Allpress Espresso translates its brand beyond the cup with newly launched website via Gladeye

allpress-range (1).jpgAllpress Espresso's global footprint is growing at an impressive rate, with roasteries now operating in six different countries. To translate its brand beyond the cup and into the digital world, the New Zealand coffee roaster teamed with Auckland digital innovations agency Gladeye to launch a new global web platform yesterday.

Allpress Global Marketing Director Craig Throne talks of what started from a humble coffee cart in Auckland over 25 years ago, to what now satisfies coffee lovers in over 1000 independent cafes worldwide.

coffee (1).jpgDespite this geographic expansion, Allpress see the local café experience as being at the heart of their coffee experience - they chose Gladeye to help them tell their story.

Tarver Graham, CEO, Gladeye says both companies share strong values.

Says Graham: "Our two industries, coffee and digital, are worlds apart. But it was clear to us from the outset that Allpress shared not only our values of excellence and attention to detail, but that like us they're fanatical about the experience of the end user.

"For both of us, it means more than just coffee beans or code."

general (1).jpgPrior to Gladeye's involvement, Allpress' digital presence was relatively fragmented, and this didn't match up with their consistent coffee experience.

Says Guy Trowbridge, design director, Gladeye: "The brief to 'represent the globally consistent Allpress flavor experienced as a local tradition' really became an underpinning mantra for both the structure and the design of the site."
Allpress needed a website that delivered scalable digital business tools, like multi-language, multi-currency e-commerce in six local markets, on a platform that respected the brand's clear and consistent global voice.

Adds Throne: "There's tailored content across multiple international regions all powered by a central CMS, along with separate e-commerce stores that integrate directly to our accounting software."

Gladeye's business lead for Allpress, Sam Brough, explains how the digital experience is beautifully simple on the surface, but getting to that point takes a thousand careful choices.

"Much like sourcing, roasting and distributing a consistent, premium coffee flavour, there's a vast amount of technical and human choices made in the design of the site. We're talking multiple currencies, languages, CMS layers and user-journeys that span Tokyo to Dunedin - all delivered through a simple and consistent people-first brand experience."

Throne explains that at the heart of their online story is the 'in-cafe' experience: "We want to bring a sense of connection and openness that you get from an Allpress café setting through to the experience of the website."

He believes digital will continue to play a significant role in Allpress' future.

Says Throne: "Gladeye's rare ability to think strategically about our business and execute to such a high standard of design has made them a great partner to work with and we're excited about what's to come."

The relationship has been a great opportunity to showcase a unique mix of skills - the new website is just the beginning.

Says Graham: "We're just starting out with Allpress and we're pretty excited about getting the new global website out to cafe owners and coffee lovers and seeing how we can keep improving things from here."

Agency: Gladeye
Experience Director: Guy Trowbridge
Business Director: Sam Brough
Account Director: Aruna Narandran
Strategy Director: Sunil Unka
Production Director: Conrad Blight
Lead Designer: Kevin McCutcheon
Technical Lead: Chris Lam
Developers: Sophie Lee, Mitch Ryan
Project Manager: Shelley Duncan
Analyst: Mark Huynh
Tester: Ben Sharp

Client: Allpress Espresso
Founder & CEO: Michael Allpress
Global Marketing Director: Craig Throne
Marketing Manager: Brittney Manunui
Art Director: Johnny McCormack

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