It's Just Wings Email Design System
It's Just Wings is a ghost kitchen under the parent company, Brinker. They are a cousin of places like Chili's and Maggiano's. After talking to them and running stakeholder interviews, I was able to narrow down their pain points to the following:
They wanted to separate themselves from Chili's visually
Their brand was fairly new, so I had liberty to change colors to make it more accessible
Since their main colors were black and orange, they wanted to find shades that didn't feel too Halloween-y
They had a relatively small budget and needed a streamlined system
Spacing between modules was important to them, so they needed us to present background colors
After looking at their brand guidelines and talking with the stakeholders, these were some of the decisions we came to:
Similar to the St James project, we opted for a 480 px, mobile-first width. The majority of their user base was finding them from apps and were more likely to open their emails on their mobile devices.
After color contrast checking for WGAC accessibility, I created colors close to their brands colors that would work in light and dark mode
I made sure to keep their content compact and easy to scroll through, similar to their website
We lightened the orange color to more of a tangerine to help look less like Halloween
I kept a lot of hard edges to match their website and keep the edgier feel to their messages
We did a brief color test for background using warm, cool, and neutral colors. We presented them with our opinions, but they had the ultimate say on what we used. After a lot of discussion, we decided on the neutral background colors. These are more flexible and go with any images they decide to use. It also allows the focus to stay on the message instead of getting distracted by the color scheme.
