Vail Mountain Coffee & Tea had the setting, the history and the product. The old site just was not putting enough of it on show.
We overhauled the Shopify experience on a new theme, rethinking the content, merchandising and customer journey from the ground up. The new design made it easier to explore the range while bringing more of the Vail lifestyle into every page. It needed to work for loyal locals, mountain visitors and customers buying from several states away.
The story also needed new material. We guided the content direction across a lifestyle shoot and a studio shoot, creating an image library that captured both the people and the product. The lifestyle imagery placed the coffee where it belonged, out in the Colorado landscape and among the people who make Vail what it is. The studio work gave the range a cleaner, more consistent foundation for ecommerce.
We brought the founders’ story, high-altitude roasting, sustainable sourcing and café community into the shopping experience. The result feels less like a coffee company borrowing from mountain culture and more like what Vail Mountain Coffee has always been: a genuine part of it.
