Overview
AweCherry Coffee is a family-owned business based in Washington, DC. What began as a single coffee truck has grown into a beloved brand with three fully equipped mobile cafés, offering both catering services and premium Ethiopian coffee.
AweCherry proudly sources beans directly from distinct Ethiopian regions, bringing authenticity and tradition into every cup. Over the past year, the brand has catered a wide range of events, from office gatherings and university campus events to football games and lively community festivals.
From its humble beginnings to its rapid growth, AweCherry’s journey has been fueled by family and community. Whether it’s a small gathering or a large-scale event, AweCherry is committed to delivering a warm, memorable coffee experience every time.
Problem
Despite having a strong product and story, AweCherry faced several challenges:
Minimal online presence, limiting reach and growth.
An outdated website design that lacked consistency in imagery, typography, and overall brand alignment.
Coffee sales were largely restricted to local truck operations, with little e-commerce traction.
Insufficient brand differentiation between the coffee regions offered.
Limited catering visibility, leading to fewer booking inquiries.
Solution
To revitalize AweCherry’s digital and brand presence, I led a comprehensive redesign and management initiative:
Website Redesign
Crafted a clean, modern site aligned with AweCherry’s brand identity.
Introduced imagery and typography that reflected the premium and cultural value of Ethiopian coffee.
Redesigned the site architecture to prioritize user flow, placing clear CTAs on the homepage to “Purchase Coffee” or “Book for an Event.”
Highlighted booking availability by location, increasing catering visibility.
Added credibility with testimonials, past partnerships, and strong visuals.
Shared AweCherry’s family-owned story and Ethiopian heritage to foster relatability and trust.
Package Redesign + Studio Production
Created distinct packaging to differentiate coffee sourced from various Ethiopian regions.
Conducted professional product photography for use across the website and social channels.
Produced user-generated content (UGC) videos showcasing coffee drinks, designed to boost engagement during the brand relaunch.
Management & Growth
Launched promotions such as discounts and free shipping to incentivize online sales.
Regularly updated products, photography, and content on the website.
Implemented Google Ads and SEO strategies to increase visibility and drive targeted traffic.
