color, the text color is either white or black since these colors provide the most contrast and legibility.

• A simple yet elegant logo silhouetted in black and white was chosen to give Le Expensziv an urban, contemporary feel.

Sample LayoutWebsite banner stands out by 

using white text against vivid red background.  Banner 

incorporates simple navigation menu and an image of a lively 

nightlife scene

Clicking on this photo opens a new page which provides 

detailed background on Chef Bourdain’s exceptional culinary 

skills

Clicking here opens a new page featuring the “Monthly Wine Dinner Special”.  In addition, 

information will be provided in the near future regarding other 

monthly dinner series. 

A simple yet elegant logo silhouetted in black and white was chosen to portray an urban/contemporary look

Main body text is kept simple and uncluttered, including only essential details.  Both the restaurant and the nightclub heading can be clicked for detailed information.

Future Enhancements

• Expand the “featured dinner specials” section of the site to include other monthly dinner series.

• Consider the addition of an “opt-in registration” for patrons to sign-up for email notices of upcoming events and specials.