Market Research I: User Survey
Market Research II: Market Analysis
An exploration of the historical and cultural role of coffee within the target market (coffee-drinkers in Israel) was beneficial, helping to illuminate meaning and define trends within the its culture.
For instance, the influx of new immigrants to the country (from North and South America and Europe, particularly) carries cultural significance. In those cultures, “organic” and “fair trade” are more highly sought-after qualities in coffee, as is generally high quality.
Exploration of Brand Identity: Part I
Four Central Themes:
2. Israelis drink primarily Turkish coffee, “botz”, and prefer intimate mom-and-pop coffee shops.
3. The primary pain-points of the different coffee-drinking market segments.
4. People care more about fair trade than organic.
2. Marketing must be unpretentious and maintain the personal warmth of an independent café.
3. The brand must convey quality and convenience, and pricing must be reasonable.
4. People want meaning in their purchases.
With a harmonious ring and a clear invocation of conscious consumerism, Karma Coffee is simple, classy, and marketable.
I drafted up these simple logo concepts. I wanted the logo to bespeak quality, coffee, and also have a certain “what-goes-around-comes-around”, karma kind of character.
Exploration of Brand Identity: Part II
Competitive Analysis, User Flows, Site Map
User Stories & User Flows
I created a simple, user-friendly site map structure to address the business requirements and goals.
Wireframing & Style Guide
The challenge was to invoke, digitally, the personal warmth of a real-life coffee house, while maintaining strong, yet approachable, branding.
As a subscription service / storefront with a large number of product variations, the site had many technical requirements.
It had to track customers, automate payments, and provide an easily exportable database of outstanding, fulfilled, and canceled orders, just to name a few. Clearly the site would be heavy on the CMS side of things. It also needed to be optimised from an SEO and internet marketing (Google AdWords, PPC, etc.) perspective. In order to fulfill all of these considerations while keeping the cost down and providing maximum versatility and utility, I chose Wordpess and its plethora of premade plugins, most central being Woocommerce and Woo Subscriptions.
That's just about the long 'n short of it, folks!
In short, if you’re looking to further develop your concept, brand, or product in a way which provides real value,