Caffè Nero

For Caffè Nero, we developed a full-service global website redesign. This encompassed art direction, copywriting and site-wide page design in collaboration with the UX and development departments.

Brief

The existing digital output for Caffè Nero was sporadic and inconsistent - bring a holistic art direction to the brand. Translate the quality of Caffè Nero’s coffee and store experience to the digital world.

Insight

Every Caffè Nero coffee house is unique and has its own defined vision. How can we give our users the same feeling of expertise and comfort when they arrive on the website? How do we ensure that every user finds exactly what they want while bolstering the brand’s authority on coffee?

Concept

By distilling the atmosphere of the Caffè Nero stores into a look and feel, we looked into the photographic direction, developing the tone of voice, as well as potential typographical treatment. We aimed to highlight the coffee credentials of Caffè Nero, while still retaining the classical Italian heritage.

Execution

Taking the research and mood boards as inspiration, we began to develop a look and feel by combining the design elements and structure: Creating a new vision for Caffè Nero.

The site began to take shape quite early on. By combining the warm and cosy feeling of brand photography with a rich and welcoming design direction, we could create a similar sense of walking into the physical shops. Inspired by the handwritten menu boards, we experimented with developing our own typeface, before discovering a multi-lingual cut of the selected font.

By designing the site in a modular fashion, I worked closely with the UX team to ensure that, post-delivery, the client would be able to easily create their own pages if needed —but that these would keep to the defined consistent structure and look and feel.