World Barista Champion Website: Complete Digital Transformation
Project Info
Pete Licata won the World Barista Championship in 2013, launching a global consulting career that took him to 20+ countries helping cafes and roasters elevate their coffee programs. His expertise was world-class, his reputation impeccable, and his website... barely functional.
When Pete decided to launch Zoya—a limited edition coffee celebrating his daughter's birth—the disconnect became impossible to ignore. Here was a world champion trying to launch a premium product through a website that looked like it hadn't been updated since 2010.
The challenge wasn't just building an e-commerce platform. It was translating hands-on excellence into a digital experience that could maintain his premium positioning while actually converting visitors into clients and customers.
This 4-month project transformed a basic digital brochure into a business asset that worked as hard as Pete did.
Services we provided
Timeframe:
5 months
Specialty Coffee
The specialty coffee market reached $45 billion globally, with premium consulting services commanding $200-500+ per hour. However, most coffee professionals struggle to translate their hands-on expertise into compelling digital presences.
$48B
Global specialty coffee market
$300+
Average hourly consulting rates for world-class experts
Client's results
Zoya sold out as planned, but more importantly, the new website began converting consulting inquiries at a much higher rate. Prospects could now move smoothly from learning about services to booking consultations.
The Long-Term Impact
The website became one of Pete's most reliable business development tools. Instead of relying purely on word-of-mouth and industry connections, he could now demonstrate expertise to potential clients before ever meeting them.
The Real Success
The platform grew with the business, supporting Pete's move to Melbourne and continued expansion of both consulting services and product offerings.
The Challenge
The Reputation Translation Problem
Pete's expertise was proven through years of hands-on work with elite cafes worldwide. How do you capture that credibility in pixels and code?
Premium Positioning Risk
Coffee consulting at Pete's level relies on personal relationships and demonstrated expertise. The challenge was creating digital automation without losing the bespoke feel that clients expected.
Technical Complexity
- Integration of appointment booking for international consulting clients
- E-commerce platform for limited product releases
- Content management that Pete's team could handle independently
- Photography that conveyed both technical precision and artistry
Timeline Pressure
The Zoya launch created a hard deadline. We needed to overhaul the entire digital presence before the coffee community's anticipation peaked.
Market Reality
In coffee consulting, your website often gets evaluated by the same people who judge latte art competitions. The standards for aesthetic and functional excellence are unforgiving.
Our Solution
Instead of just building a prettier website, we focused on creating a platform that demonstrated expertise while guiding different user types toward their desired outcomes:
- Lead with Visual Credibility
Rather than relying on credentials and awards, we used custom photography to show the precision and artistry of Pete's work. Expertise needed to be visible, not just claimed. - Create Product and Service Synergy
Instead of treating consulting and product sales as separate businesses, we designed the experience so each reinforced the other's premium positioning. - Automate Without Losing the Personal Touch
We built systems that handled routine inquiries and bookings efficiently while ensuring high-value prospects still felt they were getting personalized attention.
Phase 1
Visual Foundation
The existing website relied on generic coffee imagery and basic text descriptions. We directed a custom photography initiative that captured both the technical precision and artistry of Pete's approach.
The Strategic Decision:
Instead of hiring a generic product photographer, we worked with someone who understood coffee culture and could convey expertise through visual storytelling.
Why This Mattered:
Coffee professionals can instantly recognize authentic expertise vs. marketing fluff. The photography needed to pass the industry credibility test before anything else could work.
Phase 2
Zoya Launch Platform
The limited edition release wasn't just another product launch—it was a rare opportunity to own something created by a world champion. The shopping experience needed to honor that significance.
Key Features:
- Storytelling that connected the coffee to Pete's personal milestone
- Educational content about the sourcing and roasting decisions
- Seamless purchase experience that felt premium, not transactional
- Integration with email marketing for future product announcements
The Approach:
We positioned Zoya as both a product and a piece of coffee history, giving customers a reason to buy beyond just "it tastes good."
Phase 3
Consulting Experience Redesign
The biggest opportunity was transforming how potential consulting clients experienced the website. Instead of just listing services, we created a journey that demonstrated value at each step.
The Client Journey:
- Discovery: Case studies and behind-the-scenes content showing Pete's approach
- Education: Resources that showcased depth of expertise
- Qualification: Information that helped prospects understand if they were ready for world-class consulting
- Conversion: Streamlined booking system for different types of engagements
Backend Improvements:
- Simplified content management for Pete's team
- Automated inquiry routing based on project type and budget
- Integration with scheduling tools for international time zones
The Outcome
The transformed website proved that digital platforms could enhance rather than dilute premium positioning when designed thoughtfully. Pete's business gained a reliable conversion tool that worked whether he was in Kansas City or Melbourne.
What We Learned:
- Visual credibility trumps written credentials in coffee culture
- Product launches can reinforce consulting expertise when positioned strategically
- Automation improves client experience when it eliminates friction without removing personality
- Premium services need digital experiences that feel premium, not just functional
The Business Impact:
The website became Pete's most consistent business development asset. Instead of relying purely on industry connections, he could now demonstrate expertise to potential clients anywhere in the world.
The Long-Term Success:
Years later, the platform continues to evolve with Pete's business, supporting both his consulting expansion and additional product releases. It's become the foundation for sustainable growth rather than just a one-time launch platform.
The Transferable Insight:
When your expertise exceeds your digital presence, you're leaving money on the table. The solution isn't just a prettier website—it's a platform that demonstrates competence before prospects ever speak with you.
Client's Feedback
Wabbit took our website, a meager performer at best, and transformed it into a critical asset.
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