Araku
Core Brand Assets
Visual Extensions
Website UI/UX
Illustrations
Araku coffee is the world's first terroir mapped specialty coffee.
Backed by the Naandi Foundation, Araku Coffee redefines ethical sourcing, bringing India’s first fair-trade certified, homegrown coffee directly from farmers to consumers, without intermediaries. At its core is Arakunomics, an equitable model recognised by the Rockefeller Foundation through the Food System Vision 2050 Prize. While their backward integration was robust, the digital experience didn’t quite reflect the richness of the brand. We were brought in to bridge that gap, reimagining their online customer journey to feel as immersive, intentional, and sensorial as stepping into an Araku Coffee store.
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.
Turning insights into impact
Our research uncovered critical gaps and opportunities across the journey—from retention and conversions to expectations around delivery and personalization—shaping a more intuitive, user-first experience.
Sitemap
Keeping our key objectives in mind, we created a detailed sitemap anchored around three core pillars—Shop, Learn, and Experience. This structure allowed us to simplify navigation while shaping a more intuitive journey, ensuring a seamless and cohesive customer experience across devices.
Wireframing
We created high-fidelity wireframes with complete, interactive prototypes that helped client teams clearly understand user flows across pages, making it easier to align on structure and experience early on.
Built for Clarity and Ease
We crafted an interface where every interaction feels natural—helping users browse, understand, and engage with products without friction.
