Aroma Espresso Bar is an international espresso bar chain best known for its gourmet espresso-based beverages. Following its tremendous success in Israel, Aroma decided to try its luck in America, opening up its first branch in New York City in 2006. It has since expanded into multiple U.S. locations across the country, including New Jersey, Maryland and Florida. To better cater to the American market, Aroma no longer only focuses on serving coffee-related drinks. Its menu now offers a variety of pastries and made-to-order salads and sandwiches — all prepared fresh in their on-site bakeries. But Aroma still manages to keep its Israeli artisanal spirit, treating their concoction of coffee roasts and culinary specialties like an art form. Every item is brewed or handcrafted with care and acute precision. Even the interior design of the bar incorporates colors and textures that reflect their culinary craftsmanship.
When it became clear they needed help redirecting some of the focus of their website to their delicious new array of dishes, Aroma teamed up with an agency that knows food as well as it does design: Squat New York. The new website was built in response to Aroma’s desire for a simple, uncluttered design that while modern, pays homage to their more traditional, artisanal flair. It also makes the ordering process a breeze for anyone visiting the site – whether new or returning customers.
The design process took a lot of stripping and restructuring, leaving only the bare necessities for the site. What was left was a strong, fresh presentation of expertly photographed sandwiches, salads and pastries – all framed at a right angle with a white background to match Aroma’s in-store menus. The user experience was further enhanced by images of the inviting atmosphere of Aroma’s store locations.
The end result was a clean, responsive website that works across all media and platforms. Aroma has since been raking in new customers from all over the country, inspiring new passion for coffee culture and gourmet foods.
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