Cultivating Human Flourishing Through Serving (Great Coffee)

The Challenge

Dan Mayer, the visionary behind Numa Coffee Company, acquired The Righteous Bean in 2021 to run it as a ministry after leaving his IT career. Rebranding the outdated business and improving its subpar e-commerce site were key challenges for this transition.

Our goal was to create a functional, beautiful, and mission-focused brand and website for Numa Coffee Company, standing out in the crowded coffee industry.

Our Vision

In partnership with Numa Coffee, our goal was to change the perception that coffee shops with a faith foundation do not always have to be corny and outdated but can be beautiful and unique. Developing a brand that represented Numa’s mission and brought new life and energy to consumers’ coffee enjoyment was the key to success for this e-commerce brand.

 

Numa Coffee's mission extends beyond selling great coffee to serving a greater purpose. Our marketing efforts, including branding, website design, content creation, photography, and packaging, needed to reflect this mission clearly.
Numa Coffee aims to inspire and encourage everyone who engages with the brand, whether in-store or online. We designed a space that, while enjoying their coffee, motivates consumers to make a positive impact on the world.
Numa Coffee seeks to empower others through both coffee and community. The website’s content focuses on affirmations to support and uplift people, reflecting Numa’s commitment to fostering success and connection.
A person making pour over coffee.

The Strategy

During our work with Numa, PHOS revamped the branding, messaging, product photography, and design for both collateral and packaging while developing a strategic marketing plan.

We focused on expressing Dan’s mission through all digital channels and creating a functional e-commerce website that showcased products, improved the shopping experience, and clarified Numa’s new brand and mission.

The Solution

Strategic Consulting

Dan rebranded The Righteous Bean to Numa Coffee Company to embody the idea of providing “breath” and “life” to relationships with customers, farmers, and employees.

 

PHOS assisted in defining Numa’s mission and core values, leading to the mission statement: “Cultivating Human Flourishing Through Serving (Great Coffee).” This statement reflects Dan’s passion for improving the lives of coffee growers and creating positive community impacts globally.

The Branding

The old “Righteous Bean” branding was outdated and unwelcoming. Our goal was to inject life and energy into the brand, setting it apart from others in the industry.
We designed a whimsical, curvaceous logo that reflects the dynamic, empowering nature of Numa Coffee, capturing the essence of breath and movement.

The Web Design & Development

Given the necessary ecommerce element of the site, the web design was rooted in a desire to display Numa products beautifully while not sacrificing any ease of shopping for customers.
Not only was this achieved but the shopping functionality was exceeded with additional subscription options, product filtering, and customized product purchasing.

Content Development

Since Numa operates as a ministry, it was crucial to reflect its mission and vision throughout the site.
We translated Numa’s core values into clear, heartfelt messaging, achieving success when a customer noted that the website’s tone matched Dan’s personal communication.

Photography & Videography

The project required both brand and product photography to support current and future needs, emphasizing community and connection.
Our team focused on capturing images that highlight Numa Coffee’s role in bringing people together and enhancing their website and marketing efforts.

Inbound Marketing

Our ongoing marketing for Numa Coffee Company included rebranding all social media channels along with the new site, establishing a strong digital marketing presence, and creating a beautiful and functional online shopping environment.
This includes search engine optimization, social media marketing, paid advertising, content marketing, conversion tracking, and campaign development.
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There is not one team member (and I had the pleasure of working with more than a few) with whom I had a less than stellar experience throughout our engagement. Numa Coffee has been given a huge leap forward due to the efforts this team has put forth.

Dan Mayer

Numa Coffee Co.