Caffe VitaWebsite Project Prposal

Helen He

Creative Brief

BackgroundCaffe Vita has been roasting coffee in Seattle since 1995. Locally owned and artisanally roasted, Caffe Vita now operates 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 an effective website that is simple and easy to navigate.• To create a compelling web page that attracts more customers to visit.

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

ToneEarth colors, casual and fresh visuals that create a feeling of comfort reflecting 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 her school has became a place for studying or long talks to friends. She doesn't go to Caffe Vita's website often because it is 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 artist who works for a magazine. She is a mother of a 6 year old child and is a busy artist. Almost every morning she gets a cup of coffee near her work place to start her day. She checks 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 on his free time and likes to drink coffee in each place he visits. As a coffee lover, he also enjoys the rich smell and warmth of coffee shops in winter. He goes to Caffe Vita's website often because he is interested in the variety of coffee beans and the brewing equipments.

"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 Changeby Ann B. - Global Responsibility manager Bursting with Blueberriesby 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

Shop Page

Sign in Customer Service Find a Store

Coffee Shop Locations Wholesale About Blog

Caffe Vita BlendCoffee SubscriptionsVita Farm Direct CoffeeAfrican Coffee

Caffe Vita Blend Vita Farm Direct Coffee

Coffee Subscriptions African Coffee

Shop Page

Sign in Customer Service Find a Store

Coffee Shop Locations Wholesale About Blog

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...

Coffee + Chocolate of the Month Club - 6 months

6 Months

Coffee + Chocolate of the Month Club - 3 months

3 Months

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...

Caffe Vita BlendCoffee SubscriptionsVita Farm Direct CoffeeAfrican Coffee

Location Page

Sign in Customer Service Find a Store

Coffee Shop Locations Wholesale About Blog

Lower East Side

124 Ludlow Street, New York

New York 10002

NEW YORK New York

Portland

Seattle

PORTLANDAlberta

2909 Northeast Alberta Street, Portland

Oregon 97211

Old Town

36 Southwest 3rd Avenue, Portland

Oregon 97204

SEATTLECapitol Hill

1005 East Pike Street, Seattle

Washington 98122

Queen Ann

813 5th Avenue North, Seattle

Washington 98109

Pioneer Square

125 Prefontaine Pl South Seattle

Washington 98104

Fremont

4301 Fremont Avenue North, Seattle,

Washington 98103

Phinney Ridge

7402 Greenwood Avenue North, Seattle,

Washington 98103

Seward Park

5028 Wilson Avenue South, Seattle

Washington 98118

Olympia

124 4th Avenue East, Olympia

Washington 98501

Location Page

Sign in Customer Service Find a Store

Coffee Shop Locations Wholesale About Blog

Capitol Hill

1005 East Pike Street, Seattle

Washington 98122

SEATTLE New York

Portland

Seattle

Queen Ann

813 5th Avenue North, Seattle

Washington 98109

Pioneer Square

125 Prefontaine Pl South Seattle

Washington 98104

Fremont

4301 Fremont Avenue North, Seattle,

Washington 98103

Phinney Ridge

7402 Greenwood Avenue North, Seattle,

Washington 98103

Seward Park

5028 Wilson Avenue South, Seattle

Washington 98118

Olympia

124 4th Avenue East, Olympia

Washington 98501

Location Page

Sign in Customer Service Find a Store

Coffee Shop Locations Wholesale About Blog

Phinney Ridge

7402 Greenwood Avenue North, Seattle,

Washington 98103

SEATTLE

(206) 588-1519

Hours

Monday - Friday: 6am - 8pm

Saturday - Sunday: 7am - 8pm

Free Wi-Fi for customers