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Innova is a favorite craft coffee shop located in Birmingham, AL. Their passion for people drives their passion for excellent service and products, while offering a place of refreshment, rest, and community for their guests.
Innova had very recently rebranded; their refreshed visual identity now had to be reflected on their website and social media. These platforms needed a redesign, content updates, visual cohesion, reorganization, improved functionality, and refined responsiveness across devices.
Additionally, Innova was looking to increase revenue and exposure. They wanted help updating their online ordering platform, their in-store menu, and creating a line of merchandise – all of which needed to be completed and launched in a very short amount of time.
My first priority was to rebuild Innova’s website and update their online menu, which had been quickly put together as a response to the pandemic to enable curbside pick-up service. This proved an important (at times primary) source of income for the business. Given changes and growth, it was time for a full facelift.
Innova's menu required flexibility for frequent updates in-store and online. Under previous designs, accommodating seasonal changes constantly caused major shifts which proved time-consuming to repair. I was tasked with restructuring the in-store menu to offer a more stable layout, as well as coordinating and updating all in-store and online content, including the introduction of online product images.
My overarching goal was to cohesively communicate their new aesthetic, update content, optimize UI/UX, and draw in more business. I restructured the homepage, simplified processes, brought cohesion to layouts, verbiage, and visuals across the board. I corrected functional issues, improved user interactions, and expanded opportunities across the site to incentivize online ordering and connection with users.
As I began the process, I realized Innova had a source of income that wasn’t being promoted – event catering. As it hadn’t been given much exposure, I created sections on the homepage and contact page to bring it to the forefront to help increase business.
As for content, I procured new assets to match their brand, paired with proprietary content that had yet to be showcased. I helped update, create, and proofread written content for the site, and Innova’s newest blog post. We then matched and connected appropriately across social media platforms, helping the shop effectively promote their newest seasonal product updates.
Shortly after the web and menu redesigns, Innova decided to begin their own line of merchandise. They needed to make the most of upcoming events and seasonal trends as a promising opportunity to increase exposure and revenue. To this end, they consulted me on design choices for several items including pottery mugs and travel mugs, display setup, and commissioned me to design tote bags and t-shirts that would promote the business and identify their craft product.
For the T-shirts, we landed on a simple design to help promote it as a local coffee business. I created elegant and intricate custom illustrations to depict handcrafted coffee brewing methods to be applied to different items. The first release features only a Chemex as a connection with Innova's beginning – this was the first brewing method they used, and upon which the company was built as a start-up. Check out more on Innova’s inspiring story here!
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