Though they already had an established brand image, this coffee bean distributor needed a fresh website to stay competitive. With limited assets, we were able to deliver a new style guide as part of an expanded library of digital marketing options to help bring them into the future.
The objectives
Don Tomas had already broken into the B2B market with their hand-selected, personally sourced coffee bean growers. Their website, however, needed a new, future-friendly approach to facilitate market reach. They had a great quality product, and their online presence needed to be able to reflect that.
The ultimate goal of the website was to allow potential new suppliers to view their selection of products with special vendor pricing. In order to expand a digital directory of buyers, a sign-up feature would need to be the main Call to Action.
The challenges
First, we needed to tackle the branding. Because no high-resolution assets were provided, we needed to flex our graphic design skills in order to retrace their logo and create sufficient branding materials.
The most interesting ecommerce challenge involved providing a variable pricing solution in which we could offer retail pricing for the public and alternative bulk pricing for vendors. There would need to be completely separate inventory options based on account type with different pricing, order limits and minimums for each.
The solution
It was important to maintain any established brand image to avoid alienating the existing customer base. After retracing the logomark (a classy fedora) in vector format, complimenting fonts were selected to design several new concepts. The final logo complimented a new coffee bag design, business cards, and employee uniforms.
Envisioning an SEO-fueled traffic source via a coffee blog, the website was built on a WordPress platform. Thus, WooCommerce was the obvious choice for the website's online store. We solved the challenge of separate pricing using a dynamic pricing plugin which allowed the creation of different account types. The type of account the shopper was logged in as would determine the inventory options shown. In this way, the needs of both vendors and retail shoppers were addressed.
