Groundwork Coffee: Brand Design, Packaging & Website Project

Beginning in Venice Beach almost three decades ago, Groundwork was founded with the mission of positively impacting local and global communities through great coffee.

The company has since expanded along the West Coast, recently opening a cafe and a roastery in Portland, Oregon.

Groundwork’s new website had to convey their unique branding, their sustainable ethos, and their deep knowledge of quality coffee. The overall design of the site communicates a “from the ground up” attitude through earth tones, overlays, and maps. We used textures on the site to mimic the burlap designs of the coffee bags and evoke the organic, hands-on quality of their coffees. The site is designed to showcase Groundwork’s in-house photography in unique ways to tell the story of their company and their products.

From the Client

“Whatever you’re looking to work with Murmur for, you should 100% do it. It was the best agency experience I’ve ever had.”

Sarah Eaton

Digital Marketing Manager, Groundwork Coffee

Groundwork Coffee product page featuring "First Fruits Single Estate" coffee from Peru, showcasing organic coffee bag design with tasting notes and pricing details.

Product Pages

We created detailed product pages so Groundwork can tell the story behind their products’ unique origins. The designs pair beautiful photography with copy that gives customers a peek into the coffee growing process and allows Groundwork to feature the farmers they work with around the world. For featured coffees, we also designed a unique animation to allow the product to fall into an outstretched hand as you scroll down the page, adding a personal touch to these unique coffees.

“Groundwork had lots of great and informative content about coffee and brewing methods. It was fun developing a site structure and SEO strategy that would maximize the impact of their content.”

Angela Larisch

Strategy Director

Groundwork Coffee subscription page featuring coffee product details, delivery options, and user-friendly navigation for customizing orders.

Subscriptions

With the rising demand for subscription services, Groundwork wanted to feature their coffee and tea subscriptions prominently on their site and make their subscription process easy to navigate. We designed subscription pages with simple instructions and easy-to-use dropdown menus so customers can customize their orders.

“Groundwork Coffee was a pleasure to work with. Embodying their brand ethos, they were enthusiastic, responsive, and engaged as a partner throughout the entire process.”

Amy Hwang

Senior Developer