Project

Joe Coffee Company

Role

Joe Coffee Company is a community focused coffee leader celebrating their 15th anniversary this year. Needmore partnered with Joe to create a digital space every bit as forward-thinking and welcoming as their New York cafés.

homepage of the redesigned Joe Coffee Company website featuring illustrations for coffee

Hub Starts Here

We first took note of all that Joe is accomplishing, a bustling retail and wholesale program to educational pieces and cafés. The website then became the hub of all of this excitement, which necessitated a more elegant UX experience across devices. To the visitor, the now handful of integrations are seamless.

Education Matters

Joe was founded in community; they began as a multi-roaster and went on to became a member to The Pulley Collective. Even as they moved into roasting on their own, they retained their collective approach, putting on classes for both the casual home barista and offering more advanced courses for baristas. We created a space online that would showcase these offerings.

coffee cards and bag

Brew Guides

Coffee lovers are making coffee at home more and more, with ever more precision and care. Joe imagined supporting their customers with their coffee passion both in and outside of their cafés. This sparked the creation of Brew Guides that work on the go.

 

showing off the illustrative thumbnails and mouse-overs

The website has plenty of moments of play, such as these gorgeous illustrations (and surprising mouse-overs) created by the Joe design team.

home page of the website we recently designed for Joe featuring a slider

We’ve Got History

We’ve been huge fans of Joe Coffee Company ever since we produced an Unpacking Coffee show about them a couple years back after they won the Good Food Awards. We were drawn to their equal passion for coffee and community and it was a thrill to be invited to work with them to reinvent their online presence.