BEVE Craft Beverages

Role:

Product Merchandising Intern

Industry:

Food & Beverage

Dates:

May - Jul 2024

Dates:

May - Jul 2024

Focus:

Product & Ops Systems

Focus:

Product & Ops Systems

BEVE is a customizable craft beverage sub-brand launched within Farm Stores, a franchised drive-thru convenience retailer. As part of the brand’s development and expansion, I worked on translating beverage concepts into a scalable, repeatable system that could be executed consistently across franchise locations.

The project required aligning product design, brand identity, and operational workflows within a fast-paced retail environment.

BEVE is a customizable craft beverage sub-brand launched within Farm Stores, a franchised drive-thru convenience retailer. As part of the brand’s development and expansion, I worked on translating beverage concepts into a scalable, repeatable system that could be executed consistently across franchise locations.

The project required aligning product design, brand identity, and operational workflows within a fast-paced retail environment.

Problem

Franchise environments demand speed, consistency, and clarity. While BEVE’s customizable drinks created differentiation, the complexity of ingredients, add-ins, and preparation steps risked slowing service and introducing inconsistencies between locations.

The challenge was to design a beverage system that felt flexible and expressive to customers while remaining operationally simple for franchise staff.

Approach

  • Treated BEVE as a system, not a single menu or visual identity

  • Designed for franchisee execution, not idealized retail conditions

  • Applied UX principles to physical workflows, signage, and training materials

  • Balanced customization with operational constraints

  • Used sales and customer feedback data to guide iteration

Execution

  • Developed and refined a customizable beverage menu using sparkling sodas, teas, lemonades, coffee, and wellness add-ins

  • Designed UX-informed recipe cards and instructional signage to support fast, accurate preparation

  • Created a structured franchisee training program, including in-person training and visual guides

  • Designed branded drive-thru posters, order-marking stickers, and adaptogen labels

  • Conducted in-store UX testing and analyzed sales data to inform menu and workflow adjustments

Impact

  • Supported the successful launch and rollout of BEVE across 5 franchise locations

  • Improved preparation consistency while preserving customization

  • Reduced training friction for new staff through clear visual systems

  • Strengthened BEVE’s brand clarity in a high-speed retail context

  • Contributed to increased revenue through seasonal offerings and optimized menu structure

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