Caffe Vita has been as synonymous with Seattle as Nirvana and the Mariners since the roastery planted its roots on Capitol Hill in 1995. Since then, they’ve opened satellite roasteries in Portland, Ore., and New York City, and expanded their business channels through a national wholesale distribution program serving businesses ranging from Fortune 500s to neighborhood bakeries.

But in 2020, Vita ushered in a new leadership team—and along with it, an opportune challenge: rearticulate the brand’s story and bring forth the history and beliefs that put Caffe Vita on the map in the first place.

We emerged from our Belief Process with the core truth that holds Vita’s past, present, and future together: Meaningful connections make life better. That belief became the cornerstone upon which we structured and designed the brand story, both verbally and visually. The capstone to the process was a brand new e-commerce site—a complex project made swift and straightforward, all by starting with belief.

The coffee experts behind Caffe Vita were clear on one thing: Coffee is for everyone. With that in mind, we designed a custom illustration library to make the world of coffee less intimidating and more inviting.

Content strategy is its best when it serves customers. With meaningful connections as our focus, we created engaging, educational content to provide useful information and start a dialogue with new coffee drinkers.

“Belief Agency helped our team sort out our deep understanding of our organization into a simplified, organized, and inspiring discovery of who we are at our core; then, they seamlessly translated those discoveries into a brand-new website that reflects our beliefs as a company.”