Caffe VitaWebsite Redesign

Helen He

Creative Brief

BackgroundCaffe Vita has been roasting coffee in Seattle since 1995. Locally owned and artisanally roasted, Caffe Vita now operate nine cafes in the Pacific Northwest, a roasteria cafe in New York City, and will soon expand to Los Angeles and other cities.

Target AudienceGeneral public especially coffee lovers.

Objective• Design a effective website that reflects the feeling of Caffe Vita brand.• To creat a attractive web page that would invite more customers to visit.

Key BenefitThe goal of redesigning the website is to creat a stronger image of the brand and show the clear information about the company, with a memorable user experience.

ToneFresh, casual, and coffee feeling colors to create the feeling of comfort that reflect the brand.

Mood Board

Caffe Vita

Tully's Coffee

Seattle's Best Coffee

Coffee Bean & Tea Leaf

Competitive Analysis

Caffe Vita Tully's Coffee Seattle's Best Coffee Coffee Bean & Tea Leaf

Color Scheme Black, white, brown Brown, orange, beige

Red, white, yellow Brown, white

Navigation Left top Middle top Left top Middle top

Typography Sans Serif Roman typeSans Serif

Sans SerifArial

Sans SerifGeorgia

Hierarchy Left, and then right Middle top, and then below

Middle, and then blow Middle top, and then below

Imagery Big image on the left, little logo on left top

Big one in the middle, several

small ones on the side

Big image in the middle, several small

blocks below

Several images combined on top

and below

Overall Look Dark and heavy Warm, coffee color looking

Clean and young looking

Simple and straight forward to coffee

products

User Persona

Amy AndrewsonCollege Student21 Years Old

Amy is a full—time student who goes to school every day. She drinks coffee often especially when it's cold. The Caffe Vita near school is the place she always stays, either for studying or talking to friends. She doesn't go to Caffe Vita's website often because it is little boring to her. Her favorate drink is the Chai tea latte. She also likes other tea drinks from Caffe Vita.

"I like Caffe Vita because the environment there is comfortable and the drinks are good."

Emma TaylorGraphic Designer35 Years Old

Emma is a well educated, highly successful artise who works for a magazine. She is a mother of a 6 year old child and she is a busy artist. Almost every morning she goes to get a cup of coffee near her working place to start her day. She checks up Caffe Vita's website often to see updates and new products.

"Caffe Vita is the place I visit every day."

User Persona

Marcus RichardersonEngineer27 Years Old

Marcus is an engineer who works in Seattle. He travels a lot on his free time. He likes to drink coffee in each place he visits. As a coffee lover, he also enjoys the good smell and the warmth of coffee shops in winter. He goes to Caffe Vita's website often because he is interested in the coffee beans and the coffee machines.

"I just love coffee, it is a part of my life."

User Persona

Site Map

Caffe Vita Farm Direct

Roasting

Brewing Techniques

Sustainability

Wholesale Coffee

Featured Account

Testimonials

Barista Training

Service & Equipment

Wholesaler Request

Home

Coffee

Shop

Locations

Wholesale

About

Blog

Capital Hill

Queen Anne

Pioneer Square

Lo-Fi: Homepage

Navigation Bar

Logo

Video Clip

Brand Name Social Network

Image + Information

Image + Information

Homepage

Coffee Shop Locations Wholesale About Blog

What's Green

Coffee Extract?

Helping Sumatran Farmers Respond to Climate Change by Ann B. - Global Responsibility manager Bursting with Blueberries by Bill Bradley - A Managing Director - Allen & Co LLC and former U.S. SenatorAn Open Letter: How Can America Win This Election? by Howard S., Starbucks chairman, president and chief executive officer

Newest Blog Posts

Sign in Customer Service Find a Store

Our second collaboration with famed local chocolate maker Theo.

We will hand select one of our Farm Direct or single origin coffees

and carefully match it with a remarkable bar of Theo chocolate and

send it to your front door monthly.

Coffee + Chocolate of the Month Club

Coffee Page

Sign in Customer Service Find a Store

Caffe Vita Farm DirectRoastingBrewing TechniquesSustainability

Coffee Shop Locations Wholesale About Blog

We use a 1930s Probat cast metal roaster that embodies the tradition of artisan coffee roasting. Vintage equipment allows us to rely on the talents of our roasters to optimize flavor development, and all coffee is roasted by hand in small batches of 40 kilos or less. We roast continuously and cup our coffees frequently to ensure freshness and quality. At a time when most coffee is roasted by automatic machines, our roasters apply sensory knowledge to the process.

Artisan Roasters