Caffe VitaWebsite Redesign
Helen He
Creative Brief
BackgroundCaffe Vita has been roasting coffee in Seattle since 1995. Locally owned and artisanally roasted, Caffe Vita now operate nine cafes in the Pacific Northwest, a roasteria cafe in New York City, and will soon expand to Los Angeles and other cities.
Target AudienceGeneral public especially coffee lovers.
Objective• Design a effective website that reflects the feeling of Caffe Vita brand.• To creat a attractive web page that would invite more customers to visit.
Key BenefitThe goal of redesigning the website is to creat a stronger image of the brand and show the clear information about the company, with a memorable user experience.
ToneFresh, casual, and coffee feeling colors to create the feeling of comfort that reflect the brand.
Mood Board
Caffe Vita
Tully's Coffee
Seattle's Best Coffee
Coffee Bean & Tea Leaf
Competitive Analysis
Caffe Vita Tully's Coffee Seattle's Best Coffee Coffee Bean & Tea Leaf
Color Scheme Black, white, brown Brown, orange, beige
Red, white, yellow Brown, white
Navigation Left top Middle top Left top Middle top
Typography Sans Serif Roman typeSans Serif
Sans SerifArial
Sans SerifGeorgia
Hierarchy Left, and then right Middle top, and then below
Middle, and then blow Middle top, and then below
Imagery Big image on the left, little logo on left top
Big one in the middle, several
small ones on the side
Big image in the middle, several small
blocks below
Several images combined on top
and below
Overall Look Dark and heavy Warm, coffee color looking
Clean and young looking
Simple and straight forward to coffee
products
User Persona
Amy AndrewsonCollege Student21 Years Old
Amy is a full—time student who goes to school every day. She drinks coffee often especially when it's cold. The Caffe Vita near school is the place she always stays, either for studying or talking to friends. She doesn't go to Caffe Vita's website often because it is little boring to her. Her favorate drink is the Chai tea latte. She also likes other tea drinks from Caffe Vita.
"I like Caffe Vita because the environment there is comfortable and the drinks are good."
Emma TaylorGraphic Designer35 Years Old
Emma is a well educated, highly successful artise who works for a magazine. She is a mother of a 6 year old child and she is a busy artist. Almost every morning she goes to get a cup of coffee near her working place to start her day. She checks up Caffe Vita's website often to see updates and new products.
"Caffe Vita is the place I visit every day."
User Persona
Marcus RichardersonEngineer27 Years Old
Marcus is an engineer who works in Seattle. He travels a lot on his free time. He likes to drink coffee in each place he visits. As a coffee lover, he also enjoys the good smell and the warmth of coffee shops in winter. He goes to Caffe Vita's website often because he is interested in the coffee beans and the coffee machines.
"I just love coffee, it is a part of my life."
User Persona
Site Map
Caffe Vita Farm Direct
Roasting
Brewing Techniques
Sustainability
Wholesale Coffee
Featured Account
Testimonials
Barista Training
Service & Equipment
Wholesaler Request
Home
Coffee
Shop
Locations
Wholesale
About
Blog
Capital Hill
Queen Anne
Pioneer Square
Lo-Fi: Homepage
Navigation Bar
Logo
Video Clip
Brand Name Social Network
Image + Information
Image + Information
Homepage
Coffee Shop Locations Wholesale About Blog
What's Green
Coffee Extract?
Helping Sumatran Farmers Respond to Climate Change by Ann B. - Global Responsibility manager Bursting with Blueberries by Bill Bradley - A Managing Director - Allen & Co LLC and former U.S. SenatorAn Open Letter: How Can America Win This Election? by Howard S., Starbucks chairman, president and chief executive officer
Newest Blog Posts
Sign in Customer Service Find a Store
Our second collaboration with famed local chocolate maker Theo.
We will hand select one of our Farm Direct or single origin coffees
and carefully match it with a remarkable bar of Theo chocolate and
send it to your front door monthly.
Coffee + Chocolate of the Month Club
Coffee Page
Sign in Customer Service Find a Store
Caffe Vita Farm DirectRoastingBrewing TechniquesSustainability
Coffee Shop Locations Wholesale About Blog
We use a 1930s Probat cast metal roaster that embodies the tradition of artisan coffee roasting. Vintage equipment allows us to rely on the talents of our roasters to optimize flavor development, and all coffee is roasted by hand in small batches of 40 kilos or less. We roast continuously and cup our coffees frequently to ensure freshness and quality. At a time when most coffee is roasted by automatic machines, our roasters apply sensory knowledge to the process.
Artisan Roasters
Top Related