From bar to home: launching a D2C e-commerce for a traditionally B2B coffee brand
The project
Mocay, Pascual’s renowned coffee brand, had always lived in cafés, bars, and restaurants—deeply rooted in the B2B world. But in 2022, as consumer habits shifted and home brewing culture took off, Mocay made a bold move: to launch a D2C e-commerce platform and speak directly to coffee lovers at home.
This wasn’t just a new sales channel. It was a major strategic pivot—entering a completely new audience space with different expectations, habits, and needs. The brand had to evolve without losing its roots. And that evolution needed to start with content.
Our role
We joined as content strategists and UX writers to help bring Mocay en Casa to life. From the beginning, our goal was to translate the heritage and expertise of a B2B coffee brand into a warm, modern, and creative D2C experience that felt effortless and inspiring for the end user.
We worked alongside product, design, and brand teams to shape the strategy, messaging, voice, and user experience—building a brand platform that was ready to stand out in a saturated category.
Creative storytelling and brand messaging: We helped Mocay reimagine how it talked to people. Moving beyond technical specs and trade language, we created an emotional, lifestyle-focused narrative built around home coffee rituals, sensory moments, and the art of choosing the right blend.
UX writing and conversion-focused copy: Every interaction was carefully crafted to be clear, frictionless, and confidence-building —from product discovery to checkout. We designed copy that simplified decisions and subtly guided users toward action, using voice as a tool for usability.
SEO and performance thinking: We built content with organic performance in mind—researching keywords, structuring the site, and crafting product and category content that was both engaging and search-optimized.
Conceptual thinking and experience design: Beyond the words, we contributed to the conceptual direction of the site: from storytelling angles and layout flows to how we structured the subscription model to feel as simple and flexible as possible.
The content we created helped shape Mocay en Casa into more than just an online store—it became a storytelling platform that invited users into a brand experience built around quality, creativity, and everyday rituals.
We helped Mocay:
reposition itself for a completely new audience,
bring clarity to a new business model,
and communicate complex information (like subscriptions, shipping, and coffee selection) in a way that felt natural, elegant, and easy to act on.
The result was a modern D2C experience rooted in strong storytelling and strategic content thinking—one that opened new doors for how the brand connected with consumers at home.
“ Bobs team worked very well within our team, being very communicative, open, and participative with the different roles involved. The results of the deliverables have been of high quality, very comprehensive, and the creative touch they have given to the copywriting has been of a very high level, we are very happy with the result. The creation of the Excel by pages has been very useful for the final delivery of the contents to the development team. Communication with the client has been very correct and they have conveyed a lot of trust. In addition, they have been flexible with the work and the deliveries, which we appreciate.”
Anna Vicent
Project Manager from BeRepublic