jorge diego etienne designs coca cola furniture for 670 restaurants in mexico

jorge diego etienne’s ‘experiencias, comer y beber’ project intends to push forward the evolution of traditional fast-food restaurants in mexico with its coca cola furniture. transforming the consumption ambiance into an experience that stimulates the consumer’s senses, the brand strategy was implemented in over 670 restaurants. by conducting deep field research, the studio gathered information on peoples’ day-to-day movements using service design thinking methodologies. part of the strategy was helping the owners of restaurants be the ultimate hosts, with the purpose of making their diners feel like home.

a complete collection of furniture was developed for local restaurants in mexico

different tools were applied to generate proposals coherent with the current environment and the different user profiles; all culminating in enriching the experience of consumption, and the consolidation of an identity that surrounds these iconic places in mexican society, such as ‘fondas’ and fast food restaurants. subsequently, the research findings were aligned to generate various elements of furniture, signage, and other objects that, in an integral way, conform a differentiated image that renews the tradition of the channel without losing the attributes that characterise it today.

‘fondas’ are traditional fast food restaurants in mexico that regularly receive equipment by coca-cola bottlers to furnish their spaces

all the connection points were addressed to improve the consumer’s experience from the moment the user is outside the establishment, until they arrive to their table. the shapes and geometries of the objects are inspired by the coca cola brand and its distinctive red color. the aesthetic language is simple: the sections of a circumference are intersected by planes that contrast, generating lightness in the supports with protagonic surfaces. 

the design aesthetics’ goal was to create a clear and simple language that could blend in many environments

these sets of elements conform a design structure from a not only functional but also aesthetic perspective, allowing to rearrange and play with the configurations, making each element communicate with the user in a concise way. the ‘experiencias, comer y beber’ project is an initiative of arca continental that helps its clients transform and evolve the environment inside their businesses, while improving the experience of their customers.

more than 20 designs were develop after a deep research into these restaurants and the people that regularly attend them

part of the project was to identify different users to design a new experience for them

thousands of chairs, tables and other designs were manufactured throughout mexico in more than 5 factories

coca-cola is a strong ally with the local traditional restaurants in mexico

signage and other accessories were key to complement the furniture collection

kids furniture was another design that resulted from the research insights

the experiencias, comer y beber project is an initiative of arca continental, the second largest of its kind in the world

all the connection points were addressed to improve the consumer’s experience

The intention of the project is to push the evolution of traditional fast-food restaurants in Mexico by empathizing with it’s users

designboom has received this project from our ‘DIY submissions‘ feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.

edited by: lynn chaya | designboom