On-the-Go Dining Experience

Visual Brand Language

Role: Product Designer
Fall '19

On-the-Go Dining with Cadillac

The On-the-go Dining Experience with Cadillac was developed through research and understanding of the Cadillac's visual brand language, their target audience, and their values.

Product Overview

The On-the-go Dining Experience presents the passenger with a meal that emphasizes a tailored, exclusive experience inside the car. Designed for a high-profile passenger who sits in the rear seat, the meal is prepared prior to the passenger entering the vehicle. The meal is then placed in the vehicle, ready to be served upon the passenger's request.


Working in teams of three, we began carefully analyze the Cadillac brand; from its history to today's lineup of vehicles. What features, characters, and details speak to the identity of the brand? What is the core essence of a Cadillac?

​To aid our understanding, we worked with a 2 x 4 x 6in block of foam, that would carry the visual brand language of Cadillac.

Style Guide

The Style Guide was created based on our observations and understanding of the Cadillac's visual brand language. This guide served as a tool during development of the final form.


The persona I had developed for the meal experience was a high-ranking diplomat, who travels often with high level of service, privacy and security. Given that the passenger would most likely travel in prestige, it was important to consider how the catering service would be integrated to provide a seamless transition in service between the exclusivity of an airline and the car.

System Study

After having established the persona [high-ranking diplomat], I knew I was designing for the rear passenger. Sitting in the rear seat of the chosen vehicle I was designing for helped familiarize myself with the interior space.​

We were also able to fabricate a crude yet effective "car" with true dimensions for the interior space. This helped situating my prototype in a real space and adjusting the scale accordingly.

I imagined having a separate catering company that would provide the actual meal.

How does the experience in the car provide seamless transition from a first-class airline experience?
How does it add value for the passenger?
On-the-go "restaurant" experience

Interaction & Interior Study

I noted formal dinner table setups to replicate a similar experience of dining in a restaurant.
The prototype dimensions were dictated by the width of the front passenger seat and the dimensions of the plates and wine glass.

Form Exploration

I then generated concept sketches, referring back to the style guide.
The challenge was to refrain from creating a form that was too literal that would look like a car, but not too abstract that it would distance itself from the brand language.

1/2 Scale Model

Due to the large scale of my product, I created a 1/2 scale model out of high-density foam.
​I took a bold approach with the exterior, taking in elements like the retro tail-fins, and asymmetric form to keep it less literal.