We needed to convince cafe coffee buyers that the Industry Beans Espresso Club (an at-home subscription service with a De'Longhi machine included) was a smarter, more efficient and cheaper way of enjoying coffee.
Our audience was spending upwards of $10 a day on coffee. The Espresso Club promised to cut that number in half (during a cost of living crisis), yet our audience were reluctant to embrace the subscription because it required a level of coffee-machine mastery they did not have.
We prioritised learning and flexibility, testing and optimising the best version of a value message (to bring people in), then supported the advertising with a robust educational video series that helped people feel confident with their new machine. We helped move 360 machines in the first months, so many that we ran out of machines to sell.
Website designed in Figma, built in Webflow
Created in Melbourne, I acknowledge the Traditional Custodians of the land on which I work, the Wurundjeri Woi Wurrung peoples of the Eastern Kulin Nation.
I acknowledge their continuing connection to land, waters and culture, and recognise that sovereignty was never ceded.