The Grounds is one of Sydney’s most iconic hospitality destinations, but its digital presence hadn’t kept pace with the immersive, curated experiences on-site. Our goal was to reimagine the digital platform to reflect the brand’s evolution: from coffee pioneers to a multi-faceted destination spanning dining, events, retail and catering.
This relaunch formed part of a broader brand transformation across The Grounds and its sub-brands, including the roastery, café, events and coffee lines. The new website needed to tie these elements together in one unified digital experience.
Following a comprehensive UX/UI design process, we delivered a vibrant, persona-led website that makes it easier for users to find what they’re looking for and faster. From first visit to final click, the new site captures the spirit of The Grounds while guiding users to book a table, plan an event, order catering or shop for coffee.
The Challenge:
The Grounds had grown into a vibrant destination brand that extended well beyond a café. It had become a place to dine, host events, order catering and purchase coffee, both in person and online. However, its website hadn’t kept up. Visually dated and structurally confusing, the site no longer reflected the brand’s ambition or met user expectations. Visitors were arriving, but not staying. Bounce rates were high. Engagement was low.
And most concerning, conversion across key funnels like event enquiries and catering orders was underperforming.
The Solution:
This wasn’t just a website update. It was a complete rethinking of how The Grounds connects with its audiences online. The site needed to work hard, not just as a marketing platform, but as a business tool across multiple streams. At the same time, it needed to express the brand’s unique personality, aligning with a full rebrand across The Grounds and its sub-brands including the café, coffee roastery, events and catering divisions.
