This immersive web adventure spills the beans on how the popular JOHO’s coffee brand journeys from Brazil to your mug
Thanks to the likes of Starbucks, designer coffee has become a boom business with a new generation of discerning drinkers dreaming of percolated perfection.
Marketing such product to trendy buyers demands then new forms, spreading a message that ties its experiences to taste. That’s precisely the aim here, using progressive web design techniques including HTML5 and WebGL to show how the beans used in JOHO’s coffee are sourced.
Emphasising direct trade and a deep respect for ethical local farming, production and manufacture, this site which has been built by Vienna’s digital agency WILD, is anything but a typical venture. An incredible wealth of visual material spanning lush photography and insightful video is arranged chronologically to form an online storybook.
The result is a documentary-like journal that transports its visitors from the wild lands of São Silvestre, Brazil to the J.Hornig Headquarters in Graz, Austria. “In March 2014 we went on a journey to Brazil with J. Hornig to find out more about the origins of direct trade coffee,” reveals Thomas Lichtblau, who is art director at WILD. “During our trip through Minas Gerais – Brazil’s biggest coffee region – we learned a lot about the coffee harvest, processes and the Brazilian people. We built the JOHO’s microsite containing interviews with local farmers, beautiful imagery, video and sound elements to make this amazing trip accessible to a broad audience in an immersive way.”