Touriga Wine & Dine

Branding & Service Design

context

how can service design create emotionally meaningful dining experiences while unlocking new value for the business?

in a saturated restaurant market, great food isn’t enough. customers choose places based on how they feel - yet emotional drivers like trust, confidence, and authenticity are rarely designed intentionally.

methods

Interviews · Journey mapping · Personas · Value mapping

How can service design create emotionally meaningful dining experiences while unlocking new value for the business?

outcome

A new service ecosystem extending the dining experience beyond the restaurant

How can service design create emotionally meaningful dining experiences while unlocking new value for the business?

the challenge

design question

How can service design create emotionally meaningful dining experiences while unlocking new value for the business?

key insights

• emotion beats expertise: customers valued feeling comfortable and cared for more than technical knowledge. • trust is designed: atmosphere, tone of voice, and staff confidence shaped decision-making. • learning drives loyalty: when guests felt they were learning, the experience became memorable and shareable.

the concept

a service ecosystem built around learning and connection • personalised in-restaurant guidance • wine workshops and events • wine club and digital platform for continued learning the experience no longer ends at the table - it becomes an ongoing relationship.

How can service design create emotionally meaningful dining experiences while unlocking new value for the business?

value created

customers: confidence · emotional comfort · cultural connection business: differentiation · loyalty · new revenue streams staff: purpose · development · more meaningful interactions

How can service design create emotionally meaningful dining experiences while unlocking new value for the business?