a force of nature in creative marketing
Case study - Haaga-Helia marketing technology coursework
The future of restaurants, served on a menu.
A future guide for immigrant entrepreneurs in the restaurant industry turning PESTE analysis, future scenarios, and AI marketing tools into a vibrant, restaurant-themed publication built for young, creative learners.
Role
Guide design & content
Audience
Immigrant restaurant entrepreneurs, Finland
Format
35-page visual guidebook
Insight
Learning about the future shouldn't feel like homework
Complex business concepts like PESTE analysis, future scenarios, AI adoption usually arrive dry and academic, which makes them easy to skip past. For entrepreneurs already navigating a new industry in a new country, that distance matters even more. So instead of another dense report, we built something readers would actually want to open.
Concept
The whole guide, served as a menu
Every section of the guide is framed as a course, because learning about the future should be as exciting as tasting it. Complex insight gets broken into bite-sized, visually immersive pieces that stay playful without losing substance.
PESTE analysis -
the appetizer
Political, economic, social, technological, and environmental trends visualised as a five-course starter helping entrepreneurs read the external world with humour and clarity before diving deeper.
Future scenarios -
the main course
Four possible futures for the restaurant industry, from utopian sustainability to dystopian over-automation, because the future doesn't come with a recipe, you have to create your own.
AI in the kitchen -
the secret ingredient
​AI reframed as a chef's assistant: something that seasons creativity rather than replacing it, helping entrepreneurs work faster without losing their own voice.
Whole guidebook
Slideshow
Reflection
Bold and fun, but room to sharpen the focus
The guide's bold, humorous tone did exactly what it set out to do. It made complex material approachable and held attention. Looking back, some of the visual and textual choices could have been streamlined for even easier reading. I'm proud of how playful the learning experience became, but the next step would be testing the content directly with the target audience to fine-tune accessibility.