A visually stunning and effective website design and development project for one of Melbourne’s top ten burger shops – New York Minute.
We had the pleasure of working very closely with the founder from day one in developing the logo, brand identity and restaurant look & feel, which has seen the franchise develop into what is now home to one of Melbourne’s top 10 burgers.
As part of the brand development process, came the exciting task of creating a unique website that truly reflected the NYM experience. The website was designed to communicate their unique difference from the competition with beautiful photography, background story and a focus on the fresh produce which is the backbone to the delicious taste at New York Minute. We wanted to give visitors the experience of what it’s like being in one of the NYM restaurants rather than just being a website to check out their online menu and locations.
Through careful planning, wireframing, user experience structure and visitor tracking, we were able to design and develop a website that reflected exactly what the culture and passion is behind the NYM brand.
Fox & Lee was awarded as National Finalist in the Australian Web Awards for website design & development within the commercial category for the New York Minute website.
Each burger on the menu is named after a location in New York - As part of the branding process for New York Minute, custom illustrations and icons were created, giving each burger its own identity. The 18+ burger illustrations rotate through a manual slider that auto scrolls down to the corresponding burger photography and story once clicked.
New York Minute are extremely proud of the produce they have carefully selected for their burger range. A produce page was created to communicate the message and passion of what goes into a NYM burger.
A wooden shelf with produce imagery and illustrations rotate through and auto scrolls down to the corresponding produce story once clicked, allowing visitors to discover and learn all about the produce.
Custom icons were created for the locations page to help visitors find a New York Minute restaurant and how to get there. The closest tram route with stop number, bus stop, train station and parking options were sought out for each individual shop, allowing a large portion of their target customer to get to a restaurant with ease.