What Makes Coffee Good
This Web site follows the bean from the farmer’s field to the barista’s cup, unfolding the processes and diverse personalities behind Starbucks’ coffee.
On this site visitors learn where coffee is grown, how beans are separated, and how farmers engage in sustainable farming practices. Different sections reveal the skills and expertise of those that roast the bean, the professional tasters who assess the results, and the in-store coffee ambassadors’ brewing mastery. Committed to creating a positive environment for workers, customers, and farmers, and protecting biodiversity, the site also profiles the practices and policies that define Starbucks’ values. As visitors navigate along the path of the bean from the field to the cup, the playful interface spreads out images, objects, and information that connect with more in-depth resources, maps, illustrations, and videos. As part of a brand campaign created by Wieden+Kennedy, full-page advertisements promote the Web site and its in-depth information.