Caffenu makes cleaning products for coffee machines, a niche that matters more than most people realize, and a brand that was quietly preparing to expand into international markets. The problem wasn't the product but that their digital presence didn't do the product justice. From a first glance at the website, it wasn't immediately clear what they were selling.
The approach
The project covered the full digital picture: website, Amazon storefront, digital ads, social media, and email. The thread running through all of it was the same, which was to make Caffenu feel trustworthy, modern, and internationally competitive, and give customers a clear, frictionless path to understanding why the product matters.
Website and e-commerce
The website redesign introduced cleaner visual hierarchy, easier navigation, and a clearer structure that answered the three questions a new visitor always has: what is this, why does it matter, and which product is right for me. We extended the same thinking to the Amazon storefront where we reorganised product pages, refreshed visuals, and sharpened value messaging so Caffenu could hold its own against more established global brands.
Ads and social content
The digital ads were built around a simple, honest insight: most people don't think about cleaning their coffee machine until something goes wrong. The creative leaned into that, leading with the problem (bitter coffee, residue buildup, a machine that just doesn't taste right anymore) and presenting Caffenu as the easy fix. Social content reinforced this with practical tips, product demonstrations, and short posts designed to build familiarity over time.
The email was designed as evergreen retention content, which is something the brand could use during product pushes, seasonal campaigns, or as part of an onboarding sequence. It focused on educating customers about machine maintenance and guiding them toward the right product for their setup.
The result
The concept wasn't selected, but it received praise from the brand and the work itself demonstrates something I think is genuinely useful: the ability to take a brand with scattered digital touchpoints and pull them into something coherent. From e-commerce to email, the project required thinking about design, messaging, and customer behavior as one connected thing rather than separate tasks.
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