Benchtop treats coffee as a product, not a mystery: every price, size and saving is published on the page so a home brewer or an office manager can decide in one scan. One direction, two benches: the kitchen bench at home and the bench in the office kitchen.
02, Palette
Clean neutrals, one electric accent, one hot CTA
Benchtop
#F7F3EC
Background, page canvas
Surface
#FFFFFF
Cards, comparison rows, panels
Crema
#F0E8DB
Tinted surface, chips, illustration tiles
Espresso Ink
#241F18
Primary text, price chips
Muted Ink
#5B544A
Secondary text, captions
Electric Blue
#2F4BFF
The one accent: selected states, links, highlights
Roast Red
#C8401F
Primary CTA only, review stars
In Stock Green
#1E7A46
Savings, availability, confirmations
Note, text contrast pairs
Espresso Ink #241F18 on Benchtop #F7F3EC (about 13:1) and on Surface #FFFFFF (about 14:1); Muted Ink #5B544A on both (about 6:1); white on Roast Red #C8401F (about 5:1); white on Electric Blue #2F4BFF (about 5.9:1). All pairs chosen to clear WCAG AA 4.5:1; the formal check happens at Gate 3.
03, Typography
Montserrat for display, Inter for everything that must be read
Display: Montserrat (700 and 800), a geometric sans with numerals that hold up at price sizes. Body and UI: Inter (400 to 700), with tabular figures on every price, weight and headcount. Both open source via Google Fonts.
Roasted in Melbourne, priced in plain sight.
Every bag is roasted to order in our Melbourne roastery and shipped the same week. Choose a blend for the everyday flat white, or a single origin when you want to taste one farm. Subscribe and save 10%, with free shipping on orders over $49.
$18 / 250g
$20Save 10% when you subscribe
Montserrat 800 at 56px with tabular figures; Inter 400 at 16px on a 62 to 64 character measure; direction ink, muted and saving colours in situ.
Fallback stacks: display "Montserrat","Helvetica Neue",Arial,sans-serif and body "Inter",system-ui,-apple-system,"Segoe UI",Roboto,sans-serif.
04, Graphic devices
Built to be compared
Comparison friendly product cards
Most subscribed
Northside Blend
Chocolate, hazelnut, malt
One off$18 / 250g
Subscription$16.20 save 10%
Per cupabout $1.16
Ethiopia, Guji
Apricot, bergamot, floral
One off$24 / 250g
Subscription$21.60 save 10%
Per cupabout $1.54
Office pricing, published per kilo
Office coffee, per kg
1 to 4 kg / week
5 kg+ / week
House blend
$44
$40
Single origin rotation
$54
$50
Decaf
$46
$42
Every office sees the same price on the page.
Headcount sizing widget fragment
20 staff×2 cups a day=2 kg a week
That is $88 a week on the house blend, delivered every Monday. Works out to about 44 cents a cup.
Slider inputs for staff count and cups per day; output updates live. Compare with the average $5.50 cafe run.
Subscribe versus one off, chips
$18/ 250g one off$16.20/ 250g subscribed
From $14 a week, skip or pause anytime
One fact per chip: a price, a cadence or a saving. Accent always means the subscriber gets more.
Note, placeholder pricing
Office per kilo figures and per cup maths are presentation placeholders, pending client sign-off against real costing.
Skip, pause or swap anytime. No lock in, no phone call, no fuss.
06, Illustration usage
Small spots, never the headline
Delivery day
Service moment: your order roasted this morning and on its way.
Nothing left to do
Empty state: subscription paused, we will keep the kettle warm.
Office drop off
Section marker on the office coffee page, kilo pricing beside it.
Note, restraint rule
Illustrations appear at 48 to 72px in a tinted tile, one per viewport, at service moments, empty states and section markers only, never beside pricing. Dog and scooter art is near white, so it sits on Electric Blue or Espresso Ink tiles; the cup art is brand blue, so it sits on Crema. Tiles are tinted, artwork never recoloured.
07, Hero fragment
One fragment, both benches
Roasted in Melbourne, delivered weekly
Fresh coffee on your bench, every week, from $14.
Pick your beans, pick your week, and we roast and deliver on repeat. Home kitchen or office kitchen, the maths is on the page before you commit.
Note, why this leads
Subscription leads because it is the hero commercial product; offices get an equally confident secondary path. The warm studio photograph does the temperature work.
08, Tone of voice
Plain spoken, dryly warm, allergic to jargon
Sample line, home subscriber$14 a week. That is two takeaway flat whites, except these ones turn up roasted, ground how you like, and on time.
Sample line, office buyerTwenty staff, two cups a day, two kilos a week. We did the maths so your office manager does not have to.
Sample line, service promisePause for the holidays, swap the blend, skip a week. Your subscription, your rules, no phone call required.
09, Rationale
Why Benchtop wins for both audiences
White space verified: of nine competitor sites, none publishes office pricing. Benchtop makes published per kilo tables and headcount sizing the interface, aimed at measured demand (“office coffee machines”, 170 Melbourne searches a month at $13.74 CPC).
Transparency converts: the live audit found hidden shipping, invisible skip and pause, and stale reviews suppressing B2C conversion; Baymard names unclear costs the top abandonment cause, so every price carries per cup maths, the 10% saving and the $49 free shipping threshold.
Warmth is structural: bone and crema neutrals, heat reserved for the Roast Red CTA, warm photography, small illustration spots and dry human copy keep clarity from reading cold.
Note, evidence anchors
Sources: competitor-scan.md (nine verified sites, no published B2B pricing); search-demand.md (measured volumes and CPCs); current-site-audit.md (hidden shipping, hidden self service, stale 2021 reviews).
