A user-centered redesign of a coffee roastery’s brand and eCommerce website.
Timeline
4 Months
Tools
Figma, FigJam, Illustrator, and Photoshop
About Golden Triangle
Golden Triangle Coffee is a one-man run coffee roastery in Cleveland, Ohio. They utilize a unique roasting technique that results in higher quality beans. The business is expanding at an amazing pace with their main marketing coming through their platform on TikTok.
Brand Opportunity
The visual identity was almost non-existent and portrayed the brand in a way that didn’t match the quality of their product. The website further cemented a disconnect among users since the layout and information architecture was overwhelming and unclear.
Though their reach is large, users and potential customers don’t feel confident making a purchase from the website when they’re confused on what and where to click to view products and find coffee information.
Research
The process began with creating personas and understanding my clients’ target audience. Through research and testing, a mobile prototype was crafted to bring an optimal experience for those interacting with the brand online.
User Flows
Wireframes
Components and Local Variables
Atoms such as icons, logos, typography, and color were defined in the first steps of creating the site. Color, spacing, and corner radius are all created as tokens utilizing local variables in Figma.
Examples of medium-large components built with atoms and local variables
Mobile Experience
Branding
I was hired by Golden Triangle Coffee to create a new mark as they are expanding their business. The mark needed to be one that was bold, eye-catching, and full of whimsy. Color and typography was also customized to serve the identity effectively.
Packaging Design
Final Thoughts
I’m extremely grateful to have been hired by Golden Triangle to create this brand identity. I believe a polished brand cuts through the noise and their customers have responded positively to the new mark.
The creation of the mobile site was so much fun and challenged me to think in ways that I wasn’t always practicing. Creating logic behind tokens and components for optimal use was one of the most satisfying parts that I experienced in the creation of this site.