We started by listening. We interviewed Swiss Water® Process's GCO and sales teams, talked with trade partners, and read through their existing consumer and trade research. We audited the old site and looked at how other specialty coffee brands show up online.

The biggest insight came from inside. People don't realize Swiss Water sells green coffee. Sure, they know the process, but the part where Swiss Water sources and sells its own decaf greens? That was getting lost.

We organized the new site around what people came to do. Drink Decaf for anyone exploring, learning about, or buying roasted decaf coffee. Source Decaf for the coffee pros who source green coffees from Swiss Water® Process. Same brand, very different needs, and now each one has a clear place to go. Everything that follows grew out of that differentiation.

The Drink Decaf side speaks to everyone from the decaf-curious newcomer to the specialty enthusiast who treats decaf like any other origin worth exploring. Different questions, different comfort levels. We built paths for each so everyone can go as deep as they want.

The store got a full rework. Coffees are easier to filter and browse. Each product page has room for the full story. Origin, flavor, who roasted it, what makes it remarkable. We built roaster pages too, so when you find a coffee you love, you know exactly who roasted it and how to get more.

We built the whole site on a custom Shopify 2.0 theme, which matters more than it sounds. The old theme locked content into fixed templates on every page except the homepage. Now Swiss Water® Process's team can add content blocks, rearrange layouts, and update pages across the entire site on their own. New roaster partnership? New micro lot? A story about an origin they're excited about? They can publish it the week they want to, not the week a developer is available.