Madcap is a high end coffee company with a strong, recognizable brand. They wanted to grow their online sales and hired us to redesign their website with a sales-forward approach. They also wanted the site to be an online version of their in-store experience. Because of this, we gave the site a black background and white text. It gives the site a distinct look. The product grid page can easily filter to specific product categories. One of the most recognizable things about Madcap are their black coffee bags with cloth logo and uniquely colored labels for each coffee. Pulling inspiration from this, each product page background matches the specific coffee to make the bag practically pop off the screen. Visitors can read tasting notes and a synopsis about the coffee or visit the journal to learn more about Madcap.