An obsessive commitment to doing things right.
CHALLENGE
The coffee scene has exploded since Alfred Peet, pioneer of the craft coffee movement, opened his doors in 1966. Peet’s was growing in the Bay Area and moving into new markets on the East Coast where most folks were unfamiliar with the brand. Peet’s had an antiquated website, and not only needed to do some catch up with a younger audience, maintain loyalty with its existing customers, but also introduce the brand to a whole new audience.
STRATEGY
Insights: While Peet’s has been around for decades, its story had been buried. Very few people knew about the great lengths Peet’s goes to in making high quality coffee, and the extremely high bar they hold themselves to. Peet’s spent fifty years honing their craft while new coffee roasters on the scene had just begun their journey.
Solution: We focused on bringing Peet’s unique story about their craft – the heart and soul of the brand – to the forefront of the digital experience by creating a dedicated craft space on the site and sprinkling the craft story throughout the user journey. We modernized their visual language to a premium look, featured key points of difference, made discovery easy and inspiring, and shopping effortless and fun for both the existing audience and newcomers to the brand.
CLIENT
PEET'S COFFEE
PROJECT
BRAND STRATEGY
WEB REFRESH
CREDITS
CREATED AT SEQUENCE
BEFORE
AFTER
CRAFT PAGE
“The new Peet’s digital experience is much more than an e-commerce channel – it’s enabling technology to support the entire eco-system of the Peet’s business, helping to revitalize the brand and ensure growth.”
