ecoffee

Online branding & e-commerce build

www.ecoffee.co.uk

Requirements

Zeta has enjoyed working with Rogers Estate Coffees for three years so we jumped at the chance to develop an engaging new website and online marketing strategy for their new brand: ecoffee.

ecoffee is an environmentally helpful and socially responsible coffee brand that is aimed at the rapidly growing ethical and eco-conscious consumer segment in the UK. Using the branding concepts created by Red Brick Road, we were tasked with creating a new website that conveyed the unique and complex brand story, encouraged users to get involved with the company and provided a seamless online shopping experience.

Analyse

A detailed market research study for the new brand position revealed a growing number of ethical customers who were concerned about health, working conditions and environmental responsibility. The key word that stood out was 'sceptical' - this segment is used to hearing bold claims from companies but they need to be assured that the promises are really being kept.

Plan

Our analysis demonstrated that we needed to find a unique way to convince a sceptical audience of the real and tangible credentials of ecoffee. The ideal way to achieve this was to first communicate the brand's complex story through motion - revealing the brand's green and brown credentials.

Customers who delve deeper into the site will find video blogs and articles from the people on the front line: the farmers, coffee buyer and master roaster. The video blog is a transparent and honest format which conveys the real passion everyone in the ecoffee team has for the brand's ethics and practices.

Create

We cherry picked the key messages to create a short brand story. The text content for the video was then hand drawn to communicate the earthy, organic feel of the brand. Each frame was painstakingly constructed in-house with pencil, tracing paper and scanner; using Adobe After Effects to bring the professional voice over and bespoke music together into a unique motion presentation.

The website is built on the open platforms of Wordpress and Zen Cart with all the social features the modern web user expects - inviting them to join the conversation.