Redefining the coffee industry
Opportunity
The coffee industry is facing challenges within its supply chain, impacting farmers, workers, and the environment. Lack of transparency and traceability is a primary issue, with coffee passing through multiple intermediaries, making it difficult to track origin and quality. This hinders fair trade practices and sustainability, as farmers receive inadequate compensation while middlemen and corporations benefit.
Making Coffee is a Web3 project that revolves around a global community dedicated to improving coffee by enhancing transparency and connectivity through blockchain technology. It is a novel business model developed in collaboration with the El Salvadoran Government, aimed at creating a community within the coffee supply chain. This community includes everyone from the farm worker to the consumer, ensuring the involvement of all parties. WE DISCOVER was tasked with creating a brand and Web3 experience that reflects this bold and innovative direction.
WHAT WE DId
We thoroughly explored Making Coffee's existing brand and developed multiple creative concepts to boost their positioning and integrate a user experience that could spark viral interest with their audience.
To begin, we created a referral code mini site that allowed users to earn free coffee bags by referring others to sign up. This incentivised user engagement and helped expand the customer base.
Working closely with the Making Coffee team, we then designed a responsive and user-friendly interface for their online store, dashboard, and Web3 connectivity. We also introduced innovative features that had not been seen in traditional e-commerce sites, with the goal of fostering greater interaction and engagement between users and coffee farmers.
Further, we also played a role in developing AI prompts and assets for social media and the site. We created 3D NFTs (Non-Fungible Tokens) and designed a range of merchandise, including a retro clothing line, box and coffee packaging. We provided support in creating business-related collateral such as decks and B2B marketing designs. Lastly, we developed a new digital style guide to ensure consistency across all digital assets.
In essence, our deliverables included branding and creative direction, website design, a digital style guide, product design, marketing and merchandise materials, NFT design, and, above all, providing Making Coffee with a well-established and vibrant digital footprint.
Outcome
OUTCOME
El Salvador's Ministry of Agriculture and Livestock has announced that Making Coffee will purchase over one million pounds of coffee beans from small and medium producers within the country.
The site has launched with the first set of features and functionality to enable online purchases and allow users to access their dashboard. Users can claim their initial pre-sales of coffee via NFTs (over 2M USD sold prior to launch).
The community continues to grow as they implement more community-based functions and tools designed to create further engagement between users and farmers across the platform. The new business model aims to disrupt the coffee industry and provide farmers with better returns and more connected relationships with those who enjoy their product.
Website link: makingcoffee.com
Results
22K
Twitter Followers