Background: Noodles and Company, a vibrant and innovative brand, has embarked on a mission to establish a strong connection with its customers through a captivating design language adorned with unique illustrative elements across its branding materials. In their quest to engage and captivate loyalty program members, Noodles and Company sought to highlight the value of their annual purchases in collaboration with the team at Bounteous through a "year in review email," sent to all loyalty customers at then end of 2022.
Problem: The year in review email outlines information about loyalty member's purchases and participation throughout the year. Noodles and Company aimed to address the challenge of effectively communicating the significance of customer loyalty and the rewards associated with consumer's annual purchases, while creating a sense of community.
Solution: The devised solution was to create a badge experience for loyalty customers. With the introduction of the badge system, Noodles and Company presents an opportunity to enhance customer engagement and loyalty by rewarding their patrons for their continued support. This approach not only recognizes and appreciates their customers' annual spending and participation, but also adds an element of fun and excitement to the overall dining experience. By gamifying their loyalty program, Noodles and Company was able to create a unique and memorable connection with their customers, fostering a stronger brand affinity and encouraging increased customer retention and satisfaction.
Design Solution: Drawing inspiration from the existing illustrations of Noodles and Company, new illustrations were seamlessly integrated that adhere to the same distinctive style. To enhance the user experience, there is a visual differentiator: earned badges are displayed in vibrant full color, while unearned badges appear in subdued grey tones. This design choice ensures that loyalty members can proudly display their achievements while maintaining a cohesive and visually pleasing aesthetic.
