A new Shopify store for a coffee brand on a mission

Manumit

A mobile version of the Manumit website, displaying their coffee packaging, overlayed on an image of coffee beans.

Brief

Manumit is a coffee brand, on a mission to stop slavery. Beans sourced from slavery-free farms, roasted by survivors of slavery, on the road to a better life.

Outcome

We created a bold new brand identity, and launched a new ecommerce store so they can take their coffee to the masses.

Using the existing logo as a starting point, we redefined and refreshed the whole brand, introducing a vibrant, but natural colour palette.

The Manumit logo on a light neutral background
The text 'For Freedom Not Profit' in the Manumit brand font overlayed over an image of coffee beans.
A man roasting coffee beans.

The headline typography is rustic and weighty, balanced with a mono typeface which feels more personal.

The text 'Manumit, to set slaves free' on a mint coloured background.

To help Manumit tell their story we created brand messages which are used throughout the store, promoting the mission.

The text 'Freedom Through Coffee' in the Manumit branding overlayed by a Manumit branded hoodie.
The text 'Make your cup count' overlayed by an image of coffee beans.

The old site was built with WordPress, using WooCommerce for the shop. Manumit needed a more sophisticated and powerful ecommerce store, without losing the ability to tell their story. We developed the new store on Shopify, which gives the team the power and flexibility they need.

Examples of desktop and mobile versions of the Manumit website, displaying information Manumit's 'Coffee Plans'

The core audiences for the store are retail customers looking to buy one-off bags and regular subscriptions, and organisations buying wholesale. Based on our own experience of e-commerce stores and analytical data, we designed the website to be optimised for mobile use, while ensuing it looks equally great on desktop.

Examples of desktop and mobile versions of the Manumit website, displaying information about Manumit and their coffee.

Finger friendly buttons for selecting options makes for a much improved mobile experience.

Examples of mobile versions of the Manumit website, displaying information about Manumit and their coffee.

Our experience with Toward has been extremely positive. From the initial conversation, all the way through to launch they have demonstrated great professionalism and quality of work.

Dai Hankey

Director

Examples of mobile versions of the Manumit website, displaying information about Manumit, their coffee and merch.

There’s no point in having a great looking online store if the product packaging lets it down. We created the product imagery, and worked with Manumit to redesign some of their coffee packaging and merchandise. Now the products can be the stars of the show.

Examples of Manumit's packaging in white, neutral and black, containing the Manumit logo
The text ' New Cup New Life' in mint green in the Manumit brand font overlayed with a branded coffee mug.
The words 'Mix it up' in yellow in the Manumit brand font, overlayed with branded coffee packaging.

We now have a great new website with a fresh and engaging look, that offers a great experience for our customers. Thank you Toward—you guys rock!

Dai Hankey

Director