The District on Mainstreet — Jenna Lowe Portfolio

Project Overview

Objective: Reimagine the dining experience at The Coca-Cola Company headquarters by transforming it into a cohesive, multi-venue food hall that improves how guests and associates navigate, order, and engage with on-site dining across physical and digital environments.

Approach: Developed a unified design system that brought together 12+ brand new distinct dining venues under one cohesive experience while allowing each to maintain its own identity, menu offerings, and visual language. Built out venue-specific branding systems, including logos and color-driven wayfinding, to support navigation throughout the space. Extended the system across all touchpoints—including the dining app, website, packaging, signage, uniforms, and food photography—to ensure consistency across physical and digital experiences. Partnered with FLIK Hospitality Group and MMHayes to translate the concept into a fully integrated rollout across environments and platforms.

The Coca-Cola Company, FLIK Hospitality Group, MMHayes
- Year: 2022 - 2023
- Duration: ~9 Months
- Audience & Purpose: Designed for guests and associates at The Coca-Cola Company headquarters, aimed at reimagining the on-site dining experience as a cohesive, engaging food hall ecosystem.
- Scope & Scale: Full end-to-end transformation spanning 12+ dining venues, including brand identity development, physical space design, and digital platforms such as the dining app and website, along with packaging, signage, uniforms, and food photography under one integrated system.
- Constraints: Required coordination across multiple stakeholders and vendors, a very limited budget, and balancing operational hospitality needs with a unified design system across physical and digital touchpoints.
- Adobe Illustrator
- Adobe Photoshop
- Adobe XD
- After Effects
- Miro
- Canva
- Microsoft Office Suite (Excel, Word, PowerPoint, SharePoint)

Brand Identity & Venue Systems

Because the goal was to create a cohesive culinary food hall experience, we developed 12 distinct venue concepts, each with its own identity, menu offerings, and spatial expression. Following the development of moodboards, I designed a full set of logos for each venue and established a color-coded system used as both a branding device and wayfinding tool. This system connected the physical and digital environments while visually reflecting the cuisine and personality of each individual dining concept.

Digital Experience Design

To align the digital experience with the refreshed physical dining space, the Quickcharge app and kiosk system underwent a full redesign. Conducted UX research across comparable dining platforms to inform a more streamlined ordering experience, then developed a high-fidelity prototype in Adobe XD. Collaborated closely with MM Hayes to bring the design into production, focusing on reducing friction in the ordering flow through simplified navigation, improved hierarchy, and updated food imagery to enhance clarity and usability.

Scan & Go / Take Home Packaging System

As a supplementary component of the project, the Scan & Go and Take Home experience was also refreshed. Developed a streamlined visual identity system and applied it across packaging, labels, and cooler graphics to create a more cohesive and elevated experience for guests and associates.

Uniforms & Apparel Redesign

Designed a refreshed uniform and apparel system for culinary team members, along with updated professional headshots, to create a more cohesive and elevated visual identity across the dining experience.