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Project Overview
Nomad Buns + Bowls by Nomad Chefs
Role: UX/UI Designer, Visual Designer
Tools: Figma, Adobe Creative Suite
Introduction
Nomad Buns + Bowls (formerly operating under fragmented identities) is a premier Pan-Asian street food venture. This case study details a complete brand overhaul designed to eliminate customer confusion, phase out legacy services, and establish a cohesive visual identity. A new mobile-friendly website was designed and launched which created increased revenue and decreased order abandonment rates.
The Brand
Nomad Buns + Bowls (formerly operating under fragmented identities) is a premier Pan-Asian street food venture. This case study details a complete brand overhaul designed to eliminate customer confusion, phase out legacy services, and establish a cohesive visual identity.
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The Problem
The business was fighting friction caused by a fractured brand ecosystem and an ambiguous market presence:
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Brand Fragmentation: The business operated private catering/dinner services under "Nomad Chefs," while the food trailer operated under the acronym "NMK."
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Customer Confusion: The acronym "NMK" was consistently misunderstood by the public, requiring constant explanation and detracting from the food experience. Furthermore, the "Nomad Chefs" visual identity leaned heavily into private dining, which failed to reflect the vibrant, fast-casual nature of the food trailer.
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Operational Pivot: The business made a strategic decision to retire private dinner services entirely to focus exclusively on mobile food trailer operations. The existing brand architecture could not support this pivot.
The Results
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Increased Sales: The rebrand and implementation of the seamless online ordering system directly led to a boost in revenue.
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Efficiency: Reduced "order error" rates and shorter wait times at the trailer.
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Brand Cohesion: A unified look across platforms and print material.
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Product Imagery: The eCommerce and social media feature high-quality imagery of menu items allowing for increased customer engagement.
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The successful rebrand directly supported a crowdfunding strategy, raising nearly $12,000 on Kickstarter to fund a new, upgraded 20-foot food trailer to scale operations featuring the new brand.
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