Araku

Core Brand Assets

Visual Extensions
Website UI/UX

First coffee to shape the complete seed-to-cup journey

Araku coffee is the world's first terroir mapped specialty coffee. Supported by Naandi Foundation, it’s the first fair-trade certified homegrown coffee to bypass any middlemen and put forward an equitable system in the form of Arakunomics – a model endorsed by The Rockefeller Foundation’s ‘Food System Vision 2050 Prize’While they had a robust backward integration, their website needed some serious work. We were commissioned to redesign their online customer experience.

We came on board to help them with the following –
  • Coin the brand name
  • Create a concrete brand narrative that articulates its positioning
  • Create a brand identity and ownable design system that embodies the idea of space-saving, not just promises it

Objectives

After doing a couple of discovery workshops with the Araku team, we clearly articulated three objectives that became the north star for our design solution.

 

How do you compile thousands of ingredients lists, products, community stories, and medical professionals in a way that doesn’t overwhelm? Meet people where they are and expedite the user’s journey.

Insights from research
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Sitemap

Keeping our key objectives in mind, we created a detailed sitemap that allowed us to create a seamless customer experience across devices.  

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Wireframing

We created hi-fidelity wireframes with complete prototypes that allowed the client teams to understand user flows across pages.

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