JOHOs, following a coffee
By Gabby Bryant
August 26, 2016
'Put your headphones in and start scrolling'—these are the only directions given when visiting the JOHO's by Johannes Hornig website.
JOHO's is a direct trade coffee bean company. Its website highlights the journey of one of its signature beans derived from SaoSilvestre, Brazil. This site is not your typical website, as its emphasis on experience takes on a storylike quality. The "story" is simple in its telling—visually appealing and intuitive. The user has only three choices on the homepage; order now, follow the bean story or watch the film. Behind these options, the user can find a mesmerizing video that takes up the entire screen with sounds of birds chirping in the distance.
Following the bean story was like reading a calming book while watching really well-done short documentary. Do what the directions from the beginning of the experience tell you: plug in your headphone and scroll. Each scroll takes you to another part of the beans story, broken into chapters with dynamic images, graphics and consistently appropriate UX elements. There are few words, mostly used in fast facts, but many clean and relevant images and videos sprinkled into the full-screen experience. Videos auto-play a snippet of film, but you can click into each to view it in its entirety, letting the visitor decide their own pace and interest.
The typography is beautiful, the images even more so. The experience of this site is enchanting and effortless. There is nothing static about the site, but at no time did I feel overwhelmed by the rhythmic motion of the videos or the dynamic scrolling features. Definitely beats embedded YouTube videos...
Bonus points for keeping the brand alive in extremely clean, reusable coffee bean packaging. If I wasn't interested in coffee beans before, I sure am now.