Tired of drinking decaf coffee that tastes watered down compared to the real thing? Thanks to proprietary technology from Caffree that could soon change. The company is developing an environmentally friendly process for decaffeination that improves the quality of the final product–so you can taste the full richness like caffeinated coffee but don’t feel the buzz! While the product launch is at least a year away, the company needed a logo and landing page as they prepared for deep customer research, tech development, and investor fundraising.
Caffree works closely with companies that have worked with e9digital, so they trusted our website designers to deliver a quality product. Our role was to create a landing page site and logo concepts while Caffree worked in the early phases of development.
75% of people recognize a brand by its logo
Logos become synonymous with brands, so you want to get it right the first time. For Caffree, we started the website design process with logo creation. The logo sets the tone for the rest of the website and gives investors a preview of what to expect from Caffree.
Our website designers created ten options for Caffree, each with different intentions–some focused on the science, others focused on the process of removing caffeine.
The logo Caffree chose properly balanced technology and nature.
Then, they changed the wording to focus on the delicious taste of the decaf. They also changed the colors separating the names. The words on the left are solid color, and then “free” on the right plays with negative space again to call back to the caffeine removal process.
A huge part of their business model is that the caffeine is sustainably removed from the beans. So our designer took inspiration from that for the logo:
- The “a” creates a simple beaker shape.
- The initial droplet above reflects the initial state of the caffeine
- The droplet below plays with negative space as the caffeine is taken out. It’s a subtle nod to the scientific process.
- The modern font mimics the futuristic leap in technology for the decaffeination process.
Overall, the colors on the landing page and in the variations of the logo are bright, changing like a sunrise to lean into the idea of nature and that the company is creating a better tomorrow. Most coffee brands use darker colors with elements of brown. The bright colors of Caffree’s packaging differentiate them within the market.
A landing page that creates just enough excitement
Caffree is currently in “stealth mode,” meaning they want to keep their operations, products, and strategic plans hidden from the public and competitors during the early stages. However, they still needed to garner excitement from investors. They wanted a single-page landing page to send to investors and fundraisers to show that the company will go to market.
Our website designers used the logo as the basis of the design and kept a simple framework that still followed our e9digital best practices:
- An inviting hero image to showcase the possibilities of the brand–in this case, a coffee shop menu filled with Caffree decaf coffee options.
- A logo in the top left corner so users can identify the page they’re visiting.
- An about section that tells the customer helpful information about the company. In this case, it was a short bio about the possibilities of the product.
- A CTA that invites the user to take a desired action, which for Caffree was to contact investor relations.
- A brag bar to show proof of quality. This one showcases the companies Caffree is a part of, including Cornucopian Capital, Barnstorm Foundry, and The UC Davis Innovation Institute for Food and Health.
“Our team has a deep understanding of websites for innovators, completing thorough research to meet the target market’s needs.” - Jesse Cohen, Creative Director | e9digital
Now, Caffree has a landing page and logo they can use for all materials when meeting with investors. Our team at e9digital has a wide breadth of experience in innovative consumer packaged goods (CPG), creating websites for clients like Siena Development. We deliver logos, content, and UX design that speak to the user so our clients see more conversions. If you work in CPG and are looking for a website (big or small!) to generate leads, contact e9digital today.
