Building an elegant D2C coffee brand through design
Elegance is beautiful
G-coffee, the newest member of the coffee brand line, made its digital debut in 2019. As the younger and more hip sister coffee retailer, G-coffee set out to impress and disrupt the coffee home delivery service industry with its beautiful packaging and modern design.
Connecting with ‘rich-cultured’ consumers was central to Nairobi G-coffee’s ambition to establish its brand with a unique digital platform. Creating a personalized delivery process and prioritizing the user experience was at the forefront of our strategy to realize G-coffee’s desire to win in digital.
Turning coffee brand into a household name
We partnered with G-Coffee to establish a digital strategy and design language for its packaging and eCommerce platform, bringing the brand story forward.
Our approach was three-pronged. Throughout the experience, we wanted to focus on simplicity, elegance, and experience. Our goals were to design packaging, build brand awareness, and encourage engagement-all the while keeping those principles top of mind.
Coffee Meets Elegance
Inspired by human connection
We wanted to craft a digital experience as ergonomic and elegant as the product. User experience enhancements and contextual information presented on product detail pages help drive conversions easily and organically.
A brand designed to bring people together
Because coffee is loved by many, it was imperative for us to create an identity that reflects both the individual consumer as well as the overall collective. Our community undertaking called for a brand that invites people to be a part of the elegant coffee experience and evokes nostalgia, intimacy, and connection.
This identity began with the bare essentials, starting with the vintage-inspired logo and modern typefaces. Additionally, light gold was our color of choice with black as a secondary color to punctuate the warmth and timelessness of the brand. For a touch of flavor, we complemented the side products with a fruity touch.
A focused, fun experience
Every arrangement has been handcrafted by a coffee enthusiast with care and attention. Part of the digital experience should provide users with an opportunity to learn about these unique stories. By introducing a coffee design book, we highlighted the passion, inspiration, and detail that goes into every cup of coffee, organically including a lifestyle element into the experience. THE PROJECT LAUNCHES SOON