We developed a fully responsive, visually captivating e-commerce and brand website for Rafiki Coffee, a specialty coffee roaster based in Edinburgh that sources exceptional beans from East Africa since 2019 . Powered by WordPress and custom design, the site highlights single-origin Rwandan Arabica (Red Bourbon) coffees with engaging product pages, integrates storytelling about their farmer partnerships, and promotes sustainability through features like “bring your own cup” discounts . Easy-to-use purchase flows and a blog/resource section reinforce Rafiki’s mission of bringing African coffee culture worldwide, while enhancing brand trust and driving online sales.
Before the redesign, Rafiki Coffee faced several digital challenges that limited their ability to grow online and communicate their powerful brand story:
Outdated or Generic Website Design
The previous site lacked the warm, premium aesthetic that matched the quality of their single-origin Rwandan coffee. It didn’t evoke the emotional connection that specialty coffee consumers expect.
Poor E-Commerce Experience
Product discovery and checkout flow were clunky, with limited emphasis on storytelling, tasting notes, or origin transparency—key drivers for specialty coffee buyers.
Lack of Brand Differentiation
Rafiki Coffee’s unique selling points—ethical sourcing from East Africa, community investment, and environmental responsibility—were buried or underexplained, making it hard to stand out in a crowded market.
Low Engagement & Conversion Paths
The old site failed to encourage repeat visits or purchases, lacked a strong subscription option, and didn’t nurture customers with blog content, brewing guides, or email capture features.
Ineffective Storytelling
Their strong farmer relationships and social impact were not clearly communicated, losing an opportunity to connect emotionally with conscious consumers.
To help Rafiki Coffee stand out and grow as a premium East African coffee brand, we designed and developed a fully customized, responsive website that combines storytelling, seamless e-commerce, and brand authenticity.
Premium, Story-Driven Design
We crafted a visually rich, user-friendly website that highlights Rafiki Coffee’s origin story, mission, and social impact—bringing the East African coffee journey to life with every scroll.
Optimized E-Commerce Experience
We built a clean, intuitive online store with well-designed product pages that include origin details, tasting notes, and farm highlights. The checkout process is fast, mobile-optimized, and user-friendly, designed to boost conversions and repeat purchases.
Integrated Brand Storytelling
From homepage to product listings, we weaved in Rafiki’s values—ethical sourcing, sustainability, and community empowerment—making the website an extension of their purpose-driven identity.
Educational & Engaging Content
We added a blog/resource section for brewing guides, farmer features, and sustainability education, creating a hub for deeper engagement and long-term customer loyalty.
Subscription & Retention Tools
Email capture, newsletter signup, and potential for future subscription plans were built into the site architecture to help turn one-time buyers into loyal fans.
Mobile-First Optimization
Knowing that many coffee buyers shop on mobile, we ensured fast-loading pages, clean layouts, and frictionless navigation across devices.
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