The golden roast
The golden roast
A premium coffee experience built around origin transparency, taste mapping and personal rituals.
My Role
Website Design
Motion
Branding & Identity Design
Credits
Peter Marinello Gutierrez
Year
2025
Theprojectataglance
Theprojectataglance
TheGoldenRoastisapremiumcoffeeplatformconceptwhereIexploredhowacoffeebrandcouldfeelrefined,transparentandpersonalacrossbothalandingpageandacustomerdashboard.
TheGoldenRoastisapremiumcoffeeplatformconceptwhereIexploredhowacoffeebrandcouldfeelrefined,transparentandpersonalacrossbothalandingpageandacustomerdashboard.
What I did
Designed a light and dark landing page direction.
Designed a light and dark landing page direction.
Created a dashboard for personalized coffee recommendations.
Created a dashboard for personalized coffee recommendations.
Worked with taste palettes, roast curves, origin data and product storytelling.
Worked with taste palettes, roast curves, origin data and product storytelling.
Explored how a brand can continue after purchase through loyalty, service and repeat-order moments.
Explored how a brand can continue after purchase through loyalty, service and repeat-order moments.
Design Challenge
Design Challenge
Design Challenge
The challenge was to design a premium coffee experience that felt rich and atmospheric, without becoming purely decorative. Specialty coffee often relies on mood, packaging and lifestyle, but users also need useful information: origin, flavor, roast profile, recommendations and reasons to trust the product. I wanted the platform to feel editorial and refined, while still helping users make better choices. The experience had to balance storytelling with clarity, and make the brand feel valuable before and after purchase.
The challenge was to design a premium coffee experience that felt rich and atmospheric, without becoming purely decorative. Specialty coffee often relies on mood, packaging and lifestyle, but users also need useful information: origin, flavor, roast profile, recommendations and reasons to trust the product. I wanted the platform to feel editorial and refined, while still helping users make better choices. The experience had to balance storytelling with clarity, and make the brand feel valuable before and after purchase.
I started by exploring color, composition and visual hierarchy, using coffee origin, roast curves and taste profiles as visual inspiration. From there, the project developed into a broader digital product concept with both a public landing page and a logged-in customer dashboard. For the landing page, I focused on brand introduction, product storytelling, origin transparency and clear shopping moments. For the dashboard, I explored how the experience could continue after purchase through personalized recommendations, a taste palette, loyalty progress, repeat-order actions and machine maintenance reminders.
I started by exploring color, composition and visual hierarchy, using coffee origin, roast curves and taste profiles as visual inspiration. From there, the project developed into a broader digital product concept with both a public landing page and a logged-in customer dashboard. For the landing page, I focused on brand introduction, product storytelling, origin transparency and clear shopping moments. For the dashboard, I explored how the experience could continue after purchase through personalized recommendations, a taste palette, loyalty progress, repeat-order actions and machine maintenance reminders.
My Process
My Process
My Process
The Result
The Result
The Result
The final concept presents The Golden Roast as more than an online coffee shop. It becomes a premium digital coffee experience where users can discover products, understand taste, and build a more personal relationship with the brand. This project shows how I connect visual identity with product thinking. I was not only designing a landing page, but thinking through the full customer journey: discovery, purchase, personalization and return moments.
The final concept presents The Golden Roast as more than an online coffee shop. It becomes a premium digital coffee experience where users can discover products, understand taste, and build a more personal relationship with the brand. This project shows how I connect visual identity with product thinking. I was not only designing a landing page, but thinking through the full customer journey: discovery, purchase, personalization and return moments.
