The Brief

Insomnia Coffee Company is Ireland’s leading independent premium coffee chain. Grown from a single location in a Galway bookstore 1997 they have expanded to 90+ coffee shops across high street and through partnerships with SPAR and Eurospar in addition to other Irish Retailers such as Eason, Fresh, Meadows & Byrne, An Post, Heatons, Compass Catering, Debenhams and most recently Penneys. In addition the company has 180+ self-service units in operation, both in Ireland and the UK.

Insomnia required new Irish and UK websites as they are quickly expanding in this new market. Both sites needed to be fully responsive for viewing on all devices and had to represent the brand personality, enable customers to engage with content such as menus and location searches, whilst also evoking the brand ethos and story.

The sites also needed to promote Franchise opportunities to interested parties and provide seasonal menus, which are update on a regular basis. Both sites needed to utilise large scale imagery of the excellent Insomnia products as well as their café environs.

The Process

They also incorporate the illustrative styling used throughout their branding and in their café interiors. The websites are built using the Expression Engine content management system, allowing multi-site management, enabling the team to make amends to either site via the one dashboard.
As the sites are targeting two slightly different markets (Ireland, where they’re a well established brand and the UK where they are a new and growing brand), it was imperative that the site design instantly gave them gravitas and also ensured they were immediately recognised as a serious played in the coffee market.

The introduction of the Insomnia personality was paramount to the success of the brand online, evoking the playful side of the brand, whilst also developing credibility in their product offering. We worked closely with the Insomnia marketing team to ensure that all elements of the brand were presented to the user, ensuring that their every need was met when reaching the site. The integration of their ‘Treats’ loyalty programme, the provision of a store locator, the ability to easily update menus, etc were all conducive to providing an excellent user experience.

The Result

We believe that the new websites not only centre around what users need from the site, but are also playful, engaging and beautiful to look at. We build all of our sites to include as many user types as possible, even if the brief does not require it. The site was built on the ExpressionEngine CMS, a user-friendly and inclusive platform. It is also an extremely secure CMS. The site is fully responsive for viewing on all devices. We used language that is instantly comprehensible to all users, in a clear and structured manner. We incorporated imagery and graphics to further illustrate the messages employing clear, concise terminology and large font sizes for legibility.

The brand values are firmly set and the websites establish Insomnia as a major player in the independent premium coffee, introducing this brand into the UK market, whilst also promoting it’s standing in the Irish market.

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