Strategy | Branding | User Experience | E-Commerce | Marketing | Directory
There’s an entire market that is being widely overlooked, and it’s the Hispanic cash-based economy in the US. Many Spanish-speaking patrons bypass popular online food order services because they don’t speak English, and it’s difficult for them to navigate popular apps like Grubhub and Ubereats to enjoy the same convenient experience English speakers do.
For business owners, those same services are bleeding them with their 25%+ commission fees. I believe Barriofied can do better, without the price gouging because of the lack in significant competition.
The Name
Gentrification has been a huge concern for black and brown communities in city spaces for generations. The type of gentrification I’m referring to, in this instance, is the English-speaking, San Fransisco bro startup vibe, and aggressive sales tactics used by these tech companies to say it’s either them or nothing.
“Barrio” is the colloquial Spanish word for neighborhood and with it comes the underdog energy needed to let our community know that we have options.
It’s an uphill climb, for sure, as our business format has been largely reliant on the belief that our goods and services should speak for themselves, and marketing is largely an after thought.
Colors
Primary
Secondary
Accent
Typography
Headers
Bebas Neue is a display family suitable for headlines, captions, and packaging, designed by Ryoichi Tsunekawa. It’s based on the original Bebas typeface. The family is suitable for pro users due to its extended character set and OpenType features. It’s a typeset that can take up space, but doesn’t get crowded.
Body
Work Sans is a typeface family based loosely on early Grotesques, such as those by Stephenson Blake, Miller & Richard and Bauerschen Giesserei. The Regular weight and others in the middle of the family are optimised for on-screen text usage at medium-sizes (14px-48px) and can also be used in print design. The fonts closer to the extreme weights are designed more for display use both on the web and in print. Overall, features are simplified and optimised for screen resolutions; for example, diacritic marks are larger than how they would be in print.
Website
The website is powered by both WordPress & the GeoDirectory plugin, a simple, but powerful listings directory platform to catalog the growing number of Hispanic restaurants that are signing up.
Additional features:
- essential directory listing information
- online ordering
- merch content capabilities
- large party catering smart form logic
- bilingual capabilities
In the Wild + Marketing
- barriofied.com
- facebook.com/barriofied
- instagram.com/barriofied
