Archive for the ‘Glasi Hergiswil’ Category

Rebranding – Part 1

December 31, 2008

Building Vertical Communities

Single Artisan, Product Focused Website

In November 2006, we launched the terrakeramik.com online marketplace to introduce a single artisan, Terra Keramik of Switzerland, to the North American marketplace. Because we represented exclusively Terra Keramik, we created the initial website under the Terra Keramik brand with a focus on its 12 tableware products. The initial online marketplace was organized around beverageware, dinnerware, and a section called studio.

Business Challenges

We faced several business challenges with that product centric approach. For example, to launch the Terra Keramik coffee beverageware in North America, we had to build a premium brand from ground zero that appealed to the professional and home barista markets. We wanted to differentiate ourselves from the numerous online stores that sell $5 white and brown, machine-made, porcelain coffee cups displayed on “catalog pages” with little information about the product and no other subject relevant content or advice.

Rich, Relevant and Interactive Content

We wanted to provide useful information about the product, show how the products are used by professionals and home consumers, and provide a rich, interactive browsing and buying experience with relevant information about the entire coffee trade (growers, roasters, baristi, cafes, consumers). In effect, we wanted to build vertical online communities without duplicating the content and features already offered by successful online coffee communities such as coffeegeek, home-barista, coffesnobs, baristaexchange, and coffeed. We wanted to provide some of the basic and necessary information and tools that these much larger communities may lack, may be hard to find, or present them in a more user-friendly format.

Multiple Artisans, Vertical Communities

In late 2007, about a year after launching the Terra Keramik tableware, we introduced a second Swiss artisan, Glasi Hergiswil and its lead-free, mouthblown crystal glass products, to the North American market. This was followed by the launch of Café Kultur of Germany and its handcrafted espresso accessories. We now faced a third business challenge, how to convert from our online marketplace representing a single artisan with few products, to multiple artisans with potentially hundreds of products, each with its own distinctive brand and product lines. It reinforced our desire to build vertical communities and also compelled us to start thinking about creating an independent brand that would represent and support multiple artisans.

Rebranding – Part 1

In the summer of 2008 we began to organize our online marketplace around four vertical communities:

  • Coffee & Tea
  • Wine & Beer
  • Dining
  • Home Décor
  • The following screen shots show the terrakeramik.com online marketplace as of December 2008, organized around the above vertical communities.

    Home Page

    Home Page with neutral gray, top navigation bar showing the 4 communities and the studio (about us, etc.) tab.

    Coffee & Tea

    Coffee & Tea Community, highlighted in green on the top navigation bar. Pages with a 3-column CSS layout.

    Wine & Beer

    Wine & Beer Community, highlighted in red on the top navigation bar. Pages with a 3-column CSS layout.

    Dining

    Dining Community, highlighted in orange on the top navigation bar. Pages with a 3-column CSS layout.

    Home Décor

    Home Décor Community, highlighted in light blue on the top navigation bar. Pages with a 3-column CSS layout.

    Studio

    Studio tab, highlighted in cobalt blue on the top navigation bar. Pages with a 3-column CSS layout.

    My Account

    My Account section, accessible with the “Account” button above the top navigation bar. Pages with a 2-column CSS layout.

    Registry

    Gift and Wedding Registry section, accessible with the “Registry” button above the top navigation bar. Pages with a 3-column CSS layout.

    Stay tuned for details on building out the vertical communities

    We’re BAAACK!!!

    October 21, 2008

    We’ve been busy the past 6 months growing and expanding our online marketplace at terrakeramik.com and although we continue to be busy (especially with the holiday season only a few weeks away), we are excited to share with you some of the things we’re doing on this blog. We’ll be posting in the next few days, so check back! Thanks.

    Just in Time for Valentine’s Day . . .

    January 30, 2008
    Terrakeramik.com is thrilled to launch the fine crystal stemware collection by Glasi Hergiswil of Switzerland. Each piece is individually mouthblown from lead-free crystal glass by skilled artisans in this 200-year old, employee-owned glassworks on the shores of Lake Lucerne, Switzerland.  
      The Glasi Wine Series comprises a Bordeaux wine glass, Burgundy wine glass, Chardonnay wine glass, and a wine decanter.The size and shape of the wine glass bowls and rims are designed to enhance the characteristics of particular wine varietals.Our wine decanter features a long neck with a slightly widened opening for easy, drip-less wine decanting and has a broad base to expose a greater surface area that allows the wine to aerate and release flavors and aromas.
    The Glasi Champagne Series comprises a Champagne flute and the Conca ice cooler.The functional design of our Champagne flutes brings out the fine aromas and effervescence of fine Champagne and sparkling wine.With its stunning lines derived from a seashell, the Conca ice cooler is perfect to chill a bottle of Champagne or white wine. The thick glass helps insulate its contents and the weight provides the necessary stability to keep the contents upright.  
      Our handcrafted Glasi beer glasses are ideal for pilsner-style beers and showcase the color, effervescence, and clarity of the beer. The inverted cone shape with an even taper focuses the hop aroma of a beer and maintains a robust head.
    Visit our online marketplace for additional handcrafted, eco-friendly products and information, including recipes, tips and videos. Happy Valentine’s Day!