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In order for us to create the vibe, space and look...
We had to go beyond. One of the first ideas we had for what would lead to the current iteration of ModCart was to introduce a brand switcher. We would still offer the home essentials delivery, but also Beyond Essentials.
Beyond Essentials would enable us to ship outside of the metro Atlanta are to customers in the rest of the United States!
Beyond Essentials would enable us to ship outside of the metro Atlanta are to customers in the rest of the United States!
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When I began the project, I wanted to create a special navigation on top that lets the user swap brands. A major influence for that decision was how Old Navy has a selector (outlined in red) on the top of their navigation for other brands in their family, such as Banana Republic and the Gap.
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A major decision was also to change the color used for the message. While I wasn't as involved in branding and color. the idea of using a color like blue would add to the message that we wanted to offer some "cool" products.
Additionally, there would be higher profit margins when selling these "beyond" products. As-is, we weren't making much of a profit going to Target to pick up diapers and laundry detergent for a customer. And with the tagline of "No fees, No Minimums, No Memberships", we were operating at a loss. At least, until we added the "hidden gems you didn't know you needed".
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From Beyond to Living
This was still very much a work in progress. ModCart already had a unique logo with that accented lowercase "m", but the marketing department was still working with the graphic designer for a newer logo as well as the future color scheme.
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What we could say for certain is we wanted the "vibe" to be much more mature and modern. In fact, the "Mod" in "Modcart" is short for modern.
So the next step would be to roll back the saturation on the color scheme. That level saturated blue (#1F56AB) wasn't working for us. |
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The green would be okay for now, but now we were thinking of ways to show off the "living" part of the logo. We had these options to decide from:
The third option was what eventually won. |
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Almost there!
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The usage (and styling) of #671847 would be the basis of the eventual and final rebranding of ModCart living. This warm magenta perfectly fell in line with the modern vibes that the rest of the team was looking for. The creamy off-white was also an idea for an accent color.
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This slideshow below shows what would be some of the last examples of ModCart and ModCart Living as a two brands you could swap between at the press of a button.
...Just Checking!
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Of course, there would be some unique corner cases to consider when a buyer wants to purchase an item from both brands, but live outside of Atlanta and the surrounding area. However, as mentioned earlier, ModCart does not ship out orders, they only deliver items to Atlanta residents.
In this specific case, I came up with an unnamed buyer from New York. This buyer was ready to check out...except the "Place Order" button seems to have been grayed out. What gives? Nothing seems out of the ordinary from this checkout screen. |
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Oh...there it is. The buyer wanted to get some dish soap, delicious sparkling water as well as a pair of headphones and a mug holder.
System alert headings as well as red warning text gives the buyer some clues as to why their order cannot be placed. There are also borders around the product photos that identified which brand the product was being fulfilled by.
One solution to this problem would be to remove the item from their cart. There is a trash can icon and "remove from cart" text that can be pressed to solve that issue. Or...the buyer could change their address to one in the Atlanta metropolitan area, they could also complete the order. |
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This was what was considered to be a successful order.