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Project Overview
Nomad Chefs, a Vermont-based catering company and food trailer (NMK Buns + Bowls).
Role: UX/UI Designer, Visual Designer
Tools: Figma, Adobe Creative Suite, Wix Studio
The Story & The Goal
The original digital presence of Nomad Chefs didn't reflect the quality of the food. Customers found it difficult to find the trailer's location or book catering, and online ordering was a major friction point with an unclear flow.
The Goal: Rebrand the food trailer for better visual impact and redesign the website to drive catering leads and direct sales through an integrated ordering system.
The Brand
Nomad Chefs faced a common problem: customers were confused about the relationship between the high-end catering service and the casual food trailer. The visual identities were fragmented, making the business feel smaller and less professional than it actually was.
The Solution: A Master-Brand Architecture
I developed a "Parent/Sub-brand" relationship.
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Nomad Chefs (The Parent): Focuses on hospitality, craftsmanship, and bespoke menus. The aesthetic is "Elevated Rustic"—refined enough for a Vermont wedding but grounded in local roots.
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NMK Buns + Bowls (The Extension): A high-energy, mobile-friendly version of the parent brand. It uses the same DNA but introduces a new logo and illustrations.
UX Design
The "Seamless" Solution:
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Old Flow: User looks for online ordering and menu - calls phone - abandons all efforts.
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New Flow: User lands on site - "Order Now" - Fast Checkout.
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Catering Conversion: User lands on site - "Book an Event" - Contact Page.
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 the catering side and the food trailer side.
