From bean to cup, literally,
and digitally.

Read on to discover how!

Market Research I: User Survey

Carefully Krafted Questions meet Google Forms and Facebook.
I drafted a list of 21 questions, inquiries into our market and competition, krafted to illuminate: that which we think we know, that which we know we don’t know, and, of course, that which we don’t know we don’t know.
Using Google Forms, I put together a survey and started to publicize it. Most responses came through Facebook – I published the survey with the title “Coffee Drinkers! Please answer a quick questionnaire!” in a few different forums, and within three days I had 119 responses. This display of enthusiasm was encouraging, suggesting a positive emotional connection between coffee and its consumers.

Market Research II: Market Analysis

This theory was one of many I put to the test with the Google Forms survey. For example, these pie charts show that a much larger percentage care about “fair trade” compared to how they felt about “organic”. This suggests a rise in conscious consumerism: the wish for purchases to have meaning, to affect positive global impact. Together, the historical research and empirical inquiry and analysis led to a more complete understanding of the target market, giving the project an accurate context, foundation, and direction. This all is detailed and elaborated on in the Market Analysis. If you wish to view this document in whole, please contact me.
A Researched History and Empirical Inquiry

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.


To help inform the branding and design process and keep the user foremost in mind, I created personas to encapsulate my main market segments, making sure to highlight the primary pain-points and wishes of its respective segment.

Exploration of Brand Identity: Part I

The Market Analysis revealed four central themes and four corresponding conclusions which informed the brand exploration:

Four Central Themes:

1. A large portion of artisan coffee consumers in Israel are from North America, England, and Europe.

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.

Four Conclusions:

1. The brand must work both in English and Hebrew.

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 the above in mind, I started with some simple brand sprints:
Green Bean Coffee
Green Bean Coffee works well as a generic coffee company in both English and Hebrew. However, it lacks brand differentiation and fails to communicate quality and convenience, while doing little to encourage conscious consumerism.

Tamid Coffee

Tamid Coffee, translated as “Always” Coffee, works both in English and Hebrew. It imparts a level of convenience. However, it is a bit blah, lacking differentiation and distinction, and also does little to inspire meaning.

Zevulun Coffee

Zevulun Coffee, named after the ancient seafaring tribe of Israel, does impart a certain exotic feeling, and it does work in both English and Hebrew. It also provides adequate brand differentiation. However, it lacks obvious meaning and purpose.
Yet, while all of the above could potentially work, I felt I could do better.
While the lessons of the Market Analysis percolated in my mind, I brewed up a fresh, new concept: Karma Coffee. 

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

In order to bring clarity and objectivity, I created mood boards for each of my various potential brands and subjected them to concept testing.
I asked twelve people representative of my target market to answer a short questionnaire for each mood board, including a few general questions comparing them to each other. Karma Coffee was the favorite, with Zevulun Coffee coming in a relatively distant second (eight to four in favor of Karma Coffee).
I then tested my assumptions regarding Karma Coffee’s logo and accompanying typeface, asking them to choose their preferred logo from these various options, along with their preference for accompanying typeface. Typeface #4 was the favorite, seconded by #6.

Competitive Analysis, User Flows, Site Map

SWOT analysis

A SWOT competitive analysis of four local competitors revealed opportunities in business structure, branding, and UX design. The challenge, then, became to provide compelling branding while remaining unpretentious, to have strong business goals without losing the warm, intimate atmosphere of a locally owned coffee shop.

User Stories & User Flows

To further the goal of clear, simple UX design, I drafted a list of user stories to inform my wireframe designs, ensuring that their details accounted for all major forseeable user necessities and preferences. You can check out these stories here.

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.

By combining hand-drawn typfaces with clean but fun sans serifs, I enlisted typography to help provide a warm and informal – yet elegant – atmosphere. I used rich colors and natural wood textures to help create the feeling that one is entering, digitally, into a cozy coffee roastery.
Utilizing a mobile-first design structure and a twelve-column grid, I drafted eighteen different home page designs with the above goals in mind, each one with its own combination of color scheme, typography, branding, and layout. I used these to conduct user preference testing, objectively whittling down the variables until I arrived at one demonstratively solid brand, site design, and style guide.

WordPress Development

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.

Of course, any pre-packaged solution appears, well, pre-packaged, and this does not jive well with a coffee brand which is striving to convey the feeling of personalised attention. But, with some out-of-the-box thinking, sprinkled liberally with custom CSS, I was able to transform the pre-made, cold matrix of dropdowns which is the default Woo Subscriptions UX, into an enjoyable, intuitive, personal checkout experience.

That's just about the long 'n short of it, folks!

Of course, there was the mobile optimisation, user testing, continued UX iterations, more testing, physical product design, google AdWords and PPC, Facebook Ads, and a bunch of other stuff.

In short, if you’re looking to further develop your concept, brand, or product in a way which provides real value,

If you’d like to view the actual site (and/or order some coffee!) you may do so here: