About me & Product Page - Whispering Pines Coffee Roastery (Spec)

Client: Whispering Pines Coffee Roastery (Spec)

Audience: Coffeelovers, from the Everyday Drinkers to the Connoiseurs and the Conscious Consumers. This group is generally in their 20s to 40s, urban professionals with individual incomes between €30k and €75k. Their lives are often fast paced and they respond well to evocative language or experiences. 

Challenge: The website redesign had to 1) increase the sales of coffee by 30%, 2) increase awareness of sustainable practices and coffee culture, and 3) improve customer retention and longterm engagement (community building)

Deliverables: About page + product page

Tone: Warm, authentic, inviting, craft-focussed, elegant, caring

Strategy: Whispering Pines is a family owned business. The Rodriguez family takes pride in their Colombian roots, which they want to share with every cup. That story needed to sit at the heart of both the brand and the product.

To create resonance, the copy had to invite people into that story. That meant:

For the about page:

• Telling the Rodriguez’s unique story;

• Showing why that heritage gives you better coffee;

• Make people care about the origins and ethics of their coffee and the craft behind it;

• Sparking enough interest to keep people curious, connected, and coming back

For the product page, this meant:

• Carrying the same brand warmth into a more focused, sensory-driven format

• Evoking the experience that drinking the coffee brings and convincing you that your soul is better off with it

Throughout both pages, evocative language like “Embrace the Rich Taste of Colombia”, “Come for the coffee, stay for the story”  or “rooted in care and craft” show the importance of the heritage while terms like “embrace”, “indulge”, “soothe” lead the customer on that emotional sensing journey. 

Note: Placeholder copy, visual design still in progress.