Meet Fundati Coffee, a charming local coffee shop nestled in Lincoln, Rhode Island. One of Rhode Island’s best kept secrets, Fundati Coffee is a local favorite and has been voted Peoples’ Choice Award & #BestIcedCoffeeRI by RI Food Fights. This slow living inspired coffeehouse specializes in handcrafted coffee using a zero emission roaster and offers a café with plentiful sunlight and outdoor seating.
Project Details:
Design Concept
The design concept for Fundati’s brand and website refresh is centered around bringing the warmth and authenticity of a cozy coffee shop experience into the digital realm. Fundati’s website showcases the natural beauty of earthy tones, incorporating illustrations and visuals that evoke a sense of calm and comfort. The brand design reflects the philosophy of sustainability and connection to the earth, with every element crafted to encapsulate the essence of a slow living inspired coffee shop that invites visitors to indulge in a truly enriching coffee experience.
Art Direction
As Fundati’s brand photography partner, our goal was to curate visuals that would not only capture the essence of their unique space but also portray an inviting ambiance that would resonate with their target audience. These visuals were crafted to be featured across their website, social media, and marketing materials.
Our goal was to bring the warmth and simplicity of their café experience to life through visuals that truly grasped their brand vision, story, and values. Drawing inspiration from their modern interior, handcrafted beverages, and smiles on their customers' faces, we curated a range of concepts that would capture these elements.
We envisioned a combination of wide-angle shots showcasing the café's detailed interior, close-ups of baristas crafting artful coffee creations, and genuine moments of customers enjoying their local cozy retreat. To enhance the overall aesthetic appeal and maintain consistency throughout the visuals, we paid special attention to the styling and composition of each scene. Every element, from the meticulously arranged bakery items to the delicate placement of coffee beans and florals, was carefully positioned to create harmonious compositions. We wanted viewers to instantly feel the inviting atmosphere of Fundati Coffee and find themselves longing for a warm cup of coffee in their hands.
After capturing the perfect shots, our skilled photographer, Jacquelina Paiva worked her magic to further enhance the visuals, ensuring that each image was polished while preserving a natural, authentic feel.
Color Palette
Drawing inspiration from the delightful combination of cinnamon and espresso, we selected a color palette that embraces a blend of earthy hues. The deep, velvety tones reminiscent of a perfectly pulled shot of espresso invites a grounding sense of timeless charm. Complementing this, comforting shades of cinnamon add a touch of warmth and coziness to the palette. We also introduced a touch of olive green, perfectly complementing the burnt orange and espresso tones that have become a signature of Fundati’s aesthetic. Like the gentle sway of leaves on a breezy day, this green shade effortlessly adds depth and balance to the mix, bridging the warm vibrancy of burnt orange and the deep allure of espresso.
Brand Messaging
The coffee shop expressed a strong desire to connect with their customers on a personal level, aiming to foster an understanding and appreciation for the importance of sustainable practices. It was fundamental for their website to reflect this sustainability-centered mindset throughout.
We set out to create crisp, engaging, and concise copy that introduced visitors to the coffee shop's environmentally-conscious initiatives. By emphasizing the use of ethically-sourced beans, their role in supporting farmers, and their dedication to reducing their ecological footprint, we captured the essence of their sustainable brand ethos.
Social Media Consulting
Amidst the chaos of daily operations, owner Alicia DeCastro was in need of a bit of social media organization to keep calm, clear and focused while running the shop amongst other things. We helped Alicia get into a rhythm of steady social media content planning, while pivoting towards an Instagram Reels focused strategy plan based on algorithm shifts.
Alicia envisioned taking the business to new heights, seeking an online presence that showcases their diverse range of handcrafted coffees, innovative recipes, and the inviting ambiance of the coffee shop. With our guidance in social media strategy, we set the foundation to achieve her vision of a thriving online community. Through thoughtful curation of engaging posts, captivating visuals, and strategically planned campaigns, we harnessed the power of social media to cultivate a loyal community of vibrant and coffee-loving enthusiasts far and wide. Increased visibility, brand recognition, online ordering and a growing customer base are just some of the benefits.
Email Marketing
From announcing new coffee blends, featuring seasonal promotions, to sharing the latest brewing tips, we helped Fundati design and develop email marketing strategies that nurture relationships and keep customers coming back for their daily cup of joe.
Blog Editing & Design
We also helped Alicia develop a coffee shop blog that’s a hub for coffee enthusiasts to discover and learn about the different aspects of coffee-making. We edited and refined blog posts to ensure they are clear, concise, while reviewing grammar, sentence structure, and designing the layout for overall visual flow.
Website Design
By combining color aesthetics with engaging interactive elements, we designed a website that resonates with the fast-paced lifestyle of the contemporary coffee enthusiast and the slow living ethos of the brand.
Web pages feature dynamic imagery of aromatic brews, complemented by bold typography that evokes energy and passion and a grounding palette.
With intentionally crafted user journeys and seamless navigation, the website ensures a delightful experience for customers to explore the coffee menu, read about the shop's origins, and access information about specials and events. Customizable order forms and a seamless integration with coffee subscri0ptions make it even easier for customers to enjoy their favorite beverages.
