Ethical Bean

Translating ethical sourcing and product personality into digital experience.
Website Design

Wall On The Fly partnered with Ethical Bean to redesign the company’s e-commerce platform during a period of significant growth and increasing national visibility.

The challenge was to create a website capable of balancing streamlined online purchasing with the warmth, energy, and personality that distinguished Ethical Bean within an increasingly crowded coffee market.

Working alongside writer Paul Welsh, developers at Medium Rare, and illustrator Sarah Clark, the engagement combined e-commerce strategy, interaction design, and storytelling into a more immersive digital experience.

Approach

The website was designed to support both usability and emotional connection — simplifying the purchasing experience while creating stronger sensory associations around the brand’s coffee lineup and ethical sourcing values.

A central feature of the project was the development of custom HTML5 animations built around the distinct “personalities” of Ethical Bean’s coffee blends.

These animations transformed otherwise static product pages into playful, character-driven digital experiences.

Outcome

The resulting platform strengthened Ethical Bean’s digital presence during a key period of organizational growth and expansion.

More importantly, the project demonstrated how interaction design, motion, and storytelling could work together to create a more emotionally resonant e-commerce experience.