Design Goals:
The client required an update to the digital menu boards at some of their upscale locations. Initially, the boards displayed static items only, but the Art Director was able to convince them that doing a takeover for the new matcha offerings would drive up sales. Since animation was already being added with the takeover, we also did an additional animation that highlighted the new Easter items. To meet the goal of driving sales, several design problems would need to be overcome, such as readability and timing constraints that could negatively impact a customer's ability to order the new products. Not straying too far from Tim Horton's brand image with the kind of motion implemented was also a noted concern from the client.
Process:
The matcha takeover (0:35-0:49 in the video above) final concept was the first presented and accepted by the client because the motion was limited in scope which was a positive, as it did not disrupt the brand. The next stages all revolved around the timing and details of the animation such as adding a shadow. Notably, the donut asset itself is not round and so adding a slight jitter to its vertical position as it rolled gave the impression of it wobbling and hinted at the texture, adding to the realism of the animation. Finally, the timing was adjusted to make the donut roll in quite quickly so that the text with the names of the items would have enough time to be read by customers.
The Easter donut animation (0:20-0:35 in the video above) was a suggestion from an art director that we mocked up and showed to the client. They approved of it being added to the boards with minor feedback about timing and the quality of the motion. After both of those aspects were refined, details such as the sprinkles coming off the donut as it impacts the ground were added. This helps sell the impact of the donut upon landing. To not clutter the board, the sprinkles from the first two jumps disappear subtly during the apex of the donut's next jump. The visual catharsis of the bouncing motion resolving by falling back down draws the eye of the viewer away from the sprinkles, disguising their removal.