Experience Design
Food Design
Thesis
Principia: Experience design
Final project for Industrial Design Degree
In collaboration with: Adriana Alvarado, María Martínez and Mayra Garza.
The project
Craft beer has been experiencing rapid and sustained growth around the world, and this trend is clearly reflected in Mexico. The country has seen a steady increase in the number of craft breweries, each offering a diverse range of beers that appeal to a variety of tastes. Among these breweries is Cervecería Principia, a company dedicated to producing high-quality craft beer with a distinct identity that sets it apart from the competition. Inspired by the vastness of the universe and the ideas of Isaac Newton, Principia has carved out a unique niche in the craft beer market. However, with the rise of craft beer culture in both Mexico and globally, they face growing competition in the metropolitan area of Monterrey. This surge in competition has presented challenges for Cervecería Principia, particularly in establishing and maintaining a strong foothold in the local market.
The process
To address this competitive landscape, Cervecería Principia is seeking to standardize its sales processes with local establishments such as bars and restaurants throughout Monterrey. By doing so, they aim to highlight the exceptional quality and distinctive identity of their beers, ensuring they resonate with both establishments and end consumers. A crucial part of this initiative is the use of experience design, which focuses on creating meaningful interactions between Cervecería Principia and its customers—the establishments themselves. This design-driven approach seeks to build lasting relationships between the brewery and local businesses. To gain a thorough understanding of this challenge, extensive research was conducted on experience design, with a focus on how it can be applied to food and beverage industries. This initial stage involved a deep dive into the project's context, including key concepts in experience design and food design, alongside an exploration of the Cervecería Principia brand.
As the research progressed, we explored various theoretical frameworks to better understand the craft beer industry. This involved studying beer production processes, the ingredients used, the historical context of craft beer in Mexico, and beer pairing techniques. Additionally, we looked at examples of beer-related experience design and explored adjacent fields such as ergonomics, emotional design, and sensory experiences. The aim was to develop a holistic understanding of the industry and how experience design could enhance Cervecería Principia’s interactions with local establishments. We also examined service standardization, sales strategies, and technical aspects such as materials, assembly processes, and mechanisms. This comprehensive research laid the foundation for the development of a tailored design proposal.
The design
To complement our theoretical research, we conducted four field investigations. The first two were interviews with Cervecería Principia’s partners, which provided valuable insights into the brewery’s challenges and opportunities. Through these interviews, we identified a key focus area: improving the sales process for their products in local establishments. The third investigation involved direct interaction with owners and partners of establishments that already carry Cervecería Principia’s beers. This provided us with an opportunity to observe their sales processes firsthand and identify areas for improvement, which informed the premises we developed for the project. In the final investigation, we worked with the staff at Almacén Nº42, an establishment that already features Cervecería Principia’s products. By observing their training sessions and their interaction with the beer and its ingredients, we gained further insights into how the brand’s identity could be enhanced through staff and customer engagement.
At the conclusion of our research, we formulated several key premises that guided the project's direction. These premises helped us define the scope and constraints necessary for developing a design proposal that would effectively address Cervecería Principia’s needs. Based on these findings, we held multiple meetings with the client to discuss our research results, gather their feedback, and refine the proposal. This collaborative process allowed us to create a design solution that was fully aligned with the client's goals and objectives, offering a strategic approach to improving Cervecería Principia's presence in the local market while staying true to their brand identity.
