Caffenu is a South African brand known for its coffee machine cleaning products. As the company prepared to expand its presence in international markets, it needed a stronger digital identity, more consistent messaging, and a clearer way to demonstrate the benefits of its products to a global audience. The project focused on developing a refreshed online presence and a more strategic approach to digital marketing across ecommerce, social media, and email.
The first step was to assess the existing website and identify what was preventing the brand from standing out in a crowded category. From first glance, it was unclear that the brand was selling cleaning pods for coffee machines. The redesign introduced a cleaner visual hierarchy, easier navigation and a more clear structure that showed what the brand was selling, explained why cleaning products matter, how the technology works, and which products match which machines. The goal was to make Caffenu feel trustworthy, modern, and internationally competitive while giving customers a frictionless way to browse and purchase.
Because e-commerce was a major priority, we extended the redesign to the Amazon storefront. This included product page reorganisation, refreshed visuals, clearer value messaging, and a more polished layout to help Caffenu compete against established global brands. The updated storefront helped strengthen credibility and made it easier for customers to understand product benefits at a glance.
To support awareness and conversions, we created a set of digital ads built around clarity, simplicity, and practical value. These included platform-specific variations for Facebook and Takealot. Each ad was designed to highlight the problem (dirty machines, bitter-tasting coffee) and present Caffenu as the easiest solution. The aim was to drive traffic to the website and storefront while educating customers about something they often overlook in their daily routine.
Disclaimer: All brand names, logos, trademarks and copyrights are property of their respective owners, and are not intended to imply any endorsement or direct affiliation with Caffenu.
For ongoing engagement, we produced social media content that introduced the products, demonstrated how they are used, and reinforced the importance of regular cleaning. Posts were shaped around practical tips, product benefits, and short, actionable messages that could easily be shared. The objective was to build brand familiarity, strengthen trust, and maintain consistent visibility across platforms.
Finally, we designed an email ad to support retention and repeat purchases. The email focused on educating customers about machine maintenance and directing them toward the most suitable cleaning products. It served as a piece of evergreen content that could be reused during product pushes, seasonal campaigns, or onboarding sequences.
Although the concept was ultimately not selected, this project helped us demonstrate our ability to take a brand with scattered digital touch points and turn it into a cohesive, conversion-focused ecosystem. From e-commerce optimisation to cross-platform content, the work highlights a full understanding of how design, messaging, and digital strategy work together to support brand growth in competitive online spaces, ultimately receiving praise from the brand.