Red Diamond

Founded in 1906, Red Diamond is one of the three oldest coffee and teas companies in the United States. With headquarters in Birmingham, Alabama, Red Diamond sells to customers in 46 states, Mexico and the Caribbean. Red Diamond can be enjoyed in restaurants, hotels, offices, hospitals, and homes across the nation. In fact, over 6,000,000 servings of Red Diamond are consumed daily across the nation.

Discovering the Right Blend

This project was driven by the need to honor and preserve the legacy of one of Alabama’s oldest family businesses, while simultaneously creating a modern, digital presence that resonated with today’s audience. While a visual design refresh was a key component of the project, the primary goal was much deeper: it was about capturing the spirit, heritage, and values that had made this family business a cornerstone of the community for generations. The challenge was to strike the right balance between maintaining the brand’s established integrity and introducing a fresh, enhanced digital experience that met the evolving needs of today’s users.

Pouring Over the Details

Throughout the design process, my goal was to create a website that honored the company’s legacy while introducing a fresh, accessible digital experience. The primary focus was ensuring the brand’s family-oriented values and history were infused into every design element—from the color palette to the typography and imagery. At the same time, it was essential to create a user-friendly, seamless experience for visitors, allowing them to easily explore the company’s storied past, current offerings, and connect with the business.

Every design decision was guided by the principle of enhancing user experience without compromising the authenticity of the brand. This meant incorporating elements that spoke to the company’s tradition while introducing modern, accessible features that provided users with a smooth and efficient digital journey. The end result was a website that not only celebrated the business’s storied past but also positioned it for continued success in the future, creating a space where both longtime customers and new visitors could connect with the company in a meaningful way.

Stirring Up Success

The final result was a website that celebrated the business’s rich history and positioned it for continued success. This modern, welcoming platform creates a space where both loyal, long-time customers and new visitors can easily connect with the company. By balancing heritage and innovation, the website ensures that this family business remains a cornerstone of the community for generations to come.